Abstract: According to the national development plan, the Guangdong-Hong Kong-Macao Greater Bay Area will become a regional brand known to the whole world. However, the Guangdong-Hong Kong-Macao Greater Bay Area has to build up its brand from cognition and perception. Each central city of the Greater Bay Area has its own core position and brand advantages. The Guangdong-Hong Kong-Macao Greater Bay Area is not only a new concept, but also a new combination. Therefore, the top priority in this new combination lies in appropriate development and governance. This combination requires not only many resources invested for construction, but also the building up of a brand based on position, in order to improve its reputation and acceptance. This requires the development of the relative advantages of the cities, building a brand and introducing a new development mode, forming a central module. Finally, all central blocks will be connected, forming  a Greater Bay Area which has unique characteristics, incorporating the advantages of each individual block.

Key words: building, Guangdong-Hong Kong-Macao Greater Bay Area, brand, the central city, advantage

摘要： 按国家发展规划，粤港澳大湾区将成为世人关注的区域品牌，大湾区各中心城市都将有自己的核心定位和品牌优势，但大湾区品牌尚需要从认知和感受两个层次来建构自己的品牌。粤港澳大湾区不仅是一个新概念、也是一个新组合，因此，在这一新组合中，发展治理是当务之急，不仅需要投入大量资源进行建设，也需要在湾区定位的基础上，构建湾区品牌，提高湾区的知名度、美誉度和感受度。湾区品牌的构建，不仅要发挥城市优势，构建品牌，也要引入新的发展模式，形成中心模块。最终，各中心区块链接组合为一体化、有特色、优势互补的大湾区品牌。

关键词: 构建, 粤港澳大湾区, 品牌, 中心城市, 优势