The Application Of Brand Personality In The Process Of City Positioning

The brand theory has been widely penetrated into various fields since the20thcentury,expanding from product or service brand to a geographic brand. Obviously, creating aextraordinary city brand is intrinsic motivation for a sustainable development under thecircumstance of fierce city competition. Unlike a product or service brand, building a city brand isa complicated and tough task which involves numerous factors, including economy, society andother aspects of daily life.The priceless value of city brand lies in its unique position in the market and its irreplaceablepersonality. Thus, the essence of building and managing a city brand is nothing but City brandposition. At present, the practice of city brand position mostly depends on resource endowmentadvantage of the city. Problems occur that this method is not applicable for city without resourceadvantage or possess the same resource with its competitors. What should they do to create aunique brand? This paper seeks to break through the limitations of the resource endowmentsperspective by solving the problem in the perspective of brand personality after review of relatedresearch in this field. Tianjin was taken as a sample city of this research to explore city brandposition theory.This paper consists of six main parts: Chapter1: Introduction. This part introduces thebackground and significance of this research. Chapter2: Literature review. This part aims to clarifyconcepts of city brand, city brand position and brand personality.Chapter3: literature review ofCity brand positioning. Chapter4:An Empirical Analysis. Take Tianjin as an example to collectdata and use factor analysis and IPA analysis to analyze the data. Chapter5: Make suggestions forTianjin city brand position. The combination of quantitative and qualitative method makes theadvice more applicable. Chapter6: Research limitations and prospects. This part explains thelimitations of this study and the future direction of development.