earticle

영어

Technology has bridged the gap between the world and cognition, and the new era of urban competition on the world stage has been announced. Theoretical research about city branding is getting more advanced globally. However, only a very few successful practical city-branding cases can be found so far. With the increasingly diversified development of cities, metropolises particularly need a strong brand identity to attract capital and opportunities while enhancing the cohesion of residents. Supported by more policies and funds from the government, the metropolitan cities may still not earn a better ranking in the world. However, a precise positioning and effective communication system always create a good impression. Especially in the post-Covid-19 era, it is more convenient to obtain information. A lack of integrated and complex information will reduce the unity and trust of the city (brand). A strong brand will enhance the image value and credibility of the city, thereby bringing more development opportunities for the city, residents, companies, visitors, and investors. From the analysis of the research trends of WoS, the research field of city brand identity has shown an upward trend in recent years. Most of the research is in theoretical research and social sciences; visual communication design accounts for only 5.6%. This article is compiled based on the 2017 master’s thesis, combining the creative method of commercial brand theory, and repositioning Guangzhou to establish a strategic system for developing a robust global city brand identity.