|| Under the globalization, competition between the cities have been stronger, so how to establish its own advantage of the city brand is necessary, in order to increase it’s competitiveness. Especially, in accordance to city and county consolidation, we create the city identity for the residents by city brand. |
Therefore, this research wants to know perceptiveness from the residents who live in different regions, in order to rebuild a new city brand which residents can accept. It’s a important mission to promote the city identity for Kaohsiung.
In this study, the study subjects consisted of 200 former Kaohsiung citizens, 200 former county residents and residents who not live in Kaohsiung. Because people live in different inhabited areas, which not only affects people’s perceiptions on city brand and city identity, but also interferes the relationship between city brand and city identity. Furthermore, we want to know whether brand equity is a mediator on this relationship.
This research passes the concept structure of Anholt City Brand Index, including “The Presence”, “The Place”, “The Prerequisits”, “The people”, “The pulse”, “The Potential”. The research analysis shows that people who live in different inhabited areas appeal significantly different in “The Presence”and “The rerequisits”. In this case, the result means that Kaohsiung should hold more international activities proactively, and strengthene to promote to others who not live in live in Kaohsiung. Most importantly, government needs to enhance the conditions of“The rerequisits” in the whole Kaohsiung city.
Further on, the research analysis shows that no matter where the residents live, the people and the pulse can contribute the positive effect significantly for city identity. Therefore, in order to promote management of city marketing, we will start from the two factors. In addition, the brand equity can affect the relationship between city brand and city identity. It can not only improve the perception of city brand, but also help to find a Kaohsiung irreplaceable identity.