Digital Development of Cultural Intellectual Property Drawing on the CBBE Model: The Case of the Palace Museum’s Creative Industries

DOI

10.2991/978-94-6239-801-6_120How to use a DOI?

Keywords

CBBE Model; Cultural Intellectual Property; Digitalisation; The Palace Museum’s Cultural and Creative Products; Brand Construction

Abstract

In the era of digital economy, how to transform traditional cultural resources into brand assets with extensive influence and lasting vitality has become an important issue. Although the digitalisation of traditional cultural intellectual property (IP) is becoming increasingly widespread, there is still scope for further research into the underlying mechanisms from a systematic perspective focused on brand asset development. Drawing on Kevin Lane Keller’s Customer-Based Brand Equity (CBBE) model, this paper takes the Palace Museum’s cultural and creative products as a case study to systematically analyse how digital technology acts as a core driver throughout the entire process of building brand equity--from recognition and meaning-making to evoking responses and achieving resonance. The study found that digitalisation has effectively solved the basic identification and memory problems of the Palace Museum IP through the construction of multiple channels, created its composite brand image through content innovation, won users’ emotional identity through interactive experience, and, ultimately, it has achieved deep brand resonance by fostering a collaborative ecosystem. This study provides a systematic analysis framework and practical enlightenment for the modernization transformation and brand value promotion of traditional cultural IP.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hanyu Lyu
PY  - 2026
DA  - 2026/10/23
TI  - Digital Development of Cultural Intellectual Property Drawing on the CBBE Model: The Case of the Palace Museum’s Creative Industries
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1157
EP  - 1165
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_120
DO  - 10.2991/978-94-6239-801-6_120
ID  - Lyu2026
ER  -