Designing the brand concept of the region and urban environment design using the example of Anji county, Zhejiang province

Abstract

With the progress in creating the image of brands of urban and rural areas, the construction of “small areas” began to grow rapidly, which affected the improvement of the quality of life of the population. In the process of creating a regional brand in rural areas, one inevitably has to face the problem of how to simultaneously improve the quality of life of residents, but at the same time preserve the traditional style of rural areas. There is also the problem of sequential copying and the appearance of a village type. Similar elements are often found in rural construction, there is no originality of solutions. In designing the brand image of a region, it is possible to identify the features and characteristics of regional culture. To determine their aspects of difference and, thus, to solve the problem of similarity of different localities. Anzhi County of Zhejiang Province is the first National Ecological County, known as “Chinese Bamboo Town”, with a beautiful natural environment and unique ecological resources. The article considers Anzhi District as an example of successful brand image design