Proceedings of the 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018)

Brand Building of “Guang Embroidery” of Intangible Cultural Heritage Based on “Brand Contact Point Communication” Model

Authors
Jing Yang, Yu Chen
Corresponding Author
Jing Yang
Available Online July 2018.
DOI
10.2991/icadce-18.2018.85How to use a DOI?
Keywords
Guang embroidery; brand contact point communication; brand building
Abstract

Guang embroidery belongs to national intangible cultural heritage and currently faces some problems related to how to keep sustainable development. Based on the inheritance of Guang embroidery and development situation of market, this paper puts forward the viewpoints of building a brand, attempts to solve the problems of difficult inheritance and poor market profitability and so on. According to the classification of contact points based on brand value in the “brand contact point communication” model, this paper puts emphasis on analyzing the current situation of the value level of its important contact points, and proposes solutions to improve brand and value from the perspective of design.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
10.2991/icadce-18.2018.85
ISSN
2352-5398
DOI
10.2991/icadce-18.2018.85How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Jing Yang
AU  - Yu Chen
PY  - 2018/07
DA  - 2018/07
TI  - Brand Building of “Guang Embroidery” of Intangible Cultural Heritage Based on “Brand Contact Point Communication” Model
BT  - Proceedings of the 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018)
PB  - Atlantis Press
SP  - 403
EP  - 408
SN  - 2352-5398
UR  - https://doi.org/10.2991/icadce-18.2018.85
DO  - 10.2991/icadce-18.2018.85
ID  - Yang2018/07
ER  -