文化品牌的重要性，在全球化市場的競爭下日趨重要。近年來，博物館配合地域文化的風潮，提供創造文化繁榮的環境與一個城市競爭力的核心。觀眾為什麼選擇造訪這個地區而非其他都市？這個都市具有什麼其他地方所沒有的特色？如同消費者在選購服飾時，品牌魅力象徵了可靠、品質與心理上的酬償感，進而左右決策過程，地域風格的建立與文化品牌的創造，對都市發展扮演著決定性的角色，這也是世界各個城市競相爭取古根漢美術館設立分館的主要原因。 現代博物館的建置與傳統廟宇和宮殿經驗類似，皆是由藝術品和建築物所形成之更完善的公共設施實體。因此藉助一個新的文化產業創造出地方風格與建立都市知名度，是現今全球各地競相仿效的文化行銷方式。博物館的建置可以協助地方發展本身的特色，找出地方文化的定位，進一步地發展出獨特的地方風格，並創造出文化品牌，可說是其中最有效的手段之一。 本文試圖以文化、產業、觀光三個面向切入，探討博物館被視為文化觀光的賣點，在結合觀光方面，如何有效藉助文化的光環，建置出一個能夠提昇都市形象、塑造地方風格與建立品牌形象來推動地方觀光及產業發展，並有效達到提昇經濟資源及收入的可能性。 就一個新創造的地方風格與建立品牌形象而言，日本三鷹市吉普力美術館（Ghibli Museum, Mitaka）是如何讓沒沒無名的三鷹市，成為漫畫迷必到的朝聖之地，並吸引來自世界各地的觀光客？而對於三鷹市的都市發展與文化特色，吉普力又如何達到文化詮釋及觀光產業雙贏的局面？本文將從展示、行銷、景觀、資源整合與開發設計五個面向進行分析及說明。

The question posed in this paper is what is unique about a city and why do people choose to visit one city over another? Building cultural brand and style in a region is an important aspect of urban development. A brand name represents reliability, quality and psychological rewards. In the same way that buying clothes can be influenced by brand names, the decision to visit a city can also be influenced by its brand. This is the main reason why so many cities all over the world have wanted to possess a Guggenheim branch museum. Setting up a new cultural industry helps create the style and brand of a region and cultural marketing is a popular method for developing local characteristics, to help a city position itself in the marketplace and to create its own cultural brand. This paper is based on three aspects: culture, industry and tourism. Modern museums are now acknowledged as the focal points of cultural tourism. For example the Ghibli Museum in Mitaka, Japan changed Mitaka from a largely unknown city to a popular tourist destination with pilgrimage status among comic fans. The aim of this paper is to analyze how the Ghibli Museum helped urban development and the construction of cultural features in Mitaka and how it attracts tourists. Furthermore, the success of the museum will be analyzed with regard to five factors: the success of exhibitions, marketing, landscape development, resource integration and creative design development.