city branding

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City Branding

Author : Keith Dinnie
ISBN : 9780230241855
Genre : Business & Economics
File Size : 51. 17 MB
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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 : 73. 29 MB
Format : PDF
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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 : 9781317337751
Genre : Architecture
File Size : 75. 67 MB
Format : PDF
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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 : 9781135129828
Genre : Business & Economics
File Size : 77. 2 MB
Format : PDF
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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 : 57. 90 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.

A City Branding Framework For Selected Cities In The North West Province

Author : Mia Bothma
ISBN : OCLC:953515928
Genre : Electronic dissertations
File Size : 80. 58 MB
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Marketing -- Place marketing -- City marketing -- Brand -- Branding -- Place branding -- City branding.

City Branding

Author : John Heeley
ISBN : 9781906884352
Genre : Business & Economics
File Size : 37. 88 MB
Format : PDF, Mobi
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Contemporary Tourism Reviews will provide you with critical, state-of-the-art surveys of all of the major areas of tourism study to people who are coming to a topic for the first time. The CTR series provides accessible and structured overviews to all areas of research in the broadly defined subject of tourism with links to original sources of information, sites, books and journals as well as a complete glossary of terms, allowing the reader to research as deeply as they wish. Available instantly as downloads, each review provides the equivalent of 30-40 printed pages in an interactive PDF format. All of the reviews are academically rigorous and immensely readable. References are highlighted throughout the text of each review and links are embedded throughout so that the reader can save time by drilling down to the cited sources through their library’s electronic journals portal as soon as they come across the citation in the review.

City Branding

Author : Véronique Patteeuw
ISBN : 9056622625
Genre : Architecture
File Size : 62. 54 MB
Format : PDF, ePub
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Ever since the Guggenheim Museum put Bilbao in the international spotlight, cities everywhere have been seeking to etch themselves into the world map with a sophisticated campaign and a carefully selected image. This book takes a critical and in-depth look at City Branding through projects conceived of by the latest generation of Dutch designers.

City Branding

Author : Qin Ge
ISBN : 1374680877
Genre :
File Size : 86. 78 MB
Format : PDF
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This dissertation, "City Branding: a Case Study of Beijing" by 葛欽, Qin, Ge, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. DOI: 10.5353/th_b4154845 Subjects: Cities and towns - China - Beijing

Hamburg Vs Munich Which City Brand Has The Edge

Author : Lilly Marlene Kunkel
ISBN : 9783640485994
Genre : Business & Economics
File Size : 84. 58 MB
Format : PDF, Mobi
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Bachelor Thesis from the year 2008 in the subject Tourism, grade: 1.3, University of Brighton (School of Service Management), language: English, abstract: The aim of this dissertation was to examine the development of Hamburg and Munich’s destination branding strategies and whether German consumers can tell the difference between the two. The findings indicated that the overall recognition of Munich among the participants of this study was better than that of Hamburg. But it was also found that the recognition of Hamburg is based on more distinct recognition features than that of Munich, and therefore, it was concluded that it is more sustainable. Regarding the branding of Hamburg and Munich