Study On City Brand Image Propagation

With the rapid development of modern urbanization, cities began to explore thedevelopment road of establishing good city brand images and spreading them out inorder to obtain greater social resources such as potential investment, talents, tourists, aswell as public attention. The spreading of city brand images as an important means ofurban development has become a significant way to enhance the city competitiveness.Current academic research about city brand images is still in the initial period;especially the research of city brand image communication is relatively rare. Mostexisting research is scattered in the theoretical study of city marketing and city branding.Analyzing city brand images from the point of view of communication studies canestablish bridges among the city marketing, urban management and communication,thus make cities to highlight their own unique advantages in the fierce competition andavoid problems such as the homogenization of city brand image.Based on the analysis of existing research results, this article used the methods oftheoretical analysis and empirical analysis to make the concepts of city imagedissemination, city brand communication and city brand images clear. Then exploredthe connotation and denotation of city brand images’ transmission from the perspectiveof communication studies, and summed up the characteristics of city brand images. TheCity Identity System (CIS) had been introduced to the study of city brand imagecommunication, and the functions of CIS had been analyzed too. On the basis of citybrand image propagation research, the two modes which is internal identity and externalcommunication of city brand image caused by the difference of target audience arestudied, in order to communicate urban residents and target audience, generate valuerecognition of two group and maximize the effect of city brand image propagation,finally attract social resources to the city. By analyzing the city brand image propagationstatus quo of China, summarized the main problems and development difficulties ofdomestic city brand image propagation. Taken Sanya and Chongqing as cases analyzedall aspects of this two cities’ brand image propagation practice, and obtained somerecommendations for the two cities’ brand image propagation.