Constructing a Visual Discourse System for Cultural and Creative Brands in Xizang: An Integrated Visual Grammar-AHP-EWM Approach 
Zhao Bingran Zhou Hong

School of New Media Art and Design, Beihang University, Beijing 100191, China

Abstract：Cultural and creative brands in Xizang work with distinctive regional materials, crafts, and narratives, but many still rely on isolated motifs and loosely connected touchpoints. This study develops a visual-discourse framework by combining visual grammar, the analytic hierarchy process (AHP), and the entropy weight method (EWM). Twenty candidate brands were screened, and Songtsam, Norlha, Nerhi, and Boundless Himalaya were selected for close analysis. The representational, interactive, and compositional dimensions of visual grammar generated 21 preliminary indicators. A survey of 200 participants reduced the list to 12, after which ten experts completed AHP pairwise comparisons and EWM scoring was applied to the same indicator system. The combined weights assigned 41.01% to representational meaning, 32.33% to compositional meaning, and 26.66% to interactive meaning. The highest-ranked indicators were regional characteristics of cultural symbols (13.527), distinctive brand characteristics (11.461), and brand value proposition (10.168). A supplementary reading of Atelier Changphel shows how the framework can diagnose narrative focus, cross-media coherence, and audience interaction. The findings suggest that cultural motifs become effective brand resources only when they are tied to a clear value proposition and sustained across media.

Keywords: visual grammar; analytic hierarchy process; entropy weight method; cultural and creative brands in Xizang; brand visual identity; visual discourse

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