Research on the Construction and Communication Strategies of Rural Intangible Cultural Heritage Brands

This paper takes Baishuidong Village in Hunan Province as its research subject, focusing on the construction and communication strategies of rural intangible cultural heritage brands.It provides a detailed overview of Baishuidong Village and the current status of its local intangible cultural heritage green tea, indigo dyeing, and embroidery industries, including their operational models, brand development, and challenges faced, while also exploring the challenges of village tourism branding.Finally, it proposes a dissemination strategy based on short videos, pointing out the current shortcomings in dissemination and emphasizing the need to combine intangible cultural heritage with fashion trends, leveraging content marketing to build brands and promote rural industrial development.