Design And Promotion Of Intangible Cultural Heritage Brands From The Perspective Of Locality

Tancheng wooden spinning toys are one of the national intangible cultural heritages.Its themes,colors,and patterns all have a strong local flavor of southern Shandong and are an important part of Linyi’s cultural construction.However,due to the backwardness of brand management thinking,it gradually became disconnected from the modern consumer market.The ancient craft of wooden spinning toys is facing the danger of being lost.Integrating regional cultural symbols into intangible heritage brands is an important way to inherit intangible heritage culture.Therefore,the author chose to take wooden spinning toys as the theme and from a localized perspective,based on systematic design methods and precise market positioning,to carry out intangible heritage brand design with local cultural characteristics in order to allow intangible heritage culture to be inherited and rejuvenate its unique cultural charm and face a broader world from a regional perspective.This article takes the construction of Tancheng wooden spinning toy intangible heritage brand as a practical case.On the basis of sorting out and analyzing the existing Tancheng regional cultural resources and the market demand for wooden spinning toy brands,it constructs a brand with Tancheng regional characteristics and memory from several levels such as brand positioning,brand culture,brand visual identification system,and brand communication.The specific content is as follows:The first step is to analyze the relevance of Tancheng wooden spinning toys to the local area and explore the local folk customs and unique historical culture of Tancheng.The second step is to determine the brand positioning and target consumer groups based on the SWOT analysis of wooden spinning toys and consumer research.The third step is to establish a brand visual identification system.Starting from the local culture carried by wooden spinning toys and combining consumer needs to refine the brand concept,design the brand logo and other visual elements based on this basis.The fourth step is to develop brand communication strategies for the long-term development of the brand,adopt the combination of online and offline communication methods,and promote the offline development through the communication power of online platforms.Based on the perspective of brand design,shaping intangible cultural heritage brands with regional characteristics is hoped to provide new ideas for the brand construction of local cultural brands.