Welcome to the Canberra City Branding Research Project
About the Project
This research project, conducted as part of a PhD study at the University of Canberra, explores how residents perceive and interpret the visual identity of Canberra through its city branding. The study focuses on visual communication branding such as logos, slogans, colour schemes, and promotional materials, aiming to assess how effectively these elements represent the city’s identity from the perspective of local residents.
Research Objectives
Explore how residents interpret and evaluate the visual communication elements of Canberra’s city branding.
Examine residents’ emotional responses to these visual branding elements and how closely they align with their understanding of Canberra’s identity.
Investigate the relationship between brand–identity congruity and place brand attachment.
Assess how place brand attachment influences residents’ city brand ambassadorial behaviour.Get Involved?
Survey Participation:
We’re inviting Canberra residents aged 15–64 to complete a short anonymous survey. It takes about 10–15 minutes, and your input will help shape our understanding of city branding.
As a thank you, you can enter a draw to win one of five $100 gift cards.
Focus Group Participation:
Would you like to share your views in more detail? You may express interest in joining a 60-minute online focus group via teamsPlease note: To register your interest in the focus group, you must complete the survey first. This is a necessary part of the research design.
If selected, you’ll receive an $50 gift card for your time.
We’re seeking 12–16 participants in total.
Researcher Bio
-
FounderIt all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
My name is Tess Gong, and I am a PhD candidate in the Faculty of Arts and Design at the University of Canberra.I hold a degree in Visual Communication Design and have previously worked in branding strategy agencies, where I specialised in developing visual identities for organisations and cities. My professional background has given me a deep understanding of how branding communicates meaning—not just in one direction, but as a two-way dialogue between an organisation and its audience.Now, through my doctoral research, I’m exploring how visual branding influences the way residents perceive and connect with their city. I’m particularly interested in how logos, colour palettes, and slogans shape identity and belonging in urban environments like Canberra.“Branding is a mode of communication, and communication is always a two-way process. “
– Edmund Burke
FAQs
Is the research anonymous?
Yes. Survey responses are anonymous, and contact details are collected separately if you opt into a prize draw or focus group.Who is conducting this study?
Tess Gong, a PhD candidate at the University of Canberra. You can contact her at tess.zhihong@canberra.edu.auSelection will take into account participants’ availability, residency duration, and ability to engage in an online discussion format. Selected participants will then be assigned to one of two groups based on their length of residency in Canberra.How are participants selected for focus groups ?
Get in Touch
If you have any questions or concerns about this study, please contact:
Tess Gong | PhD Candidate
University of Canberra | ✉️ tess.zhihong@canberra.edu.au