Research on the Brand Construction and Management of Intangible Cultural Heritage in Guangzhou City, China: The Post Pandemic View Point

With the advent of globalization and information age, the image of countries and regions has also been elevated to an unprecedented height, and the development of national and regional "soft power" has received consistent attention. The brand construction of intangible cultural heritage in Guangzhou needs to be based on reality, establish a clear brand image, use market-oriented development means, increase the strength of cultural communication, improve the centrification force, and complete the unification and construction of economy, society and culture. First of all, on the basis of "cultural heritage," it is necessary to make reasonable overall planning and develop towards the direction of "cultural production." Combined with the current development status, reasonably coordinating the relationship between political advantages and economic power requires not only the continuous accumulation of cultural knowledge in a subtle way, but also the display of corresponding cultural value in humanistic connotation, so as to provide more living space for the brand building of local intangible cultural heritage resources in Guangzhou. Secondly, the "branding" management and protection of intangible cultural heritage need to improve the effective branding management on the basis of protecting intellectual property rights. Enterprises, universities and scientific research units in Guangzhou are organically combined to improve the strength of brand culture development, ensure the trajectory of marketization, and obtain more economic and social benefits. Finally, it is necessary to be based on reality, integrate into the management content of the brand, clarify the market positioning, clarify the degree of exposure, reasonably protect and develop, and present the advantages of their own protection work to everyone's vision.