Research on the Branding of Intangible Cultural Heritage Enabled by Digital Technology

Abstract

This study explores the strategies and methods of branding intangible cultural heritage (ICH) under the empowerment of digital technology. By analyzing the application of digital technology in the display, protection, innovation, and transformation of ICH, the research reveals how digital technology enhances the market competitiveness of ICH projects and provides new insights for their sustainable development. In addition, the study proposes key branding strategies for ICH, including brand positioning, image design, and market promotion, which are validated through specific case studies. The findings show that the application of digital technology not only protects and inherits ICH but also promotes its integration with modern life and facilitates its innovative development. However, the research also identifies challenges such as technological and talent challenges, as well as the balance between cultural protection and commercialization, and offers corresponding countermeasures and suggestions. This study provides theoretical support and practical guidance for ICH branding and is of great significance for promoting the inheritance and development of ICH in modern society.