The work aims to study the brand construction and product practice design of Taoyuan wood carving, an intangible cultural heritage in Hunan Province, under the background of rural revitalization policy. By literature review and field investigation, Taoyuan County was investigated to analyze the status quo and shortcomings of the existing wood carving brand communication in Taoyuan. Through SPSS factor analysis and AHP analytic hierarchy process, factors affecting the inheritance and development of Taoyuan wood carving were obtained and the concept of brand construction was put forward at the three levels of cultural ownership value, regional economic value and operation and communication value to establish a brand value system and realize the brand promotion of wood carving. The research found that there was a positive correlation between wood carving theme, pattern and craft and brand purchase, and a negative correlation between wood carving color, material and price and brand purchase. Based on this, a new model of "brand mission (business concept) + brand art (visual visibility) + brand empowerment (user participation)" was constructed to design and promote brand application. In conclusion, the construction and promotion of wood carving brand can establish the brand image of Taoyuan wood carving, drive the dissemination of regional characteristics of intangible cultural heritage in the province, lay a solid foundation for inheritance of intangible cultural heritage in Hunan Province, and promote the development of rural economy and industry.