(Keith Dinnie, a professor at university of dundee Business School and an internationally renowned scholar in the field of regional brand research, was interviewed by Star Media. Star all-media reporter Chen Cheng/photo. )
Star Online October 21st (Star All-Media Reporter Liu Bin Chen Cheng) "Changsha has great potential in the field of construction machinery. Now some British companies use machinery produced in Changsha, but they may not realize that these equipments come from Changsha, China. Therefore, it is necessary to innovate ways and make Changsha sound to the world." On October 21st, in "Tell the story of China in the new era — — At the Changsha Seminar on Urban Brand Building and International Image Communication, Keith Dinnie (Keith • Danny) made a wonderful sharing on how Changsha spreads its image to the international community.
At the seminar, the topic of Professor Danny’s keynote speech was "Regional Brand Promotion under ICON Model and Changsha City Brand Promotion". For example, he said that Changsha’s intelligent manufacturing and construction machinery industries are excellent. Through holding large-scale exhibitions and activities such as corresponding expositions and exhibitions, guests and friends can be invited all over the world to come to Changsha to experience the industrial development achievements here. "Because in the international promotion of city image, face-to-face communication between people will be better than traditional advertising."
In the interactive session of the seminar, Professor Danny, who came to Changsha for the first time, also talked about his impression of Changsha: "After I arrived in Changsha at night, I immediately went to the Xiangjiang River, where the scenery was particularly beautiful and the environment was clean and tidy. This is a very beautiful modern city." Professor Danny believes that Changsha’s urban brand has great potential. Music, culture, art, language and history are all components of Changsha’s urban brand building, which is very rich. When telling the story of Changsha to the world, it is very important to constantly innovate ways, which is very important for shaping Changsha’s international brand.