Urban Renewal and Brand Equity: Guangzhou, China Residents’ Perceptions of Microtransformation
Publication: Journal of Urban Planning and Development
Volume 147, Issue 3
Abstract
In recent years, microtransformation has gradually become a renewal method adapted for the development of Chinese cities and has been promoted by many city managers. This research regards microtransformation as a brand and explores the perceptions of Guangzhou residents by focusing on brand equity-related theories and research. The research results show that the brand equity of microtransformation is generally high, but the residents’ perception of brand awareness is low. The choices and support of residents, the esthetic sensory experience, the Guangzhou characteristics of microtransformation, and the way microtransformation is understood are important factors that affect the success of Guangzhou’s microtransformation. Therefore, combining the needs of residents with Guangzhou’s historical and cultural status, clarifying the division of labor and responsibilities of related institutions, and expanding the audience’s perception of channels play an important role in the future development of the branding of Guangzhou’s microtransformation.
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Acknowledgments
This research was supported by the National Natural Science Foundation of China (No. 41871127). The author thank editors and anonymous reviewers who gave comments for the earlier draft of this paper. All errors remain to ourselves.
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Published In
Journal of Urban Planning and Development
Volume 147 • Issue 3 • September 2021
Copyright
© 2021 American Society of Civil Engineers.
History
Received: Oct 4, 2020
Accepted: Jan 28, 2021
Published online: Apr 19, 2021
Published in print: Sep 1, 2021
Discussion open until: Sep 19, 2021
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