Abstract: City cultural brand is an important manifestation of the city忆s core competitiveness. It is an inevitable requirement for cultural brands to promote the coordinated development of city economy and society. With the increasingly fierce competition between cities, the construction of Hefei city cultural brands has attracted the attention of city managers and academic circles. On the basis of literature review, this paper analyzes the background of Hefei city cultural brand construction from the aspects of economy, society, culture and policy,exposes the main deficiencies through questionnaires, puts forward the positioning orientation of a famous city with the Chaohu Lake, filial piety, integrity, innovation, and puts forward reasonable suggestions on utilization of city resources, brand building content, brand communication and maintenance, in order to provide reference for the research and practice of city cultural brand building.

Key words: Hefei city, city cultural brand, city cultural brand positioning, construction path