Brand-building Role In The Development Of Small Towns

This article is to study the role of brand building in the development of small town in China. Based on the brand theory and urban brand theory, author try to explore the active roles of brand building in the development of small town in China by means of market data collection, analysis report and case study.The first part of this article introduces the background, the role of brand building in urbanization of China. The second part confines the connotation of small town, and then briefly introduces the concept of brand theory, city brand theory and brand management. The third part is a real case study of Zhujiajiao. In this part, we analyze its situation, the progress and challenges faced by Zhujiajiao. The fourth part is to analyze the questionnaire on brand building of Zhujiajiao, and then draw a conclusionand provide some suggestions to improve the brand building of Zhujiajiao.Finally, the article summarizes what we can learn from the case study of brand building inZhujiajiao. We hope that these successful experiences could be used for reference by other smalltowns which also want to conduct brand building in the development of themselves now or in thefuture.To sum up, author try to classify the urban brand, and study the case of brand building in Zhujiajiao, then draw a conclusion that brand building and development of small town could supplement each other. In other word, the brand building can help to develop its unique characteristics which is significantly different from its counterparts and then acquire the power of contibuous development in the future.