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Research on the Inheritance Path and the Branding Inheritance Model of Traditional Crafts

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  • Yiming Zhong

    (Student Affairs Department, Southwest University of Science and Technology, Mianyang 621010, China
    School of Public Affairs, University of Science and Technology of China, Hefei 230026, China
    These authors contributed equally to this work.)

  • Shukun Tang

    (School of Humanities and Social Sciences, University of Science and Technology of China, Hefei 230026, China
    These authors contributed equally to this work.)

  • Mei Lan

    (School of Foreign Languages and Cultures, Department of Business English, Southwest University of Science and Technology, Mianyang 621010, China)

Abstract

The inheritance of traditional crafts has contemporary value in the economy and socio-culture and, hence, the development of human civilization. China is well known for its traditional crafts and is the main subject of international traditional craft research; the Chinese government is the first leading force in traditional craft inheritance. This paper employs the grounded theory to analyze the content of 79 national policies on traditional crafts in China from 1960 to February 2022, and induces, compares, refines, and formulates an inheritance path for traditional crafts under the guidance of current public cultural policies in China. The path clarifies the Chinese government’s overall structure for traditional craft inheritance and can also serve as a reference for the international community in revitalizing traditional crafts and maintaining cultural continuity. The path contains five models, among which, the branding inheritance model is key to the revitalization of traditional crafts, yet in both theory and practice, there is a lack of implementation plans. This paper reviews branding theories, sorts out the four attributes of brand “Identification, Communication, Value, and Culture”, and then analyses the advantages of the branding inheritance model for traditional craft inheritance in four dimensions—recognition, identification, acquisition, and survival. Subsequently, this study selects the classical brand model focusing on each of the four attributes, explores the path to constructing the four attributes of traditional craft brands with a distinct operational logic, integrates the results of constructing the four attributes, forms a three-stage model of traditional craft branding inheritance, and analyzes the logical relationships of the components in the model. The model is a concrete implementation plan of the traditional craft branding inheritance, which aims to help public institutions formulate policies and guide practices in traditional craft inheritance, by providing a scientific strategic framework with a high degree of universality.

Suggested Citation

  • Yiming Zhong & Shukun Tang & Mei Lan, 2023. "Research on the Inheritance Path and the Branding Inheritance Model of Traditional Crafts," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:5878-:d:1109644
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    References listed on IDEAS

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    1. Samane Zare & Mahdi Asgari & Timothy Woods & Yuqing Zheng, 2020. "Consumer proximity and brand loyalty in craft soda marketing: A case study of Ale‐8‐One," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 522-541, October.
    2. Mevhibe Albayrak & Melda Ozdemir, 2012. "The role of Geographical indication in brand making of Turkish handcrafts," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 2(3), pages 109-118, June.
    3. Michael Beverland, 2009. "Building Brand Authenticity," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-25080-2, December.
    4. Mevhibe Albayrak & Melda Ozdemir, 2012. "The role of Geographical indication in brand making of Turkish handcrafts," International Journal of Business and Social Research, LAR Center Press, vol. 2(3), pages 109-118, June.
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