Abstract: City brand is an important business card of the city image, and particularly the soft power of the development of a city. Positioning city brand is to refine the core content of urban culture and characteristics, thus creating and presenting a unique charm of the city image and its style and features. A significant goal of the development of city branding is to show the attraction of the city from inside to outside, which can enhance the intrinsic advantages and the market competitiveness of the city through the impact of city branding. In buildup of city branding, the culture of the wartime capital, which is a fundamental attribute of Chongqing city with an international reputation, represents the profound connotation of city culture and the outstanding national spirit of firmness and inflexibility. This can be extremely valuable for the construction of the core of Chongqing city branding.

Key words: city branding, brand positioning, city image, city characteristics, culture of the wartime capital

摘要： 城市品牌是城市形象的重要名片，更是城市发展的软实力。城市品牌定位重在提炼城市文化的核心内容和城市特质，进而创造和呈现具有独特魅力的城市形象和城市风貌。城市品牌的重要目的在于展现城市由内及外的吸引力，并通过城市品牌的影响力提升城市的内在优势和市场化的竞争力。在重庆城市品牌的构建中，陪都抗战文化是重庆享誉世界的城市特质，表现了重庆深厚的城市文化内涵和坚强不屈的优秀民族精神，对重庆城市品牌核心内质的构建具有十分重要的价值。

关键词: 城市品牌, 品牌定位, 城市形象, 城市特质, 陪都抗战文化