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Evaluation of the Performance and Sustainability of Historical Cultural Symbols in Xuzhou’s City Brand Based on Grey System Theory and Fuzzy Evaluation Method

Author

Listed:
  • Jiajia Zhao

    (Major of Design, Department of Design, Graduate School, Hanyang University, Seoul 04763, Republic of Korea)

  • Qian Bao

    (Major of Design, Department of Design, Graduate School, Hanyang University, Seoul 04763, Republic of Korea)

  • Kaiqi Wei

    (Department of Design, Division of Creative Engineering, Graduate School of Science and Engineering, Chiba University, Chiba 263-8522, Japan)

  • Euitay Jung

    (Department of Communication Design, College of Design, Hanyang University ERICA, Ansan 15588, Republic of Korea)

Abstract

This study systematically evaluates ten historical cultural symbols in the brand image design of Xuzhou City based on Grey System Theory and Fuzzy Evaluation Method, revealing their significance and distinctions within city branding. First, Grey System Theory is applied to rank these symbols, establishing their prioritization in the brand design process. Subsequently, Fuzzy Evaluation Method is employed to perform a comprehensive analysis of each symbol across five dimensions: visual appeal, cultural heritage, brand recognizability, public acceptance, and sustainability. The Analytical Hierarchy Process (AHP) is used to set weights for each dimension, ensuring a scientific and reasonable evaluation. Results indicate that Xuzhou’s ancient city wall and the culture of Xiang Yu excel in visual appeal and sustainability, while symbols like Pengzu culture show relatively lower public acceptance. Targeted recommendations are proposed based on these findings. This study provides a quantitative basis for Xuzhou’s city brand design and suggests a greater emphasis on the sustainability and adaptability of cultural symbols in future city branding efforts.

Suggested Citation

  • Jiajia Zhao & Qian Bao & Kaiqi Wei & Euitay Jung, 2024. "Evaluation of the Performance and Sustainability of Historical Cultural Symbols in Xuzhou’s City Brand Based on Grey System Theory and Fuzzy Evaluation Method," Sustainability, MDPI, vol. 16(23), pages 1-27, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10528-:d:1533742
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    References listed on IDEAS

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