Abstract
With the deepening of globalization, the shaping and promotion of Macao's city brand has become increasingly important in enhancing international recognition, attracting external investment and tourists, and enriching the local economic structure. This paper focuses on the design and promotion of Macao city brand image, and discusses its challenges and strategies in cross-cultural communication, the role of government, and the evaluation and feedback mechanism of brand promotion. The paper analyzes the difficulties encountered in the cross-cultural communication of Macao brand image and puts forward the localization promotion strategies for different markets. The need for government leadership and policy support in brand promotion is also discussed in detail and the importance of establishing evaluation indicators and user feedback mechanisms to ensure the effectiveness and continuous improvement of brand promotion is proposed.
Published Version
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