From The Perspective Of Brand Vitality To See The Shaping And Dissemination Of Suzhou Silk Culture Brand

Cultural brands are facing a new era environment.To show its vitality and achieve sustainable development communication,there must be two supporting points:one is tshape the brand and present its value by tapping the elements of the brand;the other is to constantly innovate,strengthen the core competitiveness of the brand and establish the image of the cultural brand in the hearts of consumers.Taking Suzhou silk culture as an example,this paper explores the new demands of cultural brands in the new environment.The growth and development of Suzhou cultural brand in the unique environment of Suzhou has a special history,and the new environment provides a broader space for cultural brand,at the same time,it also brings new challenges because of the increase in the scope of competition.If a cultural brand wants to spread more vigorously and influentially,it is necessary to upgrade its values and personality by remodeling the brand,and to improve the communication effect by innovating the communication process and environment.Taking advantage of the opportunity period of "one belt and one road" initiative,this paper defines "Suzhou Silk Culture Brand" and explains its brand values and personality,taking it as an aesthetic symbol to enhance the value of brand communication.This paper puts forward the proposal on the communication of cultural brands so that we can not only convey the traditional cultural beauty of suzhou but also construct the emotional identity within the region.This paper is divided into four parts.The first part is the introduction.Starting from the literature of brand communication,silk road and silk culture,it explains the research background,defines the research concept and builds the analytical jframework.The second part summarizes the regular of continuous innovation through the process of silk culture brand communication,and analyzes the new communication environment of suzhou silk culture brand with PEST theory to propose the communication strategy of brand vitality appeal.In the third part,through the diachronic combing of cultural connotation to find its uniqueness,thus defining "Suzhou Silk Cultural Brand" and interpreting brand values and personality,shaping the connotation vitality of cultural brand is shaping brand.In the fourth,the development of cultural brand vitality needs to increase the interaction of the communication process and create an innovative communication environment,so as to provide communication suggestions through the three elements of brand and creative city theory.