| This paper takes traditional culture resources as the study object of Brand Building Mode.Through the analysis of Chinese traditional culture essentials and classical traditional cultural symbols,it combins with brand theory,cultural concepts,aesthetic activities and social,economic,and development of the times,etc.Combining the background,concepts and characteristics of traditional culture-led brands into induction Meanwhile,it expounds the main path of how traditional cultural resources activate the"brand building model",and combines the traditional cultural brand case to study the type characteristics and marketing application of brand building model,and hopes to enrich the brand theory and practice with Chinese characteristics in China.It is helpful to provide new directionsIn Chapter One,introduces related issues on how to promote the development of brands with Chinese characteristics.Through expounding the research background,basis,significance and scope,the paper makes a preliminary analysis of the view that traditional cultural resources act on brands.In Chapter Two,introduces the content of Chinese traditional culture,the classification of traditional cultural resources,the impact on Chinese branding,the relationship between traditional cultural resources and brands in the context of the new era.Established the significance of traditional cultural resources to support brand building.In Chapter Three,an overview on the concentrated expression of Chinese classical cultural symbols as traditional cultural resources,classifies them from the perspective of their characteristics and analyzes them by example,and reflects on the problems exposed by cultural symbols in brand application The consideration of modernity.In Chapter Four,elaborate on the "brand building model".It is elaborated from the steps of its composition and mode,to the two basic principles of the "brand building model".It emphasizes that brand planners and designers must accurately express traditional culture,and neither copy it invariably,nor can it misinterpret and blindly change,but on the basis of excavating excellent traditional cultural components and focusing on innovative development.Especially in the three major steps of the brand building model,the traditional culture is integrated into the brand through cultural perfusion,transforming and re-innovating with modern and world-wide languages,and trying to explore new ways to promote the development of brands with Chinese characteristics.In Chapter Five,which focuses on the corresponding case analysis to expound the four types of characteristics of traditional cultural resources to activate the brand building model:cultural ideological characteristics,tranditional brand rejuvenation characteristics,traditional cultural recognition characteristics,legendary efficacy characteristics,and further standardize brand renewal and optimization.method.In Chapter Six,analysis the brand construction and cultural reengineering marketing strategies in the context of globalization and localization,explores the implications of dynamic cross-media marketing strategies for the development of traditional cultural brands,as well as brand management and maintenance in order to achieve brand development in line with the needs of the new eraUnder the background of cultural globalization,a large number of Western brands are flooding the market,but Chinese local brands that match China’s economic development are obviously insufficient.With the economic and social transformation in China,and the development of digital media and network technology is changing with each passing day,showing the intensification of the blending and interaction of multicultural thoughts.This urgently requires the in-depth development of the value connotation of Chinese excellent traditional cultural resources,in order to activate the intrinsic gene of Chinese brands.At present,in the face of the relatively lack of research on the development of China’s local brand model,this paper focuses on the following aspects:Firstly,by combing the development of traditional culture,the brand concept of using traditional cultural resources,and the relationship between the two.Trying to use the "brand building model" as the foothold of this paper,providing a path for the construction and development of China’s current brand,then promoting the sound development of China’s commercial market environment from a macro perspectiveSecondly,with the development of the China time-honored brand in the new era,through the "brand building model",constantly adapt to the market and consumption trends,form a product and service combination characteristics,with the city’s commercial civilization and mutual benefit and symbiosis.Finally,based on the brand’s complete value system,the paper analyzes the interaction between traditional cultural resources and brand value from a systematic and in-depth perspective.Traditional cultural innovation is not only in the visual design of the brand,but also needs to be implemented into the brand.In terms of overall shaping and management,we can gain new vitality.Using the brand building model to re-interpret the traditional cultural spirit and cultural symbols,and through the cross-media network marketing communication,to achieve the traditional cultural resources to activate the branding of Chinese products,which is realistic for promoting the construction and sustainable development of local brands in China. |
