A Semiotic Perspective on Urban Brand Image Design: The Case of Macao

As an international hub for tourism and leisure, Macao possesses significant po-tential for urban brand reconstruction due to its unique Sino-Portuguese cultur-al elements and advantageous geographical position. Semiotic theory provides a fresh lens through which to revitalize urban brand images. By applying semiotic methods, this study deconstructs and reorganizes Macao’s urban symbols, ex-tracting those deeply rooted in its cultural heritage to construct symbolic rep-resentations of the city’s brand identity. The objective is to employ semiotic approaches to explore the core system of urban symbols within Macao’s brand, and to propose corresponding strategies for brand image development. This re-search aims not only to offer services for urban brand construction, but also to build a perceptible and resonant brand image, thereby enhancing Macao’s global influence and competitiveness.