May 12th, the online sub-forum of "Creativity 2030 Forum" of the Creative Center was held. At the forum, Wen Chunying, professor and doctoral supervisor of Communication University of China and Fulbright Scholar of the United States, put forward her ideas and suggestions on the impact of the epidemic on urban brands under the theme of "Urban brand Building after the EPIDEMIC".

How to define a city brand

When it comes to city brand, many people first think of a city's slogan, promotional videos, brochures, or some large-scale activities held by the city, which is actually just one of the manifestations of city brand. "In fact, a city brand is a comprehensive system of all the representations of a city and the associations formed in people's minds. Wen Chunying said that the presentation of a city has various forms, including visual ones, such as advertising films, streets and buildings. Aural, such as the city theme song, square bells; On the behavioral level, different cities have different customs, and all these factors form an association in people's minds, and the synthesis of this association is the city brand. The core of a city's brand is all the stakeholders in the city. Whether the stakeholders can find the best experience is the city's brand and its competitiveness. Wen chunying says the ultimate purpose of city branding is for a better life.

5月12日，创意中心“创意2030论坛”线上分论坛举办。论坛上，中国传媒大学教授、博士生导师，美国富布赖特学者文春英以“疫情后的城市品牌建设”为主题，就疫情对城市品牌会产生什么样的影响提出了想法和建议。

如何定义城市品牌

提到城市品牌很多人首先想到的是一个城市的口号、宣传片、宣传手册，或者城市举办的一些大型活动等，其实这只是城市品牌的表现之一。“实际上城市品牌是关于一个城市的所有的呈现，在人们头脑当中所形成的联想的一种综合体系。”文春英表示，关于一个城市的呈现具有多种形式，有视觉性的，比如广告片、街道和建筑；有听觉性的，比如城市主题曲、广场钟声；行为层面上，不同的城市有着不同的风俗，所有这些因素在人们头脑中形成一种联想，这种联想的综合就是城市品牌。城市品牌的核心是城市里所有的利益相关者，利益相关者能不能找到最好的体验，这就是城市的品牌、城市的竞争力。文春英表示，城市品牌的终极目的是为了更美好的生活。