Analysis Of Incorporation Of Regional Culture Into Creative Design Of Brand Image Of Intangible Cultural Heritage

Chinese intangible cultural heritage resources(shorten as intangible heritage)is rich and profound.As quintessential of over five-thousand-year Chinese culture,it has been passed down and developed constantly.In recent years,Chinese government has taken massive measures to protect and carry forward the intangible cultural heritage,which has significantly kept some endangered intangible cultural heritage from fading away.Among those efforts,the band construction of intangible cultural heritage has gained more and more attention.This thesis analyzes the incorporation of regional culture into the brand image design of intangible cultural heritage,with an aim to make the intangible heritage more historic,cultural and unique,and thus can protect and carry forward intangible cultural heritage in a more efficient way.This thesis can be divided into three parts: Part One is a brief introduction to status quo of development of intangible cultural heritage and literature review of previous studies of brand construction of intangible cultural heritage.It also sets out research methods as well as significance of this thesis.Part Two is interpretation of brand image of intangible cultural heritage and regional culture,stating that brand strategy is prerequisite for improving the vitality of intangible cultural heritage.Part Three is analysis of the construction of the brand “Zi Li Red Mat”.The creative design of visual sign of regional culture has made the traditional weaving techniques reincorporated into modern life.The brand effect can help the protection and inheritance of intangible cultural heritage.This thesis aims to provide new interpretation of traditional weaving techniques of red mat through innovative combination of brand image and regional culture.It also tries to aware people of the significance of brand construction in the process of protecting intangible cultural heritage.In addition,this thesis provides some theoretical and practical suggestions for the combination of brand image design and regional culture,which may contribute to the protection and inheritance of intangible cultural heritage.