Research on Brand Communication Methods of Public Cultural Institutions

Abstract

This article explores the branding communication methods of public cultural institutions, analyzing the roles and impacts of traditional media, new media communication, event promotion, collaborative communication, and word-of-mouth marketing. Through case studies, the article illustrates how to enhance the social influence and cultural outreach of public cultural institutions. For small to medium-sized public cultural institutions, the article proposes communication strategies based on brand positioning, resource integration, and cross-industry collaboration, aiming to provide a theoretical foundation and practical guidance for improving brand communication effectiveness.