Study On City Branding Positioning Of Chengde

City Branding is the outcome of highly social development of industrialization and rapid process of urbanization. City brand creation has become one of the most important ways to promote the city competitive power and cope with fierce competition between cities. Practice has proved that city brand positioning is the soul of construction of city brand. The value of city brand ‘s existence is reflected on its positioning in the market and irreplaceable character. With the city brand positioning as the breakthrough point and core content, this article explores its practical application through researching the theories of city brand positioning and combining conditions of Chengde City. The paper adopts combination pattern of criterion and demonstration research. In the first and second chapter, analyses and expounds the overseas and domestic research status of city brand positioning to establish the theoretical basis of the whole article. The paper analyses the environment and resources of Chengde city branding positioning with literature review in chapter 3. On the basis of investigation in chapter 4, analyses Chengde city brand positioning by the method of urban locating and proposes the “Northern Capital of Leisure” as the city brand of Chengde. In the last chapter of the paper, raises some feasibility opinion and suggestion for implementing Chengde city brand positioning of “Northern Capital of Leisure”.