| The protection and inheritance of intangible cultural heritage has always been a hot spot of concern and research from all walks of life,among which the influence of brands is gradually increasing,and intangible heritage can be effectively spread and inherited to a certain extent with the communication power of brands.In the new era of new development,brand competition is becoming increasingly fierce,and major brands are using marketing methods to bring ICH back into the public eye.Brand crossover emerges as a marketing method,breaking through the restrictive circle of products and catering to the needs of young consumer groups.As the most popular and hot entertainment for Chinese netizens,the influence of game brands is gradually increasing,and the entertainment and interactive nature of games provides a feasible basis for cultural dissemination.Therefore,it is of certain practical significance to select game brands to co-brand with non-heritage culture,modernize and transform non-heritage culture,and diversify and integrate non-heritage culture with brands.This paper takes co-branding activities as an entry point to explore the design strategy of co-branding activities for the protection of non-heritage culture and innovative marketing of game brands.It is proposed that the marketing method of co-branding between non-heritage and brand is innovative and can effectively make non-heritage and brand heritage spread;secondly,the phenomenon of co-branding between non-heritage culture and game brand is studied.The concept of brand co-branding is explained,and it is suggested that the factors driving the co-branding boom are the promotion of new media communication,the promotion of consumption upgrade of youth groups and the demand of brand marketing by the trend.It is concluded that the value advantages of the co-branding between non-heritage culture and game brands are the dissemination of non-heritage cultural resources,the enhancement of the cultural power and influence of game brands,and the exploration of new fields by game brands.Furthermore,the design strategy of the co-branding activity between game brand and non-heritage culture is discussed,mainly discussing three parts: design principles,extraction of non-heritage elements and visual design process.The design principles of the co-branded activities are proposed from the cultural,emotional and commercial levels,and the visual processing means and design strategies for the integration of games and non-foreign heritage are summarized and summarized after the refinement of the design of non-foreign heritage culture.Finally,the design strategy is applied to the design practice,and the non-foreign heritage Qinhuai Lantern Festival and the game Jiangnan Hundred Scenes are selected.Combing the historical development of Qinhuai Lantern Festival,refining the visual elements and applying them to the co-branded activities,we proposed a plan for the marketing campaign "Colorful Yan Reflecting Jiangnan",dividing the co-branded activities into online in-game and offline lantern festival activities,making the content of in-game activities innovative while promoting the development of the living heritage of intangible cultural heritage.The co-branding campaign enables better display of intangible cultural heritage and innovative development of brand communication,achieving a "win-win" for both business and culture.We explore the design strategies and paths of transforming the intangible cultural heritage into brand co-branding activities,consider the ways,principles and design methods of co-branding,and finally come up with strategies and practices of visual design for co-branding activities,so as to promote the heritage of intangible cultural heritage and game brand communication,and promote the vigorous development of the discipline. |
