Case Study on the Construction of Rural Brand Identity Based on Optimal Differentiation Theory: A Case Study of Zhaoshan Town, China

areas in cultural tourism development. Taking Zhaoshan Town as a case, it explores how Optimal Distinction Theory can be applied to construct a differentiated and sustainable rural brand identity. Materials and Methods: Using a mixed-method approach combining literature review, field investigation, questionnaires, and structured interviews, the study analyzed perceptions of cultural symbols among tourists and locals. It systematically examined tensions between cultural inheritance and market adaptability in rural branding. Results: Findings reveal significant cognitive gaps between internal and external stakeholders regarding core cultural symbols, leading to structural contradictions in brand development. The study proposes a "three-dimensional brand symbol architecture" model and dynamic symbol density calibration to balance cultural authenticity and market recognition. Conclusion: The application of Optimal Distinction Theory provides a viable framework for resolving symbol alienation and homogenization in rural branding. The study offers theoretical and practical insights for constructing sustainable cultural tourism brands in rural revitalization contexts.