Urban Brand Positioning Research

Because of the strong competitions between cities, the advanced resources are accumulated more and more in the cities that are in advanced place. How to keep dominance or to change inferior position, some city operators come to the corporations'competitive tool, brand. They make use of branded city to compete with the global cities, and it has proved that the branded cities have advanced competitions in practice.Cities are very complicated, so the accomplishment of city brand is not an easy thing. From economy, culture, traffic, environment, to accommodation, security, education, and buildings, every aspect is related to the accomplishment of city brand. And in this complex process, city brand positioning is the core.So this dissertation choose positioning as the cut-in point and the main content to do some research on city brand. In the second section, the author introduced the theory of city brand to build the academic base of the whole dissertation. After that comes to the main body of this research, the third section expatiates the conception,sorts, principles, and implement of city brand positioning, and with a case study of Hong Kong. In section four, the author...