Research on the Branding of Museums' Cultural Heritage Communication Design with Digital Engagement

The development of museums has undergone a transformation from private collections to places of public education. With the diversification of public needs and the increase of recreational facilities, museums have gradually transformed into commercialization, broadening their cultural communication channels through merchandising and digitalization. Design, as the core of cultural and creative industries, has an important impact on museum branding and product design. Design can not only transform cultural elements into perceptible products, but also enhance brand impression and form brand consensus through narratives. The goal of this study is to analyze the current situation of museum branding and its commercialization measures in various countries and to explore how to promote the communication and development of museum cultural heritage through creative design and digital technology from a design perspective. The thesis makes comprehensive use of qualitative and quantitative analysis methods to propose specific strategies suitable for the development of museum branding, to provide reference for enhancing the influence of museums, and to promote the development of the local culture and economy. This thesis adopts a variety of methods such as comparative literature analysis, case study, field survey, observation method, qualitative research, questionnaire research, and quantitative data analysis. By combining and summarizing a large amount of literature and incorporating practical case studies, the problems encountered in the process of museum branding and the solution paths are discussed in depth. At the same time, the interdisciplinary research method is used, integrating theoretical knowledge from economics, management, musology, sociology and other fields, in order to comprehensively and accurately analyze the design and communication strategy of museum branding. The first chapter of the thesis introduces the background and purpose of the study and discusses the importance of museum branding and the necessity of the research. Chapter 2 analyses the historical development and current status of museum branding through literature analysis and case studies. Chapter 3 focuses on the research and case analysis of museum branding and cultural heritage communication design to understand the approach and current status of museum branding cultural heritage design today. Chapter 4 clarifies the key factors affecting museum cultural heritage communication design by combing and analyzing the existing literature. Chapter 5 is based on questionnaire data and empirically examines the research on museum branding and cultural heritage design. Chapter 6 summarizes the full text of the research results, proposes a strategy of museum branding and the future direction of development, and makes reflections and outlooks. The study concludes that museum branding and product design are key to cultural communication and business value enhancement. Through innovative design and digital communication strategies, museums can better connect history and modernity and enhance the public's cultural experience. The research proposes a series of specific branding development strategies, including strengthening the symbolic elements of the brand, expanding the brand narrative space, and expanding the brand's impact through interactions and collaborations. These strategies aim to help museum branding become sustainable and maximize cultural communication in the digital age.