Author(s)

Cai Xiaohong

Corresponding Author

Cai Xiaohong

Abstract

This article analyzes the macro background of the existing cultural and creative brand design, points out the current development problems of the cultural and creative brand and the transformation and upgrading trend of consumers. Based on the EMD (experience marketing design) perspective from the brand design process and brand value A set of systematic, valuable and innovative cultural and creative brand design strategies are proposed in three aspects of creation and brand-level attributes, with a view to providing a guiding reference for the brand establishment of cultural and creative products.

Keywords

Cultural and creative brand, Emd (experience marketing design), Brand design