Public parks in city branding: Perceptions of visitors vis-Ã -vis residents in Hong Kong

This study develops an approach to measure the potential of public parks as a theme of resource for city branding. Brand potential connects with place brand equity, where familiarity, favourability and uniqueness are the three basic elements. This paper reveals the weak familiarity and favourability of the city brand especially expressed by locals and potential visitors. In Hong Kong, Marine Parks and the Geopark have a strong level of uniqueness, which indicates their potential to be distinctive attractions for green branding though perceptual divergence causes obstacles in realizing that potential.