In the context of Zhejiang Province′s promoting the collaboration between underdeveloped mountainous areas and developed coastal areas and boosting the high-quality development of 26 counties in mountainous areas, the work aims to explore the innovation model and design strategy of rural intangible cultural heritage brand based on the intelligent semantic analysis technology and relying on the concept of intelligent creative design. Firstly, the characteristics and shortcomings of the construction of regional rural intangible cultural heritage brand were sorted out through literature research combined with field studies. Secondly, relying on intelligent creative design as the theoretical basis, a new design model for rural intangible cultural heritage brands was built. Then, the typical data sources were selected for the audience evaluation of Chinese cultural and creative products, and the word frequency statistics, emotional tendency analysis and LDA theme analysis were conducted by intelligent digital technology. Focusing on excavating brand culture, establishing brand image and innovating brand vitality, the innovative design strategies for rural intangible cultural heritage brand image were proposed. Based on the empowerment of information technology such as machine learning and intelligent semantic analysis, the innovative design strategies of intangible cultural heritage brand image in the context of future rural construction are put forward and the intelligent design, content creativity and cultural value are integrated to create a new model for rural intangible cultural heritage brand design and explore a new direction for the development of rural cultural and creative industries.