Research on the Application Strategies of Historical Celebrity Resources in Urban Cultural Brand Building
Year: 2025
Type: article
Abstract: Rapid urbanization has brought renewed attention to the cultural and symbolic value of historical celebrity resources in contemporary cities. Rather than serving only as markers of local history, such resources are increasingly treated as assets that can shape urban image and identity. For many municipalities, a practical question is how to mobilize these resources in a way that supports distinctive cultural branding. This paper examines the role of historical celebrity resources in urban cultural brand building through a case study of Jiaxings promotion of itself as the Hometown of Jin Yong. It reviews the ways in which Jin Yongs legacy has been developed and utilized in Jiaxing, and analyzes the heroic ethos condensed in the maxim a true hero serves the country and its people. On this basis, the study discusses how the spiritual and material heritage associated with Jin Yong can be converted into branding resources that enhance Jiaxings reputation and contribute to the construction of a renewed urban identity.
Authors: Xi Lin, Yiyang Shen
Institution: Zhejiang University of Technology
Language: English
Subfield: Urban Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409543401