Research On Innovative Design Of Yantai City Brand Intellectual Property Image In The Perspective Of Regional Culture

City branding,as an intangible asset of a city,is gradually becoming an important strategic means to enhance competitiveness among cities.In recent years,there is a trend of IPization in the construction of city branding,which attaches importance to the use of city IP to shape a city image with high recognition value and deep connotation.However,there are many problems in the process of IP-based city branding in China,with low regional cultural recognition,serious fragmentation and weak creativity,which seriously weaken its brand IP value.At present,the development of domestic city brand IP is mainly concentrated in first-tier cities or famous historical and cultural cities,while many small second-and third-tier cities with fragmented and intermingled characteristics of their own regional culture have received little attention.Yantai’s city branding exploration is facing the above dilemma.It proposed the "Yantai in Wonderland" city brand in 1996,but over the years,the brand image has been shaped onesidedly,lacking regional integration,and the brand vitality is weak under the government’s leadership,and there are still gaps in innovative designs such as IP images,resulting in insufficient brand connotation and a long-term lukewarm state.In this regard,this paper proposes a narrativized IP design method for city brand based on regional culture.Firstly,the article analyzes regional culture and cultural gene theory,brand and IP theory,and introduces brand narrative theory from the trend of IP narrativization to build a city brand narrative framework;secondly,it conducts research on the development history of Yantai city brand,and interviews and questionnaire research on core audiences to summarize the pain points and needs of brand development and redefine the positioning of Yantai city brand;again,it conducts the classification of Yantai regional culture factors,and use AHP hierarchical analysis to filter the corresponding index weights to guide the IP image design;finally,it uses the city brand narrative framework to summarize the design path of Yantai city IP,connects the city’s regional culture with IP,and carries out design practice.In summary,it forms a closed-loop design idea based on regional culture,integrating regional culture and returning to regional culture.