Research on the Village Brand Building Strategy and Practical Creation Taking Kongmei Village, Longjiang as an Example

DOI

10.2991/cesses-18.2018.90How to use a DOI?

Keywords

village brand; brand building; Kongmei Village

Abstract

This paper takes candy cake of Kongmei, Longjing as the starting point, conducts on-the-spot investigation and research of Kongmei Village in Longjiang, excavates the culture of Kongmei Village, and integrates village culture stories and village effective resources to build village brand. The article explores how to effectively use and integrate cultural resources to build a sustainable village brand and establish a distinctive brand image of regional culture. It provides realistic and evidence-based creative design strategies, conduct research with investigation, cultural exploration, cultural story construction, design products, and sustainable industry extension as the main line, and then summarize the design creative methods and the design ideas for creating a complete brand system. The creation of village brands is of great significance to the economic, cultural and environmental development of the village.

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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TY  - CONF
AU  - Jing Yang
AU  - Jiamin Zhang
PY  - 2018/11
DA  - 2018/11
TI  - Research on the Village Brand Building Strategy and Practical Creation Taking Kongmei Village, Longjiang as an Example
BT  - Proceedings of the International Conference on Contemporary Education, Social Sciences and Ecological Studies (CESSES 2018)
PB  - Atlantis Press
SP  - 404
EP  - 408
SN  - 2352-5398
UR  - https://doi.org/10.2991/cesses-18.2018.90
DO  - 10.2991/cesses-18.2018.90
ID  - Yang2018/11
ER  -