Research On Brand Building,Design And Promotion Of Xinjiang Mulberry Paper

In recent years,the state has attached great importance to the protection and promotion of intangible cultural heritage.The traditional hand-making technique of mulberry paper in Xinjiang has a history of more than 1,300 years,which contains the profound Uyghur culture.At present,in Moyu County there exists a mulberry paper street,but the promotion of mulberry paper skills is still in its infancy,and it remains little known for the public.Therefore,this paper proposes a design plan for how to better develop and inherit Xinjiang mulberry paper and explores how to upgrade the existing brand and the design of mulberry paper cultural and creative products.The text mainly revolves around several parts: 1.Comprehensively understand the current brand development of mulberry paper by using the field investigation method.Through the analysis of system,functionality,and promotion,it is concluded that mulberry paper cultural and creative products are quite monotonous,have serious homogeneity,and have weak brand system problems.Compared with the situations of the same type of handmade paper brands,the limitations of mulberry paper brand promotion are summarized.2.Combined with Xinjiang’s unique regional culture,the brand image can be enhanced by extracting image elements,using the image expression method,by the reorganization of elements,etc.By conducting a detailed analysis and summary from three aspects: Xinjiang Silk Road,Xinjiang clothing,and colors,we can extract rich Xinjiang regional visual cultural elements,in order to make the mulberry paper brand more personalized and diversified.3.Designing and promoting the "Ruo Mu" brand;repositioning the brand name,consumer groups,and brand market have played a role in promoting the mulberry paper culture,making more and more people know mulberry paper and making mulberry paper closer to our lives.The combination of ancient skills and brand rejuvenation enhances the brand image and allows the mulberry paper to be better inherited dynamically.4.Brand promotion should be carried out in three aspects: initial stage-brand publicity,medium term-brand value promotion,and later stage-brand planning and promotion.Traditional handicrafts need to establish a good brand awareness,highlight the brand image in combination with consumption positioning,and improve people’s awareness and market recognition by innovating product types and optimizing promotion modes.Only in this way can we obtain better inheritance and development.