Research on optimizing the brand communication effect of urban image IP design based on fuzzy hierarchical analysis method

This paper constructs the evaluation index system of city image IP brand communication efficacy, and utilizes hierarchical analysis and fuzzy comprehensive evaluation to construct a comparison matrix to assign and quantify them.Then, it constructs a regression model to analyze the influencing factors of city brand image communication efficacy with city brand image communication management power, communication power and relationship power as independent variables and city brand image perception as dependent variable.With empirical factor analysis, the chi-square degrees of freedom ratio CMIN/DF is 1.034, and the root mean square of approximation error RMSEA is 0.017, the assessment model has a good fit, which verifies the scientificity of the communication effectiveness assessment framework system.The communication effect of a city's brand image is assessed and found to have a comprehensive score of 86.16.The city brand image communication management power, communication power and relationship power all have a positive influence on the city brand image communication effectiveness.