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

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