Taking Advantage of the Momentum -- Research on the Strategy of Urban Brand Communication in Zibo

Abstract

As an effective way to create the city image and business card, the city s brand communication has been the trend of The Times. For the city that wants to create a unique IP, identifying the characteristics is the fundamental problem. Zibo has been popular on social media since March 2023, and has created a warm and hospitable city brand image with barbecue as a symbol, which has promoted the construction of local city brand. Due to the geographical advantages of Zibo as a transportation hub, rich historical origin and the social attributes of barbecue food itself, the city IP of Zibo Barbecue has been deeply rooted in the hearts of the people through the visual communication, emotional communication and empathy communication of the Internet, which provides reference and inspirational significance for other cities to build brand image in the new media era.