Study And Demonstration On City Brand Positioning

The rapid development of global economy has been driving the process of urbanization worldwide. The level of urbanization is a crucial indicator of the development level of a country. Ever since the Industrial Revolution, the level of world urbanization has grown to 50% at the end of the 20th century from 12% in the beginning of the century, with a higher percentage of 70%-90% with the industrialised countries. If China was to catch up with moderately developed countries by the mid of the 21st century, its urbanization level has to reach 50% and urban population 7.5 billion.In the process of urbanization, cities have become the center of modern social development. In today's society, a city is no longer just a an administration unit, but a special commodity as well. Under this circumstance, a city needs to brand itself, introduce itself to both domestic and international markets, win market recognition and make further progress. Some cities in China has been or are undergoing brand name construction and have scored brilliant achievements. However, shaping a brand name is a complex and systematic project that covers a wide range of aspects, among with brand orientation is the soul.The present paper offers in-depth discussion on city brand orientation. Based on a review of theories in this regard, the author will expound on how to build a strong brand name, through dealing with aspects in the orientation system, orientation instruments, and orientation methods respectively.In conclusion the author provides advice on how to orient a brand through an empirical analysis of brand orientation in Shenzhen, and further argues the necessity of brand orientation.