Research On Shanghai EXPO Brand Role And City Image

This thesis researches the Shanghai EXPO and such typical large-scale cityactivities and focus on their impacts of the city image to find out the role of raw ofbrand system of large-scale city activities on host city image identification system, andto provide a theoretical basis and references for a better usage of the brand influence oflarge-scale city activities; further enhancement of city image and sustainabledevelopment of city economy and culture.The research method mainly uses literature research, deductive induction, conceptanalysis and cases analysis to explore the brand of Shanghai EXPO comprehensively.Analysis and research the Theme System, Visual Design System, Forum System andExhibition System in brand system of Shanghai EXPO to find out the relevant pointsbetween brand system and city image identification, and then analysis their interactionsto find out the direction to make better use of brand influence of large-scale cityactivities and to provide sample references for follow-up usages of brand of large-scalecity activities and city image enhancement by effect usages of large-scale city activities.