The influence of stereotype on urban brand communication and its development strategy

Abstract

In the long-term urban construction and urban information dissemination, people generally attach fixed labels to a certain city and form stereotypes influenced by the natural environment and humanistic habits at that time. Even if these impressions are given new characteristics with the change and development of the city over time, it is difficult to reverse the inherent cognition of the audience’s psychology. This paper aims to explore the relationship between these stereotypes and urban brand building, find out the relationship between them through a series of research methods such as questionnaire survey, and explore the impact of stereotypes on urban brand communication in audience cognition. While the government and other subjects make efforts to create new urban characteristics, they fully recognize the “double-sided effect” of stereotypes, effectively avoid risks, and seize the advantages of communication. At the same time, they also hope to make full use of the communication advantages of current emerging media technologies and media platforms in urban communication, so that more urban personalities can be seen and urban brands can achieve breakthroughs in the inevitable rise and fall cycle. In summary, according to these research contents and conclusions, this paper puts forward corresponding development strategies, so as to realize the construction and improvement of the city image publicity system, so that the city brand can receive certain guidance at each stage, provide reference for building a city brand with its own characteristics, and finally realize the sustainable development of the city brand.