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文化是一座城市的灵魂,城市文化品牌建设有利于打造独特的城市品牌形象,提升城市竞争力。许昌市近年来非常重视城市文化品牌建设工作,然而在建设过程中存在品牌定位不够明确,特色不突出;品牌内涵挖掘度不够,缺乏丰富的内涵支撑;品牌支撑体系不完善,品牌张力不足等问题。本文通过对这些问题的分析,认为许昌市应进一步明确品牌定位,彰显品牌特色;围绕许昌城市文化品牌定位特色,丰富品牌内涵支撑;打造系统化的品牌支撑体系,提升品牌张力。
Culture is the soul of a city. The construction of an urban culture brand helps to create a unique city brand image and enhance the city’s competitiveness. In recent years, Xuchang attaches great importance to the construction of urban culture brand, however, there are some problems in the process of construction, such as the brand positioning is not clear enough and the characteristics are not prominent; the brand intension is not enough to dig in and lack rich connotation support; the brand support system is imperfect and the brand tension is insufficient . Based on the analysis of these problems, this paper argues that Xuchang City should further clarify the brand positioning and highlight the brand features. Focusing on the positioning characteristics of Xuchang city culture brand and enriching the connotation of brand support, a systematic brand support system will be established to enhance the brand tension.