On The Urban Image of The Brand and Spread

【前言】On The Urban Image of The Brand and Spread由文秘帮小编整理而成，但愿对你的学习工作带来帮助。1. Shaping the performance of a city brand image elements In many foreign cities， Venice， the fog in London， stylish and romantic Paris ... These are the city's business card， memory tells us to have a symbol of the city there is association， ...

Abstract. In this paper， the urban brand image as the starting point， the analysis of the urban problems facing the current urbanization process， analyze the phenomenon of brand image in the shaping and dissemination of proposed dissemination of subject and object of the brand image， discusses the city brandsignificance of the image of the construction and management. Aimed at analysis of the city's image， to improve our city brand image building， and the spread of attention.

Key words： urban； image； brands； spread

Cities were places of our survival and life， with the boom of urban culture， so that we are in a "consumer" under the competition context， in the rapid development and growth， brand visualization of the city campaign is carried out in full swing.

A successful city brand management is inseparable from the process of strategy execution， image orientation and management idea of mutual collaboration and coordination. [1] urban core issues of brand image. namely， urban urban connotations in brand-building and the dissemination of the image of how to highlight， from starting to understand the essence of the city， in fact， urban brands in the shaping and dissemination of is the value of urban and publicity and packaging. City brand is the epitome of urban culture， urban spirit condensed. It is based on the city's image， is a symbol of city image and symbolic， showing urban personality was recognized， could spread the overall characteristics of the city. [2]

China's current urban number constantly increases， expanded in recent years as the process of urbanization and development， and urban-related urban processes and shaping the brand image is taking place. today's cities are no longer simple inhabited community， life is no longer a single scene， but with the richness and diversity sum on the side of the brand image. City brand image of shaping and spread told we， city of brand image not what tangible of products and service， it is contains with extremely broad of elements： as landscape attractions， and location， and city of policy system， and based facilities， and life entertainment， and culture style， and gourmet catering， and social practices and so on， these complex and integrated of performance forms are can arouse we on city brand image of Lenovo and spread.[3] cities in development， our quality of life improved， the overall city brand image to a pluralistic and stereoscopic development， the overall trend is positive， but in cities in shaping the brand image and communication are still some issues that deserve our attention.

1. Shaping the performance of a city brand image elements

In many foreign cities， Venice， the fog in London， stylish and romantic Paris ... These are the city's business card， memory tells us to have a symbol of the city there is association， there is the image of cognition， we found that many cities strive to maintain the brand image elements in the shaping process with a combination of city's image， but the city's memory and cognition does not mean that the city must have the brand image and performance.

U.S. city scholar Ji Bode once said， "everything in sight in the city， are the elements." This shows that the choice of the city brand image elements covering a wide range of design in numerous disciplines， such as scenic spots， store design， transportation publicfacilities， buildings， social behavior， cultural connotations， live entertainment and so on. Each element as an individual symbol can reflect the city's image， but drawn a number of often messy logic lost performance， and even some cities roughly the same will lead to the visual elements of the rigid and dull.

The image of the city's urban brand， research the success of many cities， many cities in the shape and performance of the brand elements and image of the ingenious combination of such as Paris as an international metropolis， the highlight of many of its city brand， fashion， cosmetics， perfume，jewelry is not only affecting the world of product is also known for the city selling point； visual symbol of Paris， the famous Arc de Triomphe， the Louvre， Notre Dame， the Eiffel Tower， the heroism of which the Arc de Triomphe， the Louvre， the Romanticculture， Notre Dame America and aesthetic combination， as well as the Eiffel Tower construction charm solidified the city's brand elements， while the Paris urban culture， visual symbols， as well as leading industry and urban image elements of each other， forming an international metropolis in Parisoverall city brand image.

Study domestic cities， we can easily find the shape and performance of the visual symbol of some cities and urban brand image elements fit as the capital of Beijing， its urban image elements of the Great Wall， Forbidden City， Summer Palace， Temple of Heaven， Bird's Nest and hydraulic side， Beijing imperial capital， its historical heritage and iconic architecture is its visual symbols， while its leading industries of tourism， cultural industries for the city branding and performance support..

Such as Tianjin cities impression is the Binhai New Area， the largest modern port city in the north， the northern economic center； ignore the dog buns， eighth Street Serratula， the Tianjin Sanjue Erduoyan fried cake is another card of the city， these are the city'smemory point. Xi'an is a world-famous ancient capital of the world's greatest civilizations one， is the capital the capital of the longest in the history of China， the cradle of the Chinese nation， the Terracotta Army is the city's business card. Description of the city prospects positioning and image of the city， the more powerful to create the concept of the shape and performance of the city brand image elements.

In some cities， the urban image and urban brand elements to shape the performance is not uniform， even vague phenomenon， such as Shanghai， currently positioned as the largest city in China， National Center City， China's technological， economic， financial， trade shipping center， China's emerging tourist city. we see the setting position of the city seem to have all the characteristics of Shanghai include them， but we will find a description of a broad city， we have been presented is a kind of urban functionssettings， rather than the image of the city we need is a clear and certainly the city of Shanghai brand image in such a way to locate and elaboration of a city， it is clear that the real full of vigor and vitality imagewere dissipated， and hidden.

