Research on Dujiangyan City Brand Positioning and Image Construction

DOI: https://doi.org/10.62517/jtm.202413112

Author(s)

Junyi Duan

Affiliation(s)

School of Literature and Journalism, Xihua University, Chengdu, Sichuan, China

Abstract

City brand positioning and image development are the strategic core of urban development. A distinct urban brand and image construction can guide the government in formulating plans, guiding citizens' activities, attracting external resources, and maximizing the competitiveness of the city's market. If the positioning of the city's image is not accurate, it will easily lose its development direction, lose its characteristics, and ultimately affect the development of the city. Based on this, this paper takes the brand positioning and image construction of Dujiangyan city as the research object, and explores the current status of Dujiangyan city brand positioning and image construction. Then, the paper carries out the city image construction from three aspects of image positioning, image design and image marketing, with a view to providing useful reference for relevant research.

Keywords

Dujiangyan; City Brand Positioning; Image Construction

References

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