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China has abundant intangible cultural heritage resources. However, economic development brings pressure to ecological environment, changes of which have direct influence on the protection of intangible cultural heritage. At current stage, due to lack of strong consciousness of intangible cultural heritage protection in many regions in China, a part of intangible cultural heritage is in imminent danger. Establishment of intangible cultural heritage brands means inheritance and development of intangible cultural heritage, and is also a way of intangible cultural heritage protection. This paper mainly studies on intangible cultural heritage brands from the perspective of ecological protection with an example of protection of intangible cultural heritage in Southeastern Hubei Province. As intangible cultural heritage has tourism value, various countries begin to attach importance to tourism development of intangible cultural heritage. However, unreasonable development is caused for many factors, which cannot inherit or develop intangible cultural heritage but lead to frequent problems in its protection. Establishment of intangible cultural heritage brands is an important way of intangible cultural development as well as inheriting and carrying forward Chinese culture, and formation of intangible cultural heritage brand advantages is the key of enhancing the competitiveness of Chinese cultural enterprises. I. Connotation of intangible cultural heritage In 2003, definition of the concept of intangible cultural heritage by the UNESCO was fully demonstrated in Convention for the Safeguarding of the Intangible Cultural Heritage: intangible cultural heritage refers to "a variety of practices, forms of expression, performances, knowledge and skills, and relevant tools, material objects, crafts and cultural places that are regarded as cultural heritage by groups, teams and individuals." According to definition of the UNESCO, intangible cultural heritage mainly includes legends passed down by word of mouth; forms of performance; manners, customs and etiquette etc formed at different social stages; practical achievements of human beings in conquering the nature and exploring knowledge; and traditional handicrafts. In 2004, China also joined this Convention. In 2005, China also issued relevant documents, which provided work of China to be implemented in protection of intangible cultural heritage including principles, objectives and methods etc, and various regions had also declared regional intangible cultural heritage for rating, and these intangible cultural heritage was made public in the form of directory. From an international perspective, intangible cultural heritage is an important performance of national culture, and represents characteristics of local cultures from a national aspect. With respect to the current situation of some intangible cultural heritage being in imminent danger, increasing efforts in protection of intangible cultural heritage is one of main ways for a country to inherit its traditional cultures. The country, government and individuals shall improve their protection awareness of inheriting Chinese outstanding culture and retaining Chinese cultural connotation.

Study on Intangible Cultural Heritage Brands from the Perspective of Ecological Protection