01303nas a2200121   4500000000100000008004100001100001300042700001100055700001100066245010500077520098500182022001401167                                       d1 aJY Zhang1 aM Wang1 aYB Lin00aEvaluations of Guangzhou s brand building through intangible cultural heritage: a brand equity model3 aCulture 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.  a1751-8040