Evaluations of Guangzhou's brand building through intangible cultural heritage: a brand equity model

Culture is an indispensable indicator for the promotion of city image that has always been regarded as an important dimension of a city brand. This study uses the brand equity model, takes Guangzhou's intangible cultural heritage (ICH) as an example, analyses the overall value of ICH in city branding, and further discusses the promotion mechanism of the brand equity of Guangzhou's ICH by constructing a structural equation model. The results show that (1) Guangzhou's ICH has a good reputation among residents and tourists, reflecting high brand equity; (2) the promotion of brand equity of Guangzhou's ICH is mainly realized through three paths: brand awareness & RARR; brand loyalty, brand awareness & RARR; brand perceived quality & RARR; brand loyalty and brand awareness & RARR; brand associations & RARR; brand loyalty. The research combines cultural development and city branding to provide a certain value reference for urban cultural regulation and city branding.