Research on the Village Brand Building Strategy and Practical Creation: Taking Kongmei Village, Longjiang as an Example

摘要

This paper takes candy cake of Kongmei, Longjing as the starting point, conducts on-the-spot investigation and research of Kongmei Village in Longjiang, excavates the culture of Kongmei Village, and integrates village culture stories and village effective resources to build village brand. The article explores how to effectively use and integrate cultural resources to build a sustainable village brand and establish a distinctive brand image of regional culture. It provides realistic and evidence-based creative design strategies, conduct research with investigation, cultural exploration, cultural story construction, design products, and sustainable industry extension as the main line, and then summarize the design creative methods and the design ideas for creating a complete brand system. The creation of village brands is of great significance to the economic, cultural and environmental development of the village.