From The Tourism Brand Image Update To The Urban Brand Development Trend

Against the background of rapidly growing global economy,people have been working tirelessly to strengthen their core competencies for brand value.In the process of city development,“brand” follows on the heels of this trend and accelerates the brand strategies of cities,nations and the country.Brand orientation and brand image have also made adjustments according to these changes.As the beacon of identification,brand logos play a significant role in increasing customers' needs of purchasing and for confineable development of a brand.This thesis takes the update of brand images as the starting point,analysis its essence,from capacity upgrade to strategy pivot,from only fitting customers' needs to keep abreast with the times,and trendsetting;from technical innovations to its management mode.Every single change affects the orientation of a brand.This thesis will clarify the trends of city branding,in which situations a city brand would change,and towards which direction the change would be.The connotative meaning between tourism brands and city brands are analyzed in the first chapter,which covers the features and values of these brands.In this part of thesis,the representative brand for city brand is city tour brand.To counter the present situation of city brands,the research of symbolization,visualization and upgrading of brand are brought up in the second chapter.Also,in the research of the essence of upgrading a brand's image and understanding the visualized designs lay firm foundations for the tendency to comply to city brands.The starting point of the third chapter is product experience.By following the lead of current experience economy,tourism and cultural purchasing have become more and more popular.Story marketing in this field,especially,has become one of the main methods in the market.It's quite effective to pass on its tourism brand and culture value conspicuous.Proceeding from the considerations of brand strategy,the brand spirt is shown in the fourth chapter by following the lead of new leading cities and by enhancing the fundamental principles from cities and the country.With unique cultural features and rich emotions,the trend of city branding is made.Except for that,at a time with constantly renewing visual brand image,nationalized and internationalized images went to the stage.The “Culture plus Tourism” industry is taken as the core management model for a brand's confineable development.By giving demonstrations of a variety of cases and pictures of brand image,case analyses and comparison research are the research methods which are selected and used in this following thesis.Using comprehensive analyses of the upgrade of city tour brand,predictions of future trends of brand are well summarized.On behalf of national brands,even of country brand,city brand will become more and more popular.Under the leadership of country's strategy,new leading cities will continue enhancing cultural self-confidence and insisting brand strategies unswervingly.This movement will model national brands and lay firm foundations to build global cities and new leading brands.