Huainanzi is a remarkable book with profound academic and humanistic value,but its brand appeal in the field of consumer culture is generally weak.This paper,with the guidance of brand recognition theory by David A.Aaker,analyzes the brand elements of Huainanzi from the product layer,organizational layer,personality layer,and symbol layer.It is found that there are"fuzzy,scattered,and even uncoordinated brand elements"in Huainanzi.Therefore,it is proposed to build a distinctive brand positioning for Huainanzi,innovate core products and symbols,link the extending recognition.With the help of new media,Huainanzi will be turned into a beautiful cultural and tourism brand.
关键词
《淮南子》/文旅品牌/品牌识别
Key words
Huainanzi/cultural and tourism brand/brand recognition
维普
万方数据