Research on Work Mechanism of Image Resources of City for Brand

This paper is based on the close degree of the city image resources and the urban brand positioning. The city image resources are divided into the core image resources, the auxiliary resources and the derivative resources. By analyzing the way that each of the image resources acted on city branding, we explain how the urban image resources affect on the building of the city brand. Then we propose method to build the city brand with the help of the urban image resources.