01066nas a2200133   4500000000100000008004100001100001400042700001200056245012400068300001200192490000800204520070600212020001400918       2018                            d1 aJing Yang1 aYu Chen00aBrand Building of "Guang Embroidery" of Intangible Cultural Heritage Based on "Brand Contact Point Communication" Model  a403-4080 v2323 aGuang embroidery belongs to national intangible cultural heritage and currently faces some problems related to how to keep sustainable development. Based on the inheritance of Guang embroidery and development situation of market, this paper puts forward the viewpoints of building a brand, attempts to solve the problems of difficult inheritance and poor market profitability and so on. According to the classification of contact points based on brand value in the "brand contact point communication" model, this paper puts emphasis on analyzing the current situation of the value level of its important contact points, and proposes solutions to improve brand and value from the perspective of design.  a2352-5398