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The purpose of this study is to discuss how to use the theory of brand management to manage a city’s tourism industry. This study takes Chaozhou, a Chinese city, as an example, analyzes it using the theory of brand management, and makes plans and suggestions for its tourism development. The main brand theories referenced in this study include: 1) sensory brand experience, 2) corporate brand design, 3) brand architecture, 4) corporate heritage, and 5) AICD test. In addition, this study also refers to research reports from some Chinese governments, companies, or organizations to analyze the current tourism situation in Chaozhou. The literature and data collected in this study are secondary data or public resources, so this study will not conduct primary data collection involving human participants, and there is no need for ethical review. This study adopts the interpretivist qualitative research method. This summary of experience involves personal subjective judgment, and errors are inevitable. This study uses data sources with high reputation and authority as much as possible and sets the applicable scope of the research results of this chapter in order to reduce bias as much as possible. By combining the brand theory with the current situation of Chaozhou tourism, this chapter tries to build the tourism brand of Chaozhou.

Key points: Brand management, Urban tourism, Brand design, Brand architecture, Corporate Heritage, AICD test, City planning, Chinese ancient city, Chaozhou