Cultural intellectual property (cultural IP) has become an important approach for textile and apparel brands to enhance cultural expression, symbolic recognition, and market competitiveness. However, existing studies are still largely qualitative, and systematic quantitative evaluation of the effect of cultural IP on brand value enhancement remains insufficient. To address this gap, this study examines the effect of cultural IP on textile and apparel brand value from the perspectives of mechanism analysis and quantitative evaluation. An evaluation index system consisting of one target layer, five criterion layers, and fifteen indicators is constructed. On this basis, a quantitative evaluation model integrating the Analytic Hierarchy Process (AHP) and the fuzzy comprehensive evaluation method is established. Using expert scoring and three representative textile and apparel brand cases, the empirical results show that cultural value, consumer value, and brand appreciation value are the most important dimensions influencing brand value enhancement. The comprehensive evaluation scores of Brand A, Brand B, and Brand C are 83.3, 78.0, and 69.1, respectively. The findings indicate that the effectiveness of cultural IP depends on coherent integration with brand positioning, its recognition by consumers, and its contribution to long-term brand value.

cultural ip, textile and apparel brands, brand value enhancement, analytic hierarchy process, fuzzy comprehensive evaluation