Abstract：Culture creative products usually present commodity qualities by dynamic, fusion, and spiritual level of pluralistic society, furthermore the coverage of cultural creative industry is very broad, such as craft, decoration, pottery, local culture products, videos, movies, broadcasting, publishing,etc, which all have their own features and professional division of labor. Therefore, they do not have a stable industry value chain model like any other industries do; And cultural and creative industries usually need the combination of different fields and develop product characteristics together (such as the combination of films and commodity marketing), therefore mostly the cultural creative industry value chain and scale of operation is smaller, compared with general industry (such as electronic industry); Besides, the creator and operator often has the absolute subjectivity of their product management and development, so short, medium cooperation output would be the main trend in culture creativity commercialization process. The brand is to maintain customers' loyalty, to create core assets of competition niche, and to present the creator's works through the process of brand building. Through the brand shaping process, works' image continuously strengthened to the outside world, brand value shaped by the product, and the operation advantage set up to ensure a non-stop management ability, this,the author believes, is the designers' (or producers') final goal of cultural innovation from the bottom of their heart. Brand marketing is a long-term and effective industry operation mode. Consumers can understand the unique features of the product immediately through the brand marketing; and various cultural and creative value would be passed to the different people through brand shaping process. Thus culture, intelligence, and value of culture creative products can be deepened. The government makes much of "creative economy". However, what culture creative industry is to the maximum of creative economy, that brand shaping and marketing is to the culture creative industry. This fact makes brand shaping a vital compass for creative economy. Therefore to build up the link of culture creative industry and the brand development will not only be the important competitive strategy for culture creative industry, but also a decisive factor to culture creative industry survival problem.