Abstract: Because of unique resources, process of urbanization, people income level? increase, urban tourism brand building has become a hot issue. After development of several years, Nanchang tourism brand has achieved certain results, and gradually formed its own brand personality and brand image. The optimization strategy of development Nanchang tourism brand:mining the red tourism products, enhancing the brand image of "the world hero city"; using the advantages of "the internet plus", utilizing of online and offline promotional portfolio; developing the experience tourism products, enhancing the customer experience value perception; establishing reasonable tourist brand structure, vigorously promoting leisure eco-tourism; establishing the tourist satisfaction system,improving the tourist brand loyalty.