Research on Branding Development of Daye Embroidery in the Context of Digital Marketing

Abstract

Against the backdrop of increasing awareness of intangible cultural heritage preservation, the branding of traditional handicrafts has
become a crucial initiative for inheriting and promoting national culture. This study focuses on the branding development of Daye embroidery
within the context of digital marketing. By analyzing the core challenges in its branding process, targeted development strategies are proposed. The research finds that the Daye embroidery brand faces multiple challenges in its inheritance and development, including a cultural
identity crisis, contradictions in promotion models, and obstacles in shaping its cultural image. In response, this study proposes a series of targeted strategies: leveraging storytelling marketing to deepen cultural identity, adopting interactive experiences to bridge promotion contradictions, and employing multidimensional communication to enrich brand connotation.