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.