Study On City Brand Impression Of Nanchang

City brand impression is a subjective reflection on the city brand image, which present in people’s mind. Whether for tourists or foreign investors have a strong guiding role. Therefore, the study of the formation of city image elements, the influence factors, help shape a good brand image of the city, and promote the development of cities’ politics, economy, culture and other aspects. The significance of this research is by going through lots of empirical studies and comparative studies, find a general brand impression of Nanchang in the external cognitive person, compared with impression of local residents, and problems in Nanchang city image communication, and then put forward some suggestions and strategies in the spread of city image content and communication strategy for reference.This article mainly divides into four parts: The first part, Firstly introduced the research background, purpose and methods of the Nanchang city brand impression and innovations of this article. Secondly sort out studies on city brand, city brand image and brand impression at home and abroad. In the second part, clearly definite the city brand impression and its constituent elements. In the third part, mainly introduce the concrete samples and the measurement methods. Present the analysis and interpretation of the data. The fourth part, according to the analysis conclusion of the third part find the reason of the differentiation between internal and external residents in brand impression. The fifrth part, based on IMC theory and successful experience of other cities, improve Nanchang city image transmission from the brand image content and communication strategy.This article analysis the data, do the research from the new perspective of cognitive person, find problems arising from the spread of Nanchang city image communication, and put forward new measures. Hope to make little contributions to the future of Nanchang’s urban construction.