Abstract
This study investigates the role of cultural brand development in shaping new rural cultural landscapes, with a specific focus on Sansheng Flower Town in Chengdu. Utilizing a qualitative approach, the research examines how the town’s cultural brand, centred around flower culture, influences the development of public cultural amenities, activities, and the enhancement of the town’s cultural identity. The findings demonstrate that effective cultural branding significantly contributes to rural cultural development by providing a coherent and recognizable brand image that resonates with both local residents and tourists. Furthermore, the study highlights the economic benefits of cultural branding, particularly in terms of tourism and sustainable economic growth. However, it also addresses challenges such as over-commercialization and the need for careful brand management. The insights gained from this case study offer valuable implications for other rural cultural research efforts aimed at achieving a balance between cultural, social, and economic objectives.