On "City Brand Communication" In Cosmopolitan Image Building

In order to attract the attentions of investors , tourists and residents , establishing good cosmopolitan image and propagating it out is an important means to win the key developing element for the city just as the capital, talent and market. The cosmopolitan image, always go out for people's cognition and spread through pieces of concrete " clicking " —the city brand. The advantages of promoting urban competitiveness, which come with the establishment of city brand, have been known, but many cities except for some successful examples, failed in operating and spreading their brand because they just followed other cities blindly.This paper, discuss how to set up the spreading image of city brand through the use of strategy in city brand spreading activity, of strategy in public relationship with mass media, and through dispelling the negative influence of bad cosmopolitan image. The main successful cases such as the festival of lobster of Xuyi, Dalian clothing festival, are used to analysis the strategy of city brand spreading.Four parts of this article are divided to discuss the point of the view.