Investigation Of The Brand Visual Image Of The City Based On Regional Cultural Differences

The regional competition is day by day intense along with economical development and society's progress. Each region is making great efforts to create and improve the investment environment and strive to get more capital, technology and human resources, create more wealth in order to enhance regional competitiveness and cohesion. These are all closely related to the trust system of a region, but also inextricably linked with the image of a region. Destruction of a city's image has become the huge price and soaring cost for urban development. Several cities neglect their own characteristics, interested in high-rise buildings or creating a big artificial attraction, engage in"Antique Street". All of the"concrete jungle"; all of glass curtain wall; chaotic advertisement; nondescript sculpture, the historical culture, the region characteristic, the local characteristic of urban are disappearing under banner of the renovation in the old cities. Insight sighed with regret:"The images of cities are getting closer and similar in east and west". Therefore, the creation of a city brand based on the regional cultural difference has become the only way of city continually, healthy development, how to build a distinctive city brand has become an important issue and also been concerned.The article utilized the related knowledge of the economic, the management science, the dissemination study, design art study and the system theory, has carried on system's analysis to the urban brand question by taking the urban brand's region culture as a master line and urban development promoting human own development as the foothold. Firstly, the paper sought the basis of the theory about the urban image and the brand initiative, discussed about the connotation of the brand image of the city initiative, elaborated the importance of the city vision image inside the urban development; secondly, the paper summed up the characteristics and the erroneous zone produced of the present stage of the urban development, found out the reasons for not producing a good urban brand, based on the analysis of the geographical and cultural differences in the interaction with the city brand; thirdly, the paper unearthed the unique geographical and cultural impact on urban image and proposed the construction pattern of the urban visual image brand which has a good brand image of the city based on several representatives of different regions of the city culture such as: Hang Zhou, Chong Qing and Hong Kong; finally, the paper tabled several proposal about the promotion elements, promotion strategy and the way of promotion of city brands.The purpose of the paper is to address how to build a living city brand based on the research about the city visual image brand under the differences in regional culture of the city, in order to make the unique traditional culture of various regions in our country to display the formidable strength, and establish its own vibrant city brand.