The following images demonstrate the different ways to reference package content.
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Using a relative path: "/images/msnLogo.png"
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Using a fully qualified URI: ""
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Using the empty alias as the host name (which refers to the current package): "ms-appx:///images/bingLogo.png"
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Using the package name alias as the host name: "ms-appx://Microsoft.SDKSamples.PackagedContent.JS/images/xboxLogo.png" (you can also reference content from a dependency framework package this way)