Research on the Strategy of Using the All-Media Matrix to Shape and Promote ”Healthy Guangzhou” Cultural Brands

Abstract

Urban brands include five major elements. The communication strategy of cultural brands strives to inform the audience of new value points and the brand image that they want to convey, so as to maximize the urban brand image during the communication process. At this level, urban brand communication strategies permeate the basic elements of each communication. This article takes the ”health Guangzhou” cultural brand as an example and analyzes how to achieve the best communication effect in the context of all media.