The Shape And Promotion Of Urban Brand Image

Rapid economic development has played a positive role in promoting urban culture brand-building. With urban rectification and urbanization community building, urban development in China entered a new stage of development. With accelerated development of urbanization, urban expansion development has brought a series of increasingly prominent problems; the competition between cities has become increasingly intensified. Highlighting position of urban brand image and the urban culture has become an important issue of today's society, government and educational circles. Creation and enhancement of urban brand image involved political, economic, and cultural and other factors, is a complex image systems engineering. In this context, the establishment of Jinan city's brand image, the enhancement of city image-building and culture brand has become an important way to enhance soft power of the Jinan city image and achieve sustainable development.Starting with the discovery, present, analysis, solve and the specific case studies and of other aspects of urban brand image, this research comprehensively analyzes urban brand and related factors, and takes Jinan city image building as an example to carry out specific discussion and explore how to strengthen urban development through brand building. Through the clarification and analysis of conception, the origins, the research status, and the content of the city brand image, find out the major factor in constituting urban brand image. With the discussion of city brand positioning, analyzes the basic theory of urban brand positioning and explores urban brand image criteria. Jinan city brand case studies interspersed the text, with the specific case to discuss the way the urban brand image building. In the end, the paper summary includes further proposed prospects for research.