在经济转型的背景下，良好的城市品牌成为一种“文化资本”，有助于城市核心竞争力的形成，可推动城市可持续发展。本文选择北京、上海、深圳三个城市作为研究对象，结合中国文化十二原型理论和心理投射技术，采用深度访谈法，挖掘城市市民对三个城市的形象感知，找到与其对应的原型，在此基础上为北上深城市品牌的未来发展提出相应建议。

关键词：城市品牌、品牌原型、品牌感知、投射法

Under the background of economic transformation, good city brand becomes a kind of “cultural capital”, which is helpful to the formation of the core competitiveness of the city and can promote the sustainable development of the city. In this paper, three cities of Beijing, Shanghai and Shenzhen are selected as the research objects. Combined with the theory of Chinese culture twelve prototypes and psychological projection technology, this study applies in-depth interview method to excavate the image perception of the three cities by citizens, find the corresponding prototype, and propose corresponding suggestions on future development of city brand.

Keywords: City Brand, Brand Archetype, Brand Perception, Projective Method