The Impact Of Brand Revitalization Strategies On Stereotypes Of City Image

City competition is increasingly intense currently,a good city brand has become an important edge that help a city to win opportunities of rapid development and the public's mind.It is a real challenge for city governors that how to make a long-term management about the city brand,make it a vibrant and attractive,timely turn negative stereotypes to be positive.The theory of brand revitalization is widely used in the field of products,and it has an important reference value for the city brand management.it is a significant question that whether different brand revitalization strategies can make an effect on city brand.This study was based on the brand revitalization theory and the stereotype content model.The experiment was designed to control brand revitalization strateges(awakening memories,changing the image,not activated)and cities' type(a historical and cultural city ?a modern and technological city).the study was carried out for exploring different strategies how to affect the public's cognition of the city's competence and warmth in different cities.We wonder if brand revitalization strategy has a main effect and there is an interaction effect between brand revitalization strateges and city types.Research results showed that the main effect of brand revitalization strateges was not significant,but an interaction effect between brand revitalization strateges and city types was significant.For the historical and cultural city Nanjing,changing the image compared to awakening memories and not-activation strategies could lead to a significant higher cognition about city's competence and warmth.In terms of city affection,changing the image compared to awakening memories could bring a significant higher city preference.But compared to not-activation,the differences between groups did not reach significant level.For the modern?technological city Shenzhen,awakening memories compared to changing image,could lead to a significant higher cognition about city's competence and warmth ?city affection.However,compared with non-activation,the differences between groups did not reach significant level.This study brings some enlightenments to the city manager.it is not a correct awareness that as long as a brand revitalization strategy is applied,it will bring about an ideal effect.city managers should fully consider the city's own characteristics,grasp the needs of the public,select the appropriate strategy and avoid the abuse of strategy.For historical and cultural cities,changing the image can make a momentous significance to promoting the public's cognition about city's competence ?warmth and city affection,yet awakening memory may not be an wise choice.For modern ?technological city,if we want to enhance the public's cognition about city's competence and warmth,it is suitable for apply the strategy of awakening memories,but not changing the image.In this study,we found that the effect of psychological compensation was obvious and keeping balance was more applicable in the field of city brand.