Brand Building And Communicaation Plan Of China City Branding Symposium In Hangzhou

First Annual Symposium on City Branding in China was successfully held in Hangzhou in November 2018.The symposium actively explored a new mode of combination of government,industry and academic circles,and provided a cross-border communication platform for all parties involved in city branding development.Further brand building and spreading of the symposium will help to build a high-level and sustainable forum,enhance the city brand image of Hangzhou,provide strong intellectual support for China's city brand research and practice,and promote win-win results of city brand stakeholders.This paper is based on the previous research:combing the relevant theories and the practice of brand building and communication of similar forums through literature research,analyzing the current brand resources and communication status of the symposium through expert discussion and questionnaire survey,and refining the key value of forum brand.Mainly through the brand strategy planning,brand value,brand elements and brand communication strategy,the top-level design plan of the symposium is carried out,and under the guidance of this plan,the implementation,operation and communication of the second symposium in 2022 are planned.The planning idea of this paper is novel.It combines the core topic of 'city brand' with the construction idea of the forum in depth,digs the value of the forum in multiple dimensions,and there are many bright spots in the branding scheme,so as to provide reference for the construction of the relevant researchers and other forums in the future.