Analysis on the Building of Chengdu's City Brand as“Three Cities and Three Capitals”-Taking Jiezi Ancient Town as an Example

"Three Cities and Three Capitals"is a city brand that Chengdu has been vigorously building.Based on the analysis of the brand construction background,the brand building of Jiezi Ancient Town,and the problems existing in the current brand building of Jiezi Ancient Town,this paper puts forward suggestions,including reconstruction of cultural resources,building an industrial framework,and giving full play to the role of market entities,so as to provide guidance for the cultivation of the brand characteristics in the ancient town and better shape the city brand of"Three Cities and Three Capitals"in Chengdu.

City of Brands

Traditional and hi-tech industries boost the growth of Jinjiang, making it a global player in the branding stakes.

A Study on the Relationship Path of Impact on Brand Attachment by Cultural Atmosphere

With the continuous improvement of people’s material living standards,people are increasingly pursuing the cultural connotation of the destination in the process of tourism.At the same time,with the continuous development of China’s cultural and tourism integration,the cultural atmosphere of the tourist destination is also increasingly affecting the development of urban tourism.This study summarizes the Shanghai cultural atmosphere,brand cognition,brand satisfaction and brand attachment in Shanghai and explores the influence path of cultural atmosphere on tourist brand attachment to their destination in Shanghai.This research used AMOS software to quantitatively analyze the relationships among cultural atmosphere,brand cognition,satisfaction,and brand attachment.The results show that:Firstly,Shanghai cultural atmosphere has a significant direct positive influence on Shanghai brand cognition,brand satisfaction and brand attachment;secondly,the brand cognition of visitors to Shanghai has a significant direct and positive effect on brand satisfaction,and then indirectly has a positive effect on brand attachment;thirdly,Shanghai cultural atmosphere indirectly has a positive effect on brand attachment through brand satisfaction.

Echo from the underground: the heritage customization of subway infrastructures in Shanghai’s listed areas

The design of metro stations constitutes a clear example of the new core role of culture in a city such as Shanghai that remains to be assessed from a critical heritage perspective.As an unexplored dimension of a massive heritage institutional apparatus,metro stations act as‘white canvases’where commercial,political and cultural messages are displayed.These messages contribute to city branding while simultaneously influencing the perception and interpretation of the historic urban landscape above ground.This research offers insights into the subway stations located in the listed heritage areas of Shanghai and the architectural,artistic and exhibitive resources that‘give character’to these stations.The research applies visual methods and discursive analysis based on direct observation of these‘characteristic’elements in metro stations.The paper establishes the argument that the amount and distribution of these characteristic elements in the metro network offers unequal representation of the importance of the heritage areas above.When represented,we argue that such features convey renewed narratives of urban identity according to an authorised heritage discourse in Shanghai.These narratives cater to an image of ideal,harmonious continuity between the past and the future that aims to characterise Shanghai as a Chinese global metropolis.