The era of big interconnection has brought about a change in information needs. Internet mind emerged as the time’s requirement，and became the development trend of today’s brand building. As a typical linear cultural brand，the construction of Shandong Canal culture requires accurate audience positioning，establishing the Grand Canal brand，taking both traditions and the times into account，creating a regional cultural brand，promoting the communication of integrated media，and developing online brands. Guided by the government，we should coordinate brand marketing，adhere to sustainable development and improve the brand based on technology-innovation.