The Construction And Communication Design Of Liangzhu Culture Brand IP

Liangzhu Culture is known as "the evidence of China's five thousand years of civilization”and has great historical and social values.On January 26,2018,the"Liangzhu Ancient City Site" officially declared its World Cultural Heritage.However,due to the low brand awareness,poor recognition and lack of communication,Liansgzhu Culture has not received attention with its value status.Therefore,the occasion of the Liangzhu ancient city application is the best time to build and spread the Liangzhu culture brand.In recent years,Hangzhou has proposed to create a world famous city with"unique charm and different kind of excitement",and to improve the level of internationalization in Hangzhou.This shows that the transformation of urban brands in Hangzhou requires new brand representatives with rich cultural connotations and international discourse.In this regard,the construction of Liangzhu culture brand is not only based on the needs of its own development,but also meets the needs of Hangzhou city brand transformation.Brand IP is a new method that has attracted much attention in the brand marketing industry in recent years.At a time when market competition is becoming more and more fierce,consumer demand is becoming more diverse,and the fragmentation of the communication environment is intensifying,brand IP is emotionally linked with consumers through its cultural connotation and core values through a complete and systematic way,causing consumers to resonate..This design combs the relevant urban brand,cultural brand and brand IP theory,analyzes the significance,value,path and guiding ideology of Liangzhu culture brand IP,basic construction of Liangzhu culture brand IP,and adopts event marketing A preliminary communication design was made with the way of marketing.