场域共振和尺度跃迁构成了县域文化品牌得以成功的双重逻辑。以R县“村超”赛事为例，在场域共振维度，文化场域一方面型塑了公众自组织行为，另一方面为地方政府选择品牌载体提供了思路。科层场域在议程吸纳的基础上对社会场域进行了行政赋能。经济场域中的市场力量激励了文化品牌的合作生产，同时也为文化品牌建设提供了组织保障。在尺度跃迁维度，“村超”赛事先后经历了由乡村尺度、地方尺度、国家尺度再到全球尺度三次跃迁。分别聚焦于地方层面的信息整合和品牌设计、中央层面的统筹规划与国家战略嵌入、全球视野下的品牌强化与战略升级。本文的贡献在于提出了针对文化品牌结构性因素的解释性框架，并基于典型案例解构了县域文化品牌建设的过程黑箱。

This study introduces a "field-scale" analytical framework to explore the intricate relationships among different fields and the evolution of political scales in the realm of county cultural branding. By examining the case of "Village FA" in R County, the research aims to unravel the underlying mechanisms that contribute to the success of cultural branding initiatives. The findings of this study highlight two main strategies: field resonance and scale transition, which constitute a dual logic that drives the success of cultural branding. Within the economic field, market entities play a crucial role in promoting the co-production of the cultural brand under the guidance of the government. They contribute to the branding process by leveraging their resources and expertise to enhance the city's image and reputation. Turning to the dimension of scale transition, the "Village FA" undergoes three scale transitions: from the village scale to the local scale, then to the national scale, and ultimately to the global scale. The initial transition from the village to the local scale focuses on the integration of local information and the design of a cultural brand that resonates with the local community. The second transition, to the national scale, involves the overall planning and strategic integration of the cultural brand within broader national strategies. Finally, the third transition to the global scale centers on the strengthening and upgrading of the cultural brand from an international perspective.