Reshaping Attractiveness: Urban Brand Communication and FDI Strategy Recalibration Under the Global Investment Confidence Index
Introduction
The current global investment environment is undergoing a profound structural reshaping. On one hand, the rise of emerging markets is accelerating, with Asia becoming a global investment hotspot. On the other hand, investors are placing significantly higher weight on "sustained policy consistency" and "technological innovation," and the appeal of the traditional "easy doing business environment" is being replaced by deeper ecological resilience. For urban brand managers and investment promotion agencies, this change means that mere policy promotion is no longer sufficient to support investment confidence. Urban brands must shift from static "showcasing" to dynamic "ecosystem building," anchoring the city's core competitiveness in replicable, future-oriented innovation capabilities and institutional resilience. This article aims to provide practitioners with a framework for enhanced understanding, helping them comprehend the trends, diagnose bottlenecks, and construct methodologies for urban communication and investment promotion that adapt to the new investment logic.