Research On IP Design Of Catering Intangible Cultural Heritage Brand

As a kind of intangible cultural heritage technology,catering intangible cultural heritage originates from people’s life,condenses the national wisdom of working people,and is the crystallization of Chinese catering culture.On the basis of commodity attributes,the products of catering intangible cultural heritage contain super high historical value and cultural value.With the enrichment of material life and the diversification of food commodities,it is difficult for the catering intangible cultural heritage to adapt to the market development in the new era in the process of branding.The lack of innovation consciousness leads to the old brand and single communication channel.In the trade-off between commodity and culture,the cultural value of catering intangible cultural heritage products is not grasped,which leads to the homogenization of brand.As a personalized brand with high content and emotional attributes,IP has the characteristics of multi sensory,extensibility,receptivity and cultivation.Exploring the path of combining with catering intangible cultural heritage culture can innovate the multi sensory of brand communication,extend and enrich the communication channels of brand,realize the two-way empowerment of brand and cultural connotation,and enhance the brand value,To transfer the cultural connotation of intangible cultural heritage and create a differentiated brand with sustainable vitality.This paper takes the IP image of catering intangible cultural heritage as the main research object,studies the IP method of its brand,and discusses the path of the combination of brand IP and catering intangible cultural heritage brand.This article mainly discusses from three aspects.Firstly,through the analysis of the concept of brand IP,communication characteristics,and the value and communication limitations of catering intangible cultural heritage,this paper provides theoretical support for catering intangible cultural heritage brands in the path of IP;And through the case,combined with the three core elements of brand IP path,from the definition,function analysis,thinking about the method and path of catering intangible cultural heritage brand IP.Finally,the brand IP application from the role of the visual layer,to the content of the communication layer,as well as to maintain the target consumer groups and brand emotional communication operation layer of communication strategy thinking,to achieve the catering intangible cultural heritage brand IP from the breadth to depth of communication benefits,and to improve the efficiency and cognitive strength of the intangible cultural heritage brand and culture.Finally,through the design practice of Tongling white ginger,a provincial intangible cultural heritage,the paper demonstrates the research on IP design communication of catering intangible cultural heritage brand.