Research on the Application Strategies of Historical Celebrity Resources in Urban Cultural Brand Building

In recent years, the continuous advancement of urbanization has led to increasing recognition and utilization of historical celebrity resources. Today, these resources have become key components of urban identity and symbolic representation. How to better leverage historical celebrity resources to establish urban cultural brands has become a pressing issue for many cities. This study focuses on the application of historical celebrity resources in urban cultural brand building, using the Hometown of Jin Yong cultural brand in Jiaxing as a case study. It examines the development and utilization of Jin Yongs legacy in Jiaxing, specifically analyzing the heroic spirit embodied in his works A true hero serves the country and its people. Furthermore, the study explores how the spiritual and material heritage left by Jin Yong can be transformed into resources for Jiaxings cultural brand development, thereby enhancing the citys reputation and creating a new urban identity for Jiaxing.