Narrative Study of Chinese Traditional Handicraft Brand

Shaping Chinese traditional handicraft brands through brand narratives is a systematic, comprehensive, and complex research and practical topic. This article innovatively adopts the perspective of brand stories and bases itself on brand narrative theory. It examines the current status of Chinese traditional handicraft brands in narrative practice, focusing on new narrative contexts such as the communication and consumption environments faced by the modern inheritance of traditional handicrafts. Furthermore, it proposes strategies for narrative construction of Chinese traditional handicraft brands, aiming to explore a path for shaping handicraft brands that is positive, modern, warm, and emotionally engaging.