Relative poverty is the main battlefield of poverty governance in China after 2020. As a cultural resource and cost，intangible cultural heritage，as an important part of comprehensive governance system，must actively participate in the governance of relative poverty. In order to give full play to the brand effectiveness of intangible cultural heritage，increase the economic benefits of the poor，and alleviate the structural relative poverty of the economy，this paper sorts out the development of brand protection policies and regulations，the standardization of terms，and the construction of brand image. The paper also analyzes the existing intangible cultural heritage protection modes from the trend of life，product，systematization，and digitization. The aim is to improve the accuracy of brand operation by tailor-made design，to dig into the essence，and to refine the core brand symbols and values. Besides，driven by innovation，we can strengthen the creative development of brand image. By clarifying the main targets，we can enhance the intellectual property protection of brand value to transform cultural resources into cultural productivity，and finally build an innovation system for intangible cultural heritage brands in post-poverty-alleviation era，serving the comprehensive system for poverty governance policy.