Research On Brand Image Design And Communication Of Weishan Folk Museum

The Weishan Folk Museum in Dali Prefecture,Yunnan Province,is quite a unique private folklore museum,but because of its special geographical location and lack of systematic awareness,it has resulted in a low level of fever,low visitor numbers and a precarious survival.In the current society,then,brand image design and communication have a pivotal role to play for folklore museums.If they are to have access to a wider range of economic resources and development prospects that can sustain the long-term development of folk museums,and if they are to stand out among the many official and private folk museums,they need to establish,disseminate and develop their brand image through a unique brand positioning and distinctive exhibit characteristics of their pavilions.The aim of this study is to examine the brand image design and communication of the Weishan Folk Museum in Dali Prefecture.Firstly,the background,significance,current situation,content and methodology of the study are introduced.The definition,value and development trend of museum brand image and brand image are outlined,and cases of excellent official and folklore museum brand image design practices at home and abroad are analysed to explore the form,connotation and meaning of their design;the definition,status quo and elements of brand image communication are also outlined.This is followed by a detailed analysis of the development of the Weishan Folk Museum and the existing problems.The paper also proposes targeted countermeasures for the development of the Weishan Folk Museum.Finally,the results of the design practice are used to illustrate and share the research of this paper.By taking brand image design and communication as the scope of research,using contemporary brand image design and communication theories as guidance,and referring to successful design cases at home and abroad and incorporating their own innovative thinking on this basis,the design practice has achieved the purpose of establishing a brand image design for the Weishan Folk Museum.The theoretical study also analyses the current situation of the Weishan Folk Museum and the problems in the development process,and proposes countermeasures and methods to solve the problems.It is hoped that this will provide reference and help to decision-makers in the construction and operation of the Weishan Folk Museum and similar folk and folklore museums.By identifying and solving the existing problems,the museum will be able to develop and disseminate folk culture in the long term,thus enhancing the sense of belonging to our folk culture and national cultural confidence.