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This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups’ preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.

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VI Design Model of City Brand Based on Hierarchical Communication

  • 会议论文

  • 发表日期：

    2025年

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  • Xi Shen,
  • Zhiyu Zhao

摘要

This paper explores the VI design model of city branding based on hierarchical communication, offering theoretical and practical guidance. Using literature review and case study methods, the study established three hierarchical levels of consumer preferences for city brand design requirements: Superficial Level, Essential Level, and Spiritual Level. It defines nine design attributes: Information communication, Interactive experience, Marketing value, Memory enhancement, Cultural heritage, Aesthetic value, Spiritual value, Symbolic meaning, and Communication and cooperation. Through quantitative analysis with the Kano model, the study analyzed user groups’ preferences and necessities for different design requirements at various levels. This analysis provides data support for hierarchical positioning and innovative communication strategies in city brand design and development.