The Identity Element Of The City Brand Image Research

The urban brand image is referred to the urban sum total of each kind of essential factor, which is in the urban public mind overall impression and the actual appraisal, which is based on the investigation, combined with the urban history and the present situation, and to construct and develop the city from the long-term vision. From the visual transmission angle, the urban brand image recognition is the result of essential factors of urban spirit, the urban behavior and the urban vision image. With the contemporary socio-economic development, the study on urban brand becomes the city's comprehensive competitiveness of the powerful tools. Combined with the current national construction "a resource-conserving and environment-friendly society" strategic vision for the city brand research on identifying the elements of practical significance.From the perspective of CIS, combined urban other related lectures and the basic urban brand recognition principle, the urban brand image essence, the purpose and significance is clarified in this paper. The effects and recognition features for brand image is summed up, the recognition factor of the brand image of Changsha city is analyzed in this paper, providing the theory basis for the urban brand image's research.The paper is divided into five chapters, from theory to practice according to the abstract to the concrete demonstration started in a logical order. First of all, from the physiological vision and the psychological sensation two aspects, the urban brand image recognition principle is analyzed. Next, on the basis of the status present at home and abroad ,urban brand image that the value of the effect of the impression effect, the spread effect, in conjunction with the "two - Social "development strategy and sustainable development, has discussed the urban brand image difference, the standards, the durability and the formability recognition characteristic has been analyzed. Once more, the combination of business theory of CIS and city other relevant disciplines, different classifications, the spirit of city, the city sensory recognition is discussed in this paper .Finally, according to analyze the city of Changsha's brand image real analysis, the identification of the spirit of the city of Changsha positioning is discussed, providing a exploratory program for the city of Changsha brand image , aim to study the theory of the outcome of further feasibility and practical guidance.