Gene decoding, model building and brand developing of Yangtze finless porpoise culture: a theoretical analysis framework

Purpose The Yangtze Finless Porpoise (YFP) has emerged as both an iconic species and a cultural symbol, yet its cultural branding suffers from an undefined cultural core, fragmented structural design and limited sustainability. This study aims to systematically decode the core cultural dimensions of the YFP, construct a multi-layered cultural model and propose sustainable brand-building strategies that reinforce cultural identity and support ecological conservation. Design/methodology/approach Employing cultural gene theory as an analogical framework, and integrating concepts of rationality from Chinese and Western philosophy, the paper establishes a four-dimensional cultural framework comprising Aesthetic, Theoretical, Practical and Communicative rationalities (A-T-P-C). These dimensions form the analytical foundation for decoding YFP culture. A five-layer cultural structural model – spanning spiritual, institutional, behavioural, material and image layers – is constructed to organize these dimensions into a coherent brand architecture. Based on this dual theoretical foundation, a comprehensive brand-building framework encompassing positioning, shaping, dissemination, extension, maintenance and innovation is derived. Findings The A-T-P-C framework effectively identifies and organizes the core cultural elements of the YFP into a dynamic value-generation loop. The five-layer cultural structural model clarifies the hierarchical and multidimensional nature of YFP culture, translating abstract cultural dimensions into a manageable brand architecture. Building on these foundations, a sustainable “protecting the YFP with the YFP brand” strategy is proposed, fostering a virtuous cycle between cultural dissemination and ecological conservation. Originality/value This study pioneers the integrated application of cultural gene theory and philosophical rationality to species-centric cultural branding. By proposing a novel A-T-P-C cultural dimension framework coupled with a five-layer structural model, it delivers a systematic methodology for decoding, structuring, and branding YFP culture. The integrated theoretical framework provides conceptual insights and practical tools for the sustainable development of YFP culture and its ecological preservation.