Communications in Humanities Research ISSN: 2753-7072
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Research Article

Cultural and Creative Museum Products: Implications for Cultural Dissemination and Brand Development—A Case Study of the Palace Museum

Running LiuUniversity of Sheffield*

* Corresponding author: [email protected]

Abstract

This paper examines the role of cultural and creative products in museums, using the Palace Museum as a case study, to explore their function in cultural dissemination and brand development. Drawing upon Hall’s Encoding/Decoding Theory and Kapferer’s Brand Identity Prism Model, the research analyses how such products reproduce cultural meaning through the interaction of design and consumption, thereby reinforcing the museum’s brand identity across multiple dimensions. Findings reveal that cultural and creative products not only transform and disseminate traditional culture into consumable forms but also foster public cultural identity and brand loyalty through visual symbols, cultural narratives, and emotional connections. However, excessive commercialisation may dilute their cultural depth. The Palace Museum’s practice demonstrates that such products achieve cultural innovation through diverse designs and cross-sector collaborations, yet require maintaining equilibrium between cultural values and market logic. This paper contends that museums should centre on cultural essence while integrating digital and cross-sector strategies to broaden dissemination pathways and establish sustainable brand identities. The study’s limitations lie in its singular case and lack of empirical investigation; future research may deepen understanding of museum cultural and creative mechanisms through multiple case studies and audience research.

Keywords: The Palace Museum; Museum Cultural and Creative Products; Cultural Dissemination; Encoding/Decoding Theory; Brand Identity Prism Model
Published: December 18, 2025
DOI: 10.54254/2753-7064/2025.NS30723
Volume: CHR Vol.99
pp. 51-59
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