Urban Renewal and Brand Equity: Guangzhou, China Residents’ Perceptions of Microtransformation

Abstract

In recent years, microtransformation has gradually become a renewal method adapted for the development of Chinese cities and has been promoted by many city managers. This research regards microtransformation as a brand and explores the perceptions of Guangzhou residents by focusing on brand equity-related theories and research. The research results show that the brand equity of microtransformation is generally high, but the residents’ perception of brand awareness is low. The choices and support of residents, the esthetic sensory experience, the Guangzhou characteristics of microtransformation, and the way microtransformation is understood are important factors that affect the success of Guangzhou’s microtransformation. Therefore, combining the needs of residents with Guangzhou’s historical and cultural status, clarifying the division of labor and responsibilities of related institutions, and expanding the audience’s perception of channels play an important role in the future development of the branding of Guangzhou’s microtransformation.