Research on the Cultural Brand Image Shaping of Regong Art, a Intangible Cultural Heritage Based on CIS Theory

This paper examines and delves into the cultural resource characteristics of the intangible cultural heritage of Regong art through analysis. It integrates the distinctive features of Regong culture with brand image construction. Based on the Corporate Identity System (CIS), the study employs a model for brand image construction. This model is founded upon the systems of Mind Identity System (MIS), Behavior Identity System (BIS), and Visual Identity System (VIS) to propose corresponding recommendations for shaping the cultural brand image of Regong art. Regong art, as one of China's highly significant and representative forms of intangible cultural heritage, embodies the importance of shaping its cultural brand image. This endeavor is crucial for delving into the historical and cultural significance, ensuring the continuity, preservation, and development of historical and cultural heritage, promoting the creative transformation and innovative development of outstanding traditional culture, and driving the comprehensive protection, inheritance, and high-quality sustainable development of intangible cultural heritage projects across China.