Research On The Formation Mechanism And Building Of Place Brands

In recent years, a place brand has become more and more important in regional economic development. But the exposition about place brands is very limited. Theoretically there is a lack of the place brands. In order to provide information and guidance for the creation of place brands, this paper tries to define the concept of place brands, research on the formation mechanism and fostering of the place brands.A Place brand is the most complex concept of brand. We have innovatively defined the place brand based on the characteristic of brand and place.There are many factors affecting the formation of place brands. According to the differences of formation mechanism, there are four formation models: Superiority resources models, Cultural skills models, famous business leading models and Large-scale professional models.The place brand has polymerization effect and proliferation effect. It can increase the regional influence to consumer, market competition and society. The Place Equity is interpreted as the marketing effects.of brand, including operators.Furthermore, the developing and maximizing of brand effects should be based on the synergy of all "players (the Government, Enterprise and Industry Associations etc) ". In accordance with the laws of the construction of place brand, we proposed three models to building place brand.Meanwhile, there have place brand position strategy and place brand marketing strategy in strategically to building place brand. And brand tactics of place product, regional culture marketing tactics, regional preferential policy tactics, strengthening brands tactics in tactically to building it.