Study And Demonstration On Brand Of Cities Of The Chinese Cities

Because of the strong competition of city, the advanced resources have accumulated the cities as the advanced places more and more. To keep ours dominance or to change ours inferior position, some cities operators have made use of the corporations' competitive tool - brand, make the brands be attach to the cities. They make use of brand of cities to compete with the global cities. It has proved that the branded cities have advanced competition in practice.The dissertation introduces the' concept of brand of cities from establish, marketing and management. Firstly, compartmentalize the brand resources with different hiberarchies. Secondly, basing on the concept of corporations' marketing management, I bring forward the concept of marketing of cities' brand assets. Thirdly, I create the consumer-based model of "Five Angles " about brand consumers. Its express the homology and difference about brand building vividly . Fourthly, on how to managing the brand assets, I conceive the evaluation system of brand equity and table some proposals on how to avoid risks and investment. Finally, basing on the resources of cities and the bias of consumes, I demonstrate how to build the Chengdu's city brand by factor analysis.It's a new subject about cities brand. I establish a viable project on how to draw a decision-making about cities brand based on brand concepts of corporation. And that , the demonstration about orientation is available. So, it has some value for the police maker.