The Role Of Branding In The City And Influence Of The Time-Honoured Brand In Hangzhou

With the acceleration of urbanization, cities are also increasingly prominent importance of the brand. In the process of urban development, and effective city brand will play an unprecedented role in this case study will explore and examine in Hangzhou"time-honoured brand"on the impact of urban branding and effect.Impact of social development, culture is an important factor, is to build the core elements of urban brand. Rapid economic development in today's society, people's cultural life is also showing a trend of rapid development, how such an environment, protect and develop our traditional culture in the old is an urgent, important issues can not be avoided.Based on the city brand, the"time-honoured brand", and domestic and international urban brand management history and current situation analysis, brand management process to discuss current urban problems;on the status of Hangzhou city brand image analysis of "time-honoured brand"in Hangzhou old on the The city's role and influence their brand. By some old brand case studies in urban development, demonstrated the deep inherent in old traditional cultural heritage and development of the city a brand has value and significance, a growing number of cities in national branding sharpen the focus on protection and development of traditional culture, while the"time-honoured brand"unique brand of charm and value to get more people's identity.Paper follow from the theory to practice demonstration, then practice up to the theoretical argument, and finally to study in Hangzhou"time-honoured brand"city of Hangzhou, brand development and design of its visual identity system for the impact of discourse. Thesis brand as an entry point to the city on the city in the "time-honoured brand"brand, and then discuss the "time-honoured brand" and the relationship between urban brand, then the perspective of brand image, summed up the brand building in the city, the traditional culture brand image in an important role. Finally, HangzhouCity in the "time-honoured brand", for example, the city of Hangzhou City to create a brand positioning and brand status, and Hangzhou cities, traditional culture heritage brand development and further research proposals made.