Research On The City Brand In The Image Promotional Film Of Vietnam

In the modern era of globalization,every city is aware of the importance of the brand communication of the city image,and thus constantly exerts and promotes the image of the city.And the city image propaganda film can vividly express the city brand and build the city brand image.The city image propagating film disseminate its characteristics and economic features.Through the dissemination symbol,it reflects the strong citizens' life,national characteristics,humanities and natural landscape.The city of Vietnam currently spread the brand image more and more attention,especially in Da Nang City,as the Vietnam Central-west coastal area the former Ministry of finance,the tourist center city,they pay more attention to the brand image construction.Study of city promotional film from the perspective of brand building,is mainly studied in Da Nang's three city promotional film.Because Da Nang is relatively slow to city promo shoot the city,so the research on Da Nang City,the most typical representative of the city propaganda film as the analysis samples,the "2013 Da Nang International Fireworks Festival"(DIFC 2013)of the film," DaNang Fantasticity " was created in 2014 and the latest propaganda "2017 Welcome to Da Nang APEC ".This paper reviews the changes and development of the concept of city brand,at the same time,to explore the characteristics of Constructing City publicity of city brand,as well as Da Nang city promotional film as a case,discusses the construction of Da Nang city propaganda of city brand elements,know the brand building process and its development the characteristics,and tries to put forward the corresponding strategies.The city promotional film in the process of brand building monitoring mechanism to audience positioning and establish good propaganda effect,to expand the city of promotional content and form,pay attention to the use of means of communication,so that the film can better city city brand building.At the same time,find out Da Nang city image propaganda film in the construction of the brand advantage and disadvantage.The city image Promo suggestions combining with Da Nang city brand positioning direction on the basis of the target.