Gathering and Dispersing Energy:Brand Building and Promotion of Lingjiatan Jade Culture

Taking the branding strategy of Lingjiatan jade culture as the entry point and focus point, based on the in-depth analysis of the heterogeneous characteristics of Lingjiatan jade culture, we propose the branding path of precisely positioning the national brand development strategy, deepening the construction of the national archaeological site park, deeply developing the cultural and creative products with the same roots, and condensing and superimposing the multi-dimensional characteristic imagery elements of the times. At the same time, the brand promotion strategy should focus on setting up the Lingjiatan jade culture consumption season, developing the Lingjiatan jade culture thematic tour project, integrating the Lingjiatan jade culture industry chain, and playing the Lingjiatan jade culture image combination card, so that the Lingjiatan jade culture brand can not only highlight its value and serve the society but also become a household name and stay in the hearts of people.