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Cultural creativity could define as cultural reconstruction and innovation that integrated multiple cultures, arranged related disciplines, and utilized different carriers. As an emerging and effective strategy with cultural and economic value, cultural creativity redefined the urban development model that would be gradually transforming into a sense of city brand competitiveness. Cultural heritage was the heritage of cultural accumulation in different historical periods of human beings. In the contemporary context, cultural heritage had multi-level expressive power regarding historical, cultural, and creative intellectual property. In recent years, as people's understanding of the value of cultural heritage had deepened, the revival of cultural heritage through cultural creativity had provided strong support for the protection and management of cultural heritage and gained economic benefits. The purpose of this study was to investigate the significant difference in the cognition of historical cultural and creative intellectual property to city brand competitiveness among different variable groups of gender, age, income, and education; to examine the influencing mechanism of the cognition of historical cultural and creative intellectual property with the influence of reputation, popularity, and loyalty in Chengdu; and to put forward feasible suggestions to improve the city brand competitiveness of intellectual property in Chengdu. Four hundred and ten completed questionnaires of Chengdu residents were collected through the online WeChat platform by random sampling in February 2023. The results showed that reputation, popularity, and loyalty significantly impact city brand competitiveness. Other variables based on brand favorite, self- consistency, brand association, brand mention, repurchase desire, and word of mouth would also affect the cognition of historical, cultural, and creative intellectual property.