Applies excited-spread theory and attribution theory to explore the effects of negative events of moral, compound moral-management, management and natural disaster on the city brand. The result shows that the negative events will have a negative impact on the city brand; There is no significant difference on city brand damage induced by moral negative events or by compound moral-management negative events; there is also no significant difference between management negative events and natural disaster; but the city brand damage caused by moral-management compound events is significantly greater than that of natural disaster; The negative events will induce consumer negative emotion, and there does not exist corresponding relationship between the negative emotional intensity and the negative event types; The negative emotional intensity has a positive correlation with the city brand damage.