Some cities， the city's leading brand-name industry as the city's image， to some extent， caused the chaos of the city's image. Such as the famous coastal city of Qingdao， in recent years the development of its cities leading industry gradually formed a well-known industry brand Haier， Hisense， Qingdao has also become worthy of the name brand in the Chinese city of successfully held， but with the Qingdao Olympic sailing competition in Qingdao city brand image and positioning for the city of Sails. So that as much description of the image of the city， city Qingdao is no fixed brand image， so that the audience caused the spread of difficulties in the visual and colleagues so that the audience is difficult to form the awareness and understanding of its complete image of the city， so the city the memory will not be profound， brand image is difficult to shape and performance. Again Harbin， as the winter ice and snow tourism as the dominant image of the city， "Ice City" is the concept of the image of their city. Another feature of the city， the Winter Games has become effective way and a symbol of the city brand image and communication， a new card. Have a city brand image as the brand image of the East in Moscow with the Bard on the connotation and extension of commonality how the formation of image building， and the performance of unitary identification， how to make the image of the city and urban brand elements combined with each other， learn from each other this is undoubtedly a problem in front of Harbin city brand image building.

2. City brand image elements of the spread of subject and object

Ads pay attention to "what people talk about， but we still see the videos of a few minutes or even tens of minutes of the city， there is no fixed target audience， look and do not understand what the object is targeted； and most of the works the existence of plagiarism， the same phenomenon is very serious， even more puzzling is that， even some entertainment， shopping， dining and other elements will also appear in the API. So that we not distinguish mainly spread by groups of objects， will be lost directly promote the image of the city's significance. Therefore， the ultimate goal of the city brand image spread in the target audience， that is， the eyes of the dissemination of the object to produce the desired brand image influence.

At the same time， the spread of the main body of the city brand image are often the main government departments diverse， media， industry， the public main. The spread of the main active consciousness is weak， and has obvious political inclination， the audience is faced by the government as the main perspective of the narrator in the interpretation of the work and locate content more of a country in order to spread themed events， and then cater to the publicity of the city brand image. This city brand image positioning methods tend to ignore the audience the origin of the external ability to compete for the city to establish a good image of the city， but within the public perception sometimes not targeted， this form of communication makes the main weak spreading awareness， lack of dissemination of the object image， a vague position.

How to make even more close to the people of the city brand？ How to truly reflect the feelings of the audience？ Clear departure from the audience. "Has become a priority. Different promotional strategies for different audiences， we should take to enhance interaction and communication between the audience and urban brand image， add the recognition and vitality for the city's image. So a representative of the brand in the city also has the typical significance and appeal， the spread of the main body of the city brand image is not necessarily a government department， such as "reason" like Shanghai - Reeb beer advertising， recording more than a dozen years of the city changes the perspective of growth from the brand and Shanghai， and highlight the city brand of humanity， the life of the city bit by bit， detail， and cultural interpretation of the head. [4]

3. The city construction and management of brand image

Today， urban functions in the growing urban management functions of the government are constantly increasing， the government plays an increasingly important role in urban brand building and management， the various functional departments of the city are also concerned and carried out the construction of the city's brand image . However， we found that a city government has not yet established brand image for the city construction and management of the specialized functions of the body， reflecting the lack of defined special connotation of the brand management of the city， city brand management， comprehensive and macro lack of awareness.

Today， cities are aware of the importance of urban brand building， combined with the corresponding events， launched a city brand image and communication activities through different themes. The organizers of collecting slogan identifies activities such as sing Beijing - Beijing city theme tourism image of the Beijing Tourism Bureau； Tianjin， the first image of the city Miss contest is sponsored by the Tianjin tonight Media Group. Clutter of the event organizers， the urban construction and management of brand image not only need to have special departments， coordination and communication， but also need technical support for specific departments.

4. Conclusion

In short， we are talking about issues reflect the urban image of the brand， communication and management there is a big problem， the urban image of the brand and dissemination of the guiding ideology and policy enforcement， lack of international perspective， and should the times， to enhance open awareness， awareness of brand management is weak， the quality is not high. Solve the above problem is not only the connotation of the rich city brand image theory， can also guide the current city branding image and the spread of the practice. In order to better shape and spread the brand image of the city to construct the city's visual business cards， better play to the functions and value of the city， we must explore the reasons for these problems， characteristics， and its solution， and above the city brand image shaping the spread of in-depth analysis.

In fact， urban problems are very common， especially in the rapid development of the process of urbanization， it should arouse our attention in the development of each country； city brand image and mission of each city are impassable， our urban issuesmust face the topic. The successful operation of a city brand， learn from the successful operation of foreign urban brand experience reasonable， forward-looking approach to planning the appropriate location of the city， made to fit the brand image of the Chinese cities.

5. Acknowledgements

Fund： Tianjin art scientific research planning projects （subject number： E10041）.

References

[1] Dan Mengliang， Long Tian Xiang. Urban problems [M]， Beijing： urban issues magazine editorial publication， 2012.

[2] Zhang Hongyan. The image of the city and urban culture Das Kapital [M]， Nanjing： Southeast University Press， 2002.

[3] Wei Min， Shi Ming. Urban landscape image of the visual design [M]， Nanjing： Southeast University Press，

[4] Yan Yang， Guo-Sheng Wang. Product design and ergonomics [M]， Harbin： Heilongjiang Science and Technology Press， 1996.