Design plays a significant role in shaping national economies, cultures, and societies. Local governments worldwide are increasingly leveraging design to establish distinctive values and reinforce cultural identity. This study examines the visual identity of major Taiwanese folk religious events through literature review, case analysis, and expert interviews, with the aim of exploring branding and promotional models for cultural activities. The research analyzed five cases designated as “Important Traditional Folk Customs” under Taiwan’s National Intangible Cultural Heritage, along with one general folk custom. These cases were assessed in terms of brand visual identity and integrated marketing communication. Findings show that the general folk custom Daxi Daxi performed strongest across five indicators—basic identity system, visual extensions, brand strength, IP development, and integrated marketing communication—demonstrating a comprehensive structure and international potential. Among the heritage cases, the Donggang King Boat Ceremony revealed strong local symbolism and emerging IP development. Expert interviews emphasized that local brand construction requires early strategic planning, leadership by key figures, institutional organization, and continuity of identity systems. Sustainable development further depends on balancing local distinctiveness, narrative storytelling, and visual IP strategies. To ensure long-term success, political interference should be minimized while collaboration between public and private sectors should be promoted. These findings provide insights into strengthening local culture, advancing place marketing, and enhancing the enduring impact of cultural branding.

Authors:
Ching-Jung Fang, Ming Chuan University, Taiwan
Jie-Yu Peng, University of Ming Chuan, Taiwan

About the Presenter(s)
Dr. CJ Fang is a Professor in the Department of Commercial Design at Ming Chuan University, Taiwan. She completed her PhD in Design at National Taiwan Normal University, establishing her scholarly expertise in advertising design, visual communication, and integrated marketing communication. Over the past decade of teaching and research, she has specialized in advertising creativity, communication effectiveness, place branding, and the integration of design strategies into cultural revitalization and local marketing.

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