Research On The Resource Branding Of Chongqing Intangible Cultural Heritage

The intangible cultural heritage is the precious cultural wealth created by the people of all ethnic groups in the long-term life,through continuous practice and gradually created and accumulated.It is the witness of the national and national history,and represents the crystallization of the whole nation's wisdom.As a representative of the national traditional culture,Intangible cultural heritage have a very important strategic significancthe to strengthen the national cultural's soft power.At present,the domestic provinces and municipalities have excavated non-material cultural resources,vigorously build cultural brands,enhance local economic strength and cultural strength.The protection and development of intangible cultural heritage has become a topic of widespread concern in the community.This paper takes chongqing as the research object,from the perspective of brand knowledge,to study the problems of the chongqing intangible cultural resources of the brand.Firstly,it analyzes the intangible cultural heritage resources in Chongqing and analyzes the present situation of the intangible cultural resources.It points out that rational branding is an important way to protect the intangible cultural heritage.Then suggestion was putted forward to research the branding of Chongqing intangible cultural resources,from the brand symbol design,brand internal support and brand communication strategy.On the basis of the branding,for the rapid development of the brand brand strategy,based on the characteristics of non-material cultural resources in Chongqing itself,the intangible cultural heritage resources is divided into cultural tourism brand,craft brand,art performance brand,folk festivals Class brands,museum brands and other types.Based on the different target market,it will be divided into international brands,national brands,regional brands,etc.and then non-heritage resources in Chongqing as a whole brand portfolio structure.Finally,recommendations were purpesed for the brand long-term maintenance,include establishing a correct cultural brand awareness,focusing on brand innovation,caution brand extension,calming response to brand crisis,establishing and improving laws andregulations that are specifically applicable to the maintenance of intangible cultural heritage brands and providing strong support for brand protection.