CULTURAL BRAND AND BRAND CULTURE: THE RELATIONSHIP BETWEEN THE CONCEPTS IN THE CONTEXT OF CONCEPTUALIZATION OF CULTURAL BRANDING IN CHINA

Cultural branding in the PRC, as an innovative mechanism of soft power, serves as a resource for improving the competitiveness of cultural industries in the regions and the country as a whole. The article analyzes the content and essence of the concepts of cultural brand and brand culture in the context of the conceptualization of cultural branding in China. The result of analysis is that the author concludes that the cultural brand differs from the brand culture in some points: research areas; the reasons for their occurrence; the main components of development.