Author(s)

Qing Li

Corresponding Author

Qing Li

Abstract

From spy dramas of the Republic of China era to ancient costume legends, from historical political events to commercial themes, now the four words "the Daylight Entertainment" appear on the poster of a certain TV series. Viewers seem to have taken a pre-assured shot of the quality of this series compared to others. The awareness that the Daylight Entertainment's dramas are at least not bad is gradually imprinted in the minds of many TV series viewers. With a series of critically acclaimed and commercially successful works such as "Battle of Changsha", "All Quiet in Peking", "The Disguiser", "List of Langya", "Like a Flowing River", and "Minning Town" presented to the audience, the Daylight Entertainment has established its reputation as a "conscientious drama" in the industry, especially when China's TV drama industry is facing a situation where scripts are of low quality, TV drama production is in isolation, and subject matter choices fail to resonate with the audience. In the face of the predicament of empty values in communication, the Daylight Entertainment has focused its brand building efforts on the TV series themselves, making them down-to-earth, insisting on giving equal weight to creative quality and humanistic spirit, and building brand symbols through the blending of "techniques" and the interpretation of "principles".

Keywords

Brand Marketing, The Daylight Entertainment, Conscientious Drama, Artistic Merchandise