With the development of society and cities，cities have made progress in tourism.However，due to the rapid pace of construction，many cities only focus on the most economic benefits of the industry，the cities building becoming the brand homogenization，and the construction of urban history and culture has been neglected.

The Macau SAR government hopes to build a unique city brand under the combination of Lingnan culture and colonial culture.However，in the impression of tourists，the most prominent feature of Macau is “gambling city”.This image has brought the rapid economic development of Macau in the early stage，but also restricted the cultural and historical communication of Macau city.

At the beginning of the 21st century，the discipline of marketing proposed “co-creation value”，in which consumers participate in the dialogue from all stages of the product，which could be adopt by brand building of Macau.Firstly，this paper analyses and summarizes Macau's cultural characteristics，and from two aspects of long-term residents and short-term tourists，through the DART model of creating value，preliminarily constructs Macau's urban life and tourism brand which serves to both residents and tourists.