Intangible Cultural Heritage IP Narrative Empowers New Domestic Brands: Research on the Mechanism of Cultural Identity Construction and Value Transformation Path

DOI: https://doi.org/10.62517/jbm.202609309

Author(s)

Jinhan Zhou

Affiliation(s)

School of Product Design and Operations, Srinakharinwirot University, Bangkok, Thailand

Abstract

Against the backdrop of intensified brand competition in the cultural and creative industries, new domestic brands commonly face the practical challenge of disconnection between cultural expression and consumer engagement. This research focuses on the narrative empowerment mechanism of Intangible Cultural Heritage (ICH) IP, aiming to reveal how it constructs an "invisible bond" to drive cultural identity, thereby facilitating the systematic transformation from cultural value to commercial value. By integrating case studies, in-depth interviews, and consumer text mining, a tripartite theoretical framework of "cultural identity-emotional resonance-value conversion" is established. The findings indicate that ICH IP narratives effectively reshape the emotional connection between consumers and brands by awakening collective memory and a sense of identity, thus addressing the core issue of cultural-consumption disconnect. This study provides a practical, actionable pathway centered on the "invisible bond" for cultural empowerment and sustainable monetization in cultural and creative brands, offering both theoretical depth and practical guidance.

Keywords

Intangible Cultural Heritage IP; New Domestic Brands; Cultural Identity; Brand Narrative; Value Conversion.

References

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