Brand Building And Brand Management Of Yunnan Minority Festival

China has fairly long history, thus many of the regional festivals content various unique marks that can be found only in ethnic peoples who invented them. Festivals are developed at certain stages of human civil development points, and they are apparent manifest among almost all peoples. Traditional festivals are rooted from spiritual activities of society; in addition, their astronomic, calendars, religions, ethnic peoples’ thinking and their psychology are essence parts of those festivals which have rich sociological, anthropological, philologist, literate meanings, and etc. Through generations, festivals are ways that peoples could express and exchange their cultural sentiments, identities and faiths; therefore identifying regional festivals is key to overdraw various spiritual aspects of ethical groups.Chinese culture is considered to be muti-integrated, beside the Han ethnic, the rest55minorities are important and would consistently be an organic parts of it. Various ethnic cultures have brought research opportunities on productions of ethnic history, cloth, folk culture, sport and politics.Minority ethnic festivals have ethnic, regional, cyclical, universal features that could brought positive effects on culture, economy, tourism and society. It would endlessly draw visitors, consumers and investments, as well as the local economy such as real-estimate, from surrounding areas and even overseas. Regional festivals are capable to meeting the requirement of brand-strategy for two important elements, which are differentiation and added value. Minority festivals can be branded, the implementation of brand strategy is to achieve sustainable development in ethnic minority festivals though an inevitable path. This essay defines minority regional festival as:minorities brand embodies all the elements of the vector festive, social organizations or individuals in each of the relevant formation of the concept of minority festivals and experience, they contain festive productive, cultural, value relationships, and consumer’s experience, it can not only meet the needs or to create value, but can be perceived and long-term recognition.Regional festivals’value do not only belong to regional people who created them, but also to all mankind who embrace human inheritance. Therefore, ethnic festival brands are different from general goods and services. It is not due to the natural requirement as of social and economical development, but rooted in certain regions. Based on concepts such as sustainable development, aggregation and drawing effect, discovering its commercial value has become sensitive for the human heritage must also be protected and carried on, thus despite the market value, self-value also need to be achieved.Facing the difficulties that the dual natures brought by minority festivals, one thing can be sure is that the duality does not mean being entirely opposed, but dynamically process and affect each other, in another words, they cannot be fragmented. In order to achieve the goal that protection and inheritance, persistence and self value are maintained at the same time, scientific and rational plannings need to be engaged to make balance and unification of ethnic festivals’ branding.It is a complex system to build the process of branding minority festivals. It contents a number of component and factors. This essay, based on the characteristics of minority festival brands and objectives, creatively outline a systematic way to build minority festivals’brands. There are following three parts of level will be discussed, which are:refining the core interests of minority festivals brands; differential strategy of minority festivals’brands; establishing minority festivals’brands and its functions. This article is taking Mohniheiy festivals of Wa people, explore serious of issues of establishing brands.