Solidified Branding Function: How the Urban Brand Affects a Small Town’s Delopment? Case Study of Wangqingtuo, Tianjin, China

Chen, Yuqi and Zeng, Peng (2020) Solidified Branding Function: How the Urban Brand Affects a Small Town’s Delopment? Case Study of Wangqingtuo, Tianjin, China. SHAPING URBAN CHANGE – Livable City Regions for the 21st Century. Proceedings of REAL CORP 2020, 25th International Conference on Urban Development, Regional Planning and Information Society. pp. 1177-1180. ISSN 2521-3938

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Abstract

Chinese small towns are usually developed with single core industry, and the urban brand is the identity of a town that formed with the development of its industry. However, when the core industry representing its urban brand is facing a changing situation or market, will the brand be a motivation or a obstruction of the development of a town? The paper combined top-down and bottom-up research method to study the functionof the urban brand in Wangqingtuo town in Tianjin, China. We studied over 400 samples (including government staff and town citizens) to make questionnaire investigation about the town‘s branding. And we found that the solidified urban brand is a complicated emotional symbol for both government and citizens. The town has demand of exploring and developing new dominant industry, and it has the expectation to keep branding and upgrade its current core industry.

Item Type: Article
Additional Information: This work was supported by National Natural Science Foundation of China (Grant No. 51978447).
Uncontrolled Keywords: Small town planning, Development, Urban brand, China, Tianjin
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
N Fine Arts > NA Architecture
Depositing User: REAL CORP Administrator
Date Deposited: 04 Feb 2021 09:39
Last Modified: 04 Feb 2021 09:39
URI: http://repository.corp.at/id/eprint/675

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