Study On Brand Communication Of National Intangible Cultural Heritage

Intangible cultural heritage(hereinafter referred to as "intangible cultural heritage")is the treasure of the traditional culture of the Chinese nation,and also the main part of building a cultural power in China.I joined the "intangible cultural heritage and communication" team during my postgraduate study.When interviewing the inheritors of intangible cultural heritage,I realized that improving the current situation of intangible cultural heritage communication has become the primary task of protecting intangible cultural heritage.Brand communication,as a new rising show of intangible cultural heritage communication,plays an important role in the activation and inheritance of intangible cultural heritage.Therefore,the study of those typical intangible cultural heritage projects of brand communication can provide reference and reference for the intangible cultural heritage projects in trouble.As a widely used commercial means,brand communication is not only the only way for intangible cultural heritage to go to market and commercialization,but also an important way for productive protection of intangible cultural heritage.On the basis of searching and analyzing a large number of literature,the author takes the brand communication of Rongchang Xiabu as a typical case,through in-depth interview and field survey,goes deep into the production and marketing center of Xiabu,and combines literature analysis and text analysis to investigate the brand communication of Rongchang Xiabu.Through the investigation and Research on the historical background,brand communication and possible problems of Rongchang Xiabu brand,at present,after a period of development,the core concept of brand communication of Rongchang Xiabu is valued,and the ways and means of brand communication are gradually diversified,showing the trend of integration.However,in the process of brand communication,there are still some problems such as unclear brand self positioning and low publicity efficiency.Based on the understanding of the current situation and further analysis of the elements in the process of Rongchang Xiabu brand communication,this paper uses SWOT analysis to analyze the brand advantages it has formed in the early stage of brand communication,and also analyzes a series of problems such as the lack of professional perspective in brand communication,the transmission mode,the visual design of brand,the lack of brand culture and so on.Combined with Rongchang Xiabu’s increasingly fierce competition in the intangible cultural heritage brand market and the diversified development of media,this paper puts forward that to break through this dilemma,it is necessary to fundamentally improve the overall ecology of brand communication,build a brand communication management system,benign interaction between the government,associations and business subjects,establish the brand communication positioning,establish unique brand characteristics,and combine a variety of brand communication channels and means,So as to establish an excellent brand impression in the public mind.To form a reliable regional brand of Rongchang Xiabu from all aspects and angles.Through building a complete Rongchang Xiabu brand communication system in many aspects,we can effectively expand the influence of Rongchang Xiabu products and enhance the brand value.