city branding

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City Branding

Author : Keith Dinnie
ISBN : 9780230241855
Genre : Business & Economics
File Size : 36. 93 MB
Format : PDF
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Focussing specifically on city branding this is an invaluable text as city branding becomes increasingly important across the world and has a direct impact on public and private sector practice

City Branding

Author : Viktoria Schoja
ISBN : 9783960675204
Genre : Business & Economics
File Size : 55. 17 MB
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City branding is a contemporary issue which is getting more important continuously as the competition between cities is growing. It helps to make a place desirable as a business location, tourist destination or a place to live. As Kavaratzis states, “The beginning lies in the realization that all encounters with the city take place through perceptions and images”. According to Charles Wrench, “anything for which you can construct a mental inventory is a brand”. People connect brands of cities with certain historical aspects. Over time, cities have developed their unique reputation and converted more and more into own brands, due to globalization. City branding is comparable with product branding, where products and services with a strong brand can be sold easier, attracting people and investment compared to the poor branded. While some cities have prospered over the years, others have suffered. Furthermore every city has to compete against other city for its share of the world’s consumers, tourists, businesses, investment, talents, respect and attention on the international level. The objectives of this assignment is to examine how to brand a city properly and to understand the essential steps for implementing a significant brand strategy. For a better understanding of the approach, an anonymous online primary research was done in December 2013, to reflect and explain individual methods. The questions from this result can be founded in the appendix. Additionally one successful branded and one less successful branded city will be discussed.

City Branding

Author : Alberto Vanolo
ISBN : 9781317337768
Genre : Architecture
File Size : 68. 83 MB
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Since the 1990s, city branding has become a key factor in urban development policies. Cities all over the world take specific actions to manipulate the imagery and the perceptions of places, both in the eyes of the inhabitants and in those of potential tourists, investors, users and consumers. City Branding: The Ghostly Politics of Representation in Globalising Cities explores different sides of place branding policies. The construction and the manipulation of urban images triggers a complex politics of representation, modifying the visibility and the invisibility of spaces, subjects, problems and discourses. In this sense, urban branding is not an innocent tool; this book aims to investigate and reflect on the ideas of urban life, the political unconscious, the affective geographies and the imaginaries of power constructed and reproduced through urban branding. This book situates city branding within different geographical contexts and ‘ordinary’ cities, demonstrated through a number of international case studies. In order to map and contextualise the variety of urban imaginaries involved, author Alberto Vanolo incorporates conceptual tools from cultural studies and the embrace of an explicitly post-colonial perspective. This critical analysis of current place branding strategy is an essential reference for the study of city marketing.

The Political Economy Of City Branding

Author : Ari-Veikko Anttiroiko
ISBN : 9781135129897
Genre : Business & Economics
File Size : 65. 40 MB
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Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric field, with cities trying to find the best possible ways of using their natural and created assets, the latter including a naturally evolving reputation or consciously developed competitive identity or brand. The Political Economy of City Branding discusses this phenomenon from the perspective of numerous post-industrial cities in North America, Europe, East Asia and Australasia. Special attention is given to local economic development policy and industrial profiling, and global city rankings are used to provide empirical evidence for cities’ characteristics and positions in the global urban hierarchy. On top of this, social and urban challenges such as creative class struggle are also discussed. The core message of the book is that cities should apply the tools of city branding in their industrial promotion and specialization, but at the same time take into account the special nature of their urban communities and be open and inclusive in their brand policies in order to ensure optimal results. This book will be of interest to scholars and practitioners working in the areas of local economic development, urban planning, public management, and branding.

City Branding And New Media

Author : M. Paganoni
ISBN : 9781137387967
Genre : Social Science
File Size : 20. 53 MB
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This book explores city branding in the public sector as an aspect of e-governance from a privileged linguistic, discursive and semiotic perspective. It analyses how local administrations and public bodies engage their stakeholders by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and events.

Branding Cities

Author : Stephanie Hemelryk Donald
ISBN : 9781135890063
Genre : Business & Economics
File Size : 36. 73 MB
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Fierce competitiveness between established and emerging major cities, such as Berlin, London, Shanghai and Sydney, has led to a pressure to excel as desirable locations for business, cultural activities, highly skilled migrants and tourists. At the same time, the transformation of settled and new migrant communities creates complex urban borders and variegated representations (academic, cinematic, popular, official) of the city. While cities increasingly deploy cosmopolitan images portraying the diversity of past and present populations and activities, this continues to coexist with parochialism as a mood and mode of cultural formations and a reflection of local specificities. This volume brings together cultural analysts, social scientists, and media and film scholars to explore the ways in which core cities generate competing claims on, and visions of, their use and their future, and thus have engaged with the necessity to brand their image for international consumption and for internal coherence.

How To Brand Nations Cities And Destinations

Author : T. Moilanen
ISBN : 9780230584594
Genre : Business & Economics
File Size : 76. 97 MB
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Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Branding New York

Author : Miriam Greenberg
ISBN : 9781135919115
Genre : Architecture
File Size : 49. 21 MB
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Winner of the 2009 Robert Park Book Award for best Community and Urban Sociology book! Branding New York traces the rise of New York City as a brand and the resultant transformation of urban politics and public life. Greenberg addresses the role of "image" in urban history, showing who produces brands and how, and demonstrates the enormous consequences of branding. She shows that the branding of New York was not simply a marketing tool; rather it was a political strategy meant to legitimatize market-based solutions over social objectives.

Branding Chinese Mega Cities

Author : Per Olof Berg
ISBN : 9781783470334
Genre : Business & Economics
File Size : 25. 84 MB
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This interdisciplinary book details the economic, cultural and social background of the development of Chinese mega-cities, as well as presenting the mechanisms of governance and urban growth strategies. Therein, the main discussion centres on the cont

Destination Branding For Small Cities

Author : Bill Baker
ISBN : 0979707609
Genre : Business & Economics
File Size : 56. 98 MB
Format : PDF, Mobi
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Branding is one of todays hottest and most misunderstood destination marketing concepts. Baker provides much needed clarity and shows how to develop a successful brand strategy for tourism and economic development. It is an essential handbook for place marketers that demystifies branding, provides steps to reveal a community brand, and uses real world examples, as well as proven tools, templates, and checklists to launch a city brand that will generate broad stakeholder support and resonate with customers.

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