Brand Construction From The Perspective Of Regional Culture

With the development of the times,brand awareness has become increasingly important in the minds of the public,and the image constructed by a brand can also reflect the culture of a region.Based on the perspective of regional culture,brand building research can selectively extract and integrate the content of regional culture mentioned in this article to adapt to the inheritance and dissemination of current culture.As one of the top ten famous mountains in China and the carrier of this study,Mount Lushan in Jiangxi has a strong cultural heritage and resources.However,its brand awareness is currently weak,which has led to the lack of a brand that reflects local regional culture in recent years.Tourists’ memories of Mount Lushan are also limited to the scenery,without a deep understanding of its rich cultural connotations.Therefore,how to build a silk and bamboo button porcelain tea set brand that can include the regional culture of Lushan is an important research content of this article.In Jiangxi Province,the development of Ruichang bamboo weaving and Jingdezhen porcelain is good in their respective fields.Porcelain has a wider dissemination compared to bamboo weaving,and both originate from Jiangxi.However,there is a lack of good integration and local brands innovating in this area.How to innovate in the integration between Ruichang bamboo weaving and Jingdezhen porcelain needs to be considered.This article takes the regional culture of Lushan as the background,combines the local Ruichang bamboo weaving in Jiangxi with Jingdezhen porcelain,conducts on-site inspections in three places to collect data,and uses questionnaire survey method to understand modern consumers’ understanding and aesthetic needs of silk and bamboo button porcelain tea set brands.By analyzing the historical origins,product concepts,values,and technological characteristics of tea set brands,combined with domestic and foreign brands,and starting from three aspects of brand connotation,visual image,and product design,we systematically construct a silk and bamboo button porcelain tea set brand with Lushan cultural heritage,known as "This Mountain".This study combines the regional culture of Lushan with the local intangible cultural heritage handicrafts of Jiangxi,responding to the call for national cultural confidence and providing some inspiration for the construction of regional cultural brands in the future.