Research On The Design Of The Cultural And Creative Brand "Ya Yunjian" Of The Muya Tibetans In Shimian County

The Muya Tibetan tribe in Asbestos County originated from the ancient Dangxiang tribe during the Wei and Zhou periods,and has a long history and rich cultural resources.However,with the development of the times,the protection and inheritance of the traditional culture of the Muya Tibetan people in Asbestos County is faced with problems such as the serious disappearance of ethnic cultural resources and insufficient development of ethnic culture.On the basis of the protection and inheritance of traditional culture,how to carry out the innovative use of traditional culture,transform cultural resources into modern commodity resources,and promote the synergistic development of the protection and inheritance of outstanding traditional culture and related industries are issues that need to be addressed in the protection of Muya Tibetan culture and economic development in Asbestos County.In the context of the rural revitalization strategy and the development of cultural and creative industries,the project explores the design of cultural and creative brands based on the Muya Tibetan culture in Asbestos County,and contributes to the synergistic development of the Muya Tibetan cultural economy and minority cultural and creative brands in Asbestos County.The exploration of the Muya Tibetan cultural and creative brand in Asbestos County has enabled the Muya Tibetan cultural resources to be systematically collated and then creatively transformed into the market,promoting the economic and cultural development of the region and enhancing the competitiveness and influence of local culture.This paper firstly compares the concepts and research progress of Muya Tibetan cultural creation;secondly,through field surveys and literature collection,the existing Muya Tibetan cultural resources are summarised and analysed to provide basic materials for brand design practice;then,research and analysis of the relevant market environment is conducted to summarise the existing market environment and consumer demand,and based on the brand concept and brand positioning,a design strategy is proposed for Muya Tibetan cultural creation brand design practice from the brand perspective.Finally,based on the brand level perspective and design strategy,a systematic overall design is carried out in terms of brand positioning,image identity and product system to shape the Muya Tibetan cultural and creative brand with local characteristics.From the perspective of the brand level,combined with relevant design techniques,the unique Muya Tibetan cultural and creative brand of Asbestos County can not only strengthen the protection and inheritance of Muya Tibetan traditional culture,but also provide reference for the development of other minority cultural and creative brands,cultivate minority cultural and creative brands,activate rural cultural and creative industries,and further promote the cultural and economic development of the Muya Tibetan region.