Designing the concept of the brand of the region and the design of the urban environment (using the example of Anji County, Zhejiang Province)
https://doi.org/10.37909/2542-1352-2023-3-3007
Abstract
With the progress in building the brand image 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 branding a region in a rural area, 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 the countryside. There is also the problem of sequential copying and the appearance of a “village type”. In rural construction, similar elements are often found, there is no originality of solutions. In designing the brand image of the region, it is possible to highlight the features and characteristics of the regional culture, highlight them as differences, and thus solve the problem of the similarity of different settlements. Anji County, Zhejiang Province is the first “National Ecological County”, known as “Chinese Bamboo City”, with beautiful natural environment and unique ecological resources. The article considers the Anji district as an example of successful brand image design.
About the Authors
G. Guangmin
Luxun Academy of Fine Arts
China
China
Gao Guangmin, Postgraduate
M. Nechaev
Kryachkov Novosibirsk State University of Architecture, Design and Arts
Russian Federation
Russian Federation
Science Advisor
Mikhail Nechaev, Head of the Department
References
1. Wang Chunlan. Exploring strategies for building local specialty brands. Logistics engineering and management, 2013 (11). (in Chinese)
2. Wang Yuwei, Tong Qing, Chen Hang, Wu Xinyan, Cao Ning. Perceptions of land offerings for rural tourism, brand value and willingness to revisit. Journal of Tourism, 2019 (05). (in Chinese)
3. Dai Lu. Design and development of traditional crafts while building beautiful villages. Journal of Liaoning University (Philosophy and Social Sciences Edition), 2020 (04). (in Chinese)
4. George, Ma Jun, Huang Jingfan. Research on the extraction and branding of cultural and creative elements in rural tourism regions. Packaging development, 2019 (24). (in Chinese)
5. Dinni, K. Brending territorij. Luchshie mirovye praktiki / Pod red. Kejta Dinni; per. s angl. Very Sechnoj. M.: Mann, Ivanov i Ferber, 2013. 336 p. (in Russ.).
6. Kim Jong-hee, Kim Hyun-gil. The impact of cultural resources on city brand identity, relationship quality and loyalty in a tourism city. The Science of Emotion and Sensibility, 2010 (00). (in Chinese)
7. Liu Yushun, Li Shuo, Liu Jingde, Chen Jinsong. Artistic brand design helps fight poverty and development, Packaging Design, 2020 (06). (in Chinese)
8. Peng Nian. The meaning of countryside design as a brand. Popular literature and art, 2016 (24). (in Chinese)
9. Sen Caiyun. Discussion on improving the competitiveness of Shandong's regional brands of characteristic agricultural products. Journal of Qingdao University of Science and Technology, 2010 (01). (in Chinese)
10. Xu Yan, Lu Xiaoyun. Tourism City Brand Design Study Based on Aesthetic Perspective. Huxiang Forum, 2016 (06). (in Chinese)
11. Sufang Dai. Analysis and reflections on artistic creation in the construction of a beautiful countryside. Great Look at Art, 2020 (24). (in Chinese)
12. Tong Ling. Research on the necessity and importance of rural brand design. Agricultural technologies and economics, 2020 (10). (in Chinese)
13. Feng Mingbing. About the use and innovation of traditional culture in the design of the “national wave”. A Grand View of Art, 2021 (01). (in Chinese)
14. Huang Mang Study of brand image design based on regional characteristics. Pedagogical University of Inner Mongolia, 2016. (in Chinese)
15. Qin Zongcai. The direction and development path of rural cultural and creative branding in terms of positioning theory. Journal of Shenzhen University (Humanities and Social Sciences Edition), 2019 (05). (in Chinese)
16. Zhang Yan. Overview of Taishan Cultural Studies from 2017 to 2018. Taishan Academy Journal, 2019 (06). (in Chinese)
17. Chen Fangfang, Kong Fengxia. Research of regional brands and regional economic development. Social Sciences of Shandong, 2005 (03). (in Chinese)
18. Chen Yu, Liu Kuen, He Fei, Lin Mao. China City Brand Breakthrough. Sichuan University Press, 2014 (in Chinese)
19. Shengron E. Building a beautiful countryside should contribute to the development of local culture. Yuxi Daily, 2020 (8). (in Chinese)
20. Yang Feilong. A brief analysis of the protection and development of regional brands. Journal of Fujian University of Agriculture and Forestry, 2007 (03). (in Chinese)
Review
For citations:
Guangmin G., Nechaev M. Designing the concept of the brand of the region and the design of the urban environment (using the example of Anji County, Zhejiang Province). Creativity and Modernity. 2023;(3):58–68. (In Russ.) https://doi.org/10.37909/2542-1352-2023-3-3007
Views:
21
JATS XML
Email this article 