| abstract |
| Background The city, as an integration of regions and enterprises, will be seen as another index of a country`s competence on the international arena in the 21st century. In order to establish the difference between one city and other competing cities, major cities in the world have begun to set up their city brand identity, manage it in an institutionalized way, and publicize it via media. Media integration is similar to media mix. Employing various kinds of media in promotion will much facilitate consumers` interaction. But different employment of media will result in differences in brand identity.
Methods Based on different researchers` findings, we think that elements of a city brand can be divided into geographical factors, cultural and historical factors, human factors and operational factors; media integration can be generally divided into online media and offline media; and city brand identity system, on the basis the flexibility of media integration, can be divided into color flexibility, form flexibility, and image expansion and interactivity. We will do an analysis of domestic and international city brand cases according to these three characters.
Result The conclusion is that Chinese domestic brand designs lack color, design system of shapes, expansion of figures, and interaction. Also, government does not put much focus on city brand, and there is not institutionalized management or promotion. For the future path of city brand identity, basic design system of city brand should be clearly regulated. Most international city brand uses letter of abstract designs; but domestically, character or concrete designs are preferred.
Conclusion Based on this finding and the analysis of Nanjing through web, literature and questionnaire methods, we will show that the employment of media integration will lead to a sustainable method which differs from city brand design of other cities. |
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| Key Words |
| 브랜드 아이덴티티, 도시 브랜드, 통합미디어, Brand Identity, City Brand, Media Integration |
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