過去的幾年，在品牌與行銷的研究領域中已有不少的相關議題漸漸被關注，尤其創意經濟概念的崛起，各產業紛紛意識到必須由產品導向轉變成品牌導向的行銷方式才能提升自己的競爭力。大部分的研究都發表了不同品牌塑造的模組理論，而且研究者也都較多著墨在品牌價值上。隨著消費習慣和渴望的改變，品牌經驗給予顧客品牌知識和回憶是品牌塑造發展趨勢重要的第一步，也是品牌連結顧客購買決策的要素。相對於其他產業，創意產業在品牌塑造上，因多變性或專案導向型的時間限制，較不易呈現品牌操作的效果。然而，迄今只有相對較少的研究探討創意產業的品牌塑造。
本研究希望藉由高雄市電影館個案的實務觀察，探討高雄市電影館如何經營自身成為一個創意品牌的過程與如何傳遞其品牌識別與特色；並且，作者同時也從消費者的角度調查，感知的品牌形象與潛在印象。從高雄市電影館至消費者，相較兩方的觀點，本研究試圖觀察個案之品牌塑造的成效，並且在研究最後提出對於品牌建立與未來品牌溝通的建議。
此研究採行個案分析法，資料來源包括高雄市電影館文宣品、問卷及半結構式訪談，再將所得資料針對高雄市電影館分析其品牌塑造的成效。關於此研究個案，作者由館長訪談及抽樣電影館會員與館方關係人做問卷調查以收集資料，同時採用質性與量化研究方法，包括內容分析法與敘述性統計等相關分析方法，以找出在高雄市電影館內部組織與外部客群間品牌塑造的成效。
研究結果顯示整體而言其成效是正向的，顯而易見的，同時顯示不同品牌行銷的管道對於品牌塑造成效上是有正面影響的。總結而言，此研究探討高雄市電影館品牌識別與品牌形象間的相互關係，藉此進一步了解在文化機構中的品牌發展情況並提供建議。

Over the past few years of branding and marketing research, a number of issues have arisen. With the rise of the creative economy, industries are aware that product-driven marketing has to swift to brand-led approach to enhance competitiveness. Most previous research has suggested many different branding modules, with a tendency to focus on brand value in most cases. However, along with the change in consumption habits and aspirations, the priority of branding has changed to creating a brand experience that produces brand knowledge and memories for customers, which is seen as one of the decisive and most essential factors of customer buying. However, different from other industries, it is not easy to produce the effect of branding in the creative industries due to variety and time limitations of projects. Up, to date, there is relatively little research focusing on the process of branding in the creative industries.
The objective of this research is to explore how the Kaohsiung Film Archive has become aware of its brand and how it conveys its identity through the process of developing itself as a creative brand. Moreover, how consumers perceive the brand image will also be explored. Comparing consumer and organization perspectives, this research aims to understand the effect of brand building on the case being studies, whilst also providing suggestions in the conclusion about brand building and for future branding communication strategy.
This research uses the case-study method, with the analyzed materials including publicity materials, questionnaires and semi-structured interview transcripts based on the effect of brand building by Kaohsiung Film Archive (KFA). The data were collected from an interview with the CEO and purposive sampling from KFA members or stakeholders in this research. The qualitative and quantitative analysis were conducted through content analysis and descriptive statistics together in order to indicate the effect of brand building between the internal organization and external consumer markets.
The results of this research show positive feedback in general. The findings suggest that different brand marketing approaches can generate a positive impact on the effects of its brand building. To conclude, this research is of importance in explaining the dynamic relationship between brand identity and brand image by providing a further analysis on how a cultural institution develops its branding practices, as well as providing suggestions for better strategic branding practices in the future.

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