Comparing differences between product /service brand and place brand,this paper defines the concepts of place equity,the structure and measurement of it,and constructs the development system of it.It puts forward and discusses the development strategy of place brands which is constructing place equity based on the synergy of marketing.Furthermore,the author argues that developing and maximizing brand effects should be based on the marketing synergy of all "players".This paper correspondently discusses the reasons,principles,approaches and the alternative strategy to maximize place equity so as to realize the multi-level target of developing politics,economy,culture of different regional entities.