A Study on the Empowerment of Traditional Chinese Time-Honored Brands Through Digital Intelligence Technology in Branding Communication Representation and Pathways
Abstract
With the rapid advancement of digital intelligence technology, brand design is undergoing significant transformations, presenting both unprecedented opportunities and complex challenges in cross-cultural communication. The integration of cutting-edge technologies such as virtual reality (VR), artificial intelligence-generated content (AIGC), and blockchain is redefining how traditional brands engage with global audiences, providing innovative solutions for cultural communication and value dissemination. These technologies not only facilitate deeper consumer interaction but also enhance brand authenticity and heritage preservation, enabling brands to establish stronger emotional connections with diverse markets. This study examines the impact of digital intelligence on traditional branding, focusing on its potential to empower long-established brands by integrating digital tools into their strategic development. Using the renowned Chinese brand Hengyuanxiang as a case study, this research explores its intangible cultural heritage, specifically the Shanghai-style wool weaving techniques, which represent a rich legacy of craftsmanship. By analyzing the brand’s current positioning and developmental trajectory within the digital and globalized landscape, this study reveals how digital intelligence technologies contribute to personalized content creation, immersive consumer experiences, and emotionally resonant storytelling. Furthermore, it highlights the role of digital platforms in safeguarding and revitalizing intangible cultural heritage, ensuring its continuity and relevance in the contemporary era. Through a comprehensive strategic framework, this research provides valuable insights into how heritage-rich brands can maintain cultural authenticity while leveraging digital intelligence to enhance their competitiveness and expand their global influence.
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