Research on Inheritance and Innovation under the Perspective of Non-legacy Brand Revitalization

Taking Su Embroidery as an Example

Abstract

Su embroidery is a kind of folk handicraft popular in the area of Sichuan, and it is regarded as the first of the “Four Famous Embroideries of China”. Su embroidery carries a strong cultural imprint, has a deep historical heritage, and is listed in the National Intangible Cultural Heritage Protection Catalog. In the process of inheritance and development of Su embroidery technology, through the analysis of the challenges faced by Su embroidery technology in the current market to find the market positioning, strengthen the optimization of Su embroidery technology to enhance and promote the brand, explain the innovative use of multimedia technology in the digital creation of the brand, to enrich the propaganda channels of Su embroidery technology, to set up the brand's degree of memory and cognition, and to effectively convey the brand information, to achieve multi-dimensional publicity effect, making its cultural connotation well preserved. The cultural connotation can be well preserved and promoted, which has a positive effect on the inheritance and development of Su embroidery craft.