景颇族目瑙纵歌的品牌塑造与活化路径探析

中图分类号：G122 文献标识码：A 文章编号：2096-4110（2025）12（a）-0091-05

An Analysis of Brand Building and Revitalization Path of Jingpo Ethnic Group's Munao Zongge

JIANG Hui 1，2 ， YANG Xuening1 （1.Schoolof Design，GuangxiNormalUniversityGuilin Guangxi，54106，China;2.FacultyofEducation，GuangxiNormal University，Guilin Guangxi， ， China）

Abstract：Asaculturalcarierembodyingethnic historical memoryspiritualbeliefs，andcollectivewisdom，theJingpo Munao ZonggeservesasacoresbolofregioalculuralidentityIspreserationoldsrplacablevalueinmantainingteuluralroots of ethnic groups.Howeve，geogapcalremotens hasdiminishdexteralatentiontoisculre，hilelanguagebarieshder motionalresonance，posingchallngesinculturalinteractionandknowledgedissemination.Thisstudyfocusesonfestivalbranding， employingliteratureanalysistotracetheculturalDNAofMunaoZonge.Itexaminesbrand-buildingelementsfromthreedimesions： cultural，ndustralndontalsptsoughalngtdngctics，teesfosicalt likeJingpoethniccostumes，songs，totems，andcusineintomodernvisualsymbols.Byextractingandtranslatingintangiblecultural conotationshileitegatingfstivalarativesitpropossevitalizationpatwaysforMunaoZongeFestivalbranding.Teac establishes adualaproachbalncingcturalatheticityandarketaaptbilitupgadingtradiioalfestivalsitoregiallistinctiveculturalIPs.Thisadvancementpromotesmoderndiseminationofethnicminorityfestivalculturesandsustainabledevelopmentoflocalculturaltourismindustries inChina，providingapractcal odelforcollborativepreservationoffestivaltraditios.

KeyWords：Jingpo Munao Zonge;Intangibleculturalheritage;Branddesign;Revitalizationpathways;Ethnicminorityfestivals; Cultural tourism industry

体，既是民族身份认同的符号，也是文旅产业发展的重要资源。（剩余6085字）