Inheritance and Development of Intangible Cultural Heritage in Guang-dong Province under the Mode of Brand Eequity -- Based on A Research and Analysis of Dancing Lion in Guangdong.

Abstract

This Research article wear 1. Application level: Try to apply the theoretical method of brand equity to the field of intangible cultural heritage, propose a brand operation model suitable for developing Guangdong Dancing Lion culture through empirical research, and provide the relevant foundation for the government to formulate policies. 2.Theoretical level: Integrate the theory of brand management with folklore, sociology, anthropology, and other disciplines to understand Guangdong Dancing Lion culture from a new perspective and enrich the theoretical system of intangible cultural heritage protection. 3.Methodological level: To skillfully use SPSS software and combine the measurement models related to brand asset management to provide a new analytical perspective for protecting intangible cultural heritage.4.To provide empirical research for the combination of intangible cultural heritage protection and creative industries, to provide theoretical and practical support for the inheritance and development of Guangdong intangible cultural heritage under the creative industry model, and to promote the protection, inheritance and innovative development of the Dancing Lion tradition in Guangdong.

The quantitative research is the quantifiable part of the Dancing Lion intangible cultural her-itage project and restore the original status of inheritors and cultural and creative brands in the form of data. In the conclusion of the paper, qualitative research methods and strategies are still adopted, that is, based on the analysis results of quantitative research data, the en-lightenment of the research results is expounded and relevant suggestions are put forward. In summary, cognition, popularity, loyalty, and market behavior have a positive impact on brand equity, and these relationships are statistically significant. This means that increased cognition, popularity, loyalty, and market behavior can contribute to the growth of brand equity.