The Study On The Brand Image Shaping Of Balin Stone Carving

With a long history,Balin stone carving is found among the unearthed cultural relics of the “Hongshan culture” that could be dated back more than 5000 years ago.In the meantime,the cultural background is provided by the nomadic culture for the emergence,development,and evolution of Balin stone carving,so a stone carving style with strong regional features is formed.As the representative of intangible cultural heritage in Inner Mongolia,it has embodied high economic,cultural,and collection value.A number of problems are faced by Balin stone carving like other traditional arts and crafts and intangible cultural heritage in China,such as the absence of people to inherit it,the lack of innovation,the backward business model,which are waiting to be addressed.Nowadays,the necessary way for enterprises to develop for a long time under the conditions of market economy lies in branding.Brand image is the representative of the comprehensive quality and overall image of enterprises.The improvement of the competitiveness of enterprises can be facilitated by excellent brand construction and the foundation can be provided for their long-term development.Balin stone carving as one of the “Four Famous Stones in China” has a certain degree of recognition and cultural status.The integration of the concept of branding and the establishment of brand awareness in the development process can not only help solve the current survival problems encountered,but can also increase added value for the stone carving industry in Balin,so the vitality of relevant industries can be driven,the industrial integration can be realized,and the regional economic development can be promoted.In this thesis,Balin stone carving is taken as the main research object,and“Yunyutang” is taken as an example.The cultural connotation and resources of Balin stone carving are analyzed,the cultural elements associated with it are summarized and extracted,the source is provided for the establishment,design,and conception of the brand image.On the basis of investigating and analyzing the market situation and target consumers,the brand positioning is determined,the design techniques such as pattern derivation,collage integration,and so on are used.The divergent thinking design in cultural and creative products is conducted.In the meantime,it combines with brand promotion ideas and themes to create the brand marketing strategy with multiple channels and directions,so the popularity of Balin stone carving can be enhanced.The perspective of brand development is taken to create the Balin stone carving brand with regional features in line with local conditions,in which the countermeasures and reference are provided for issues of local intangible cultural heritage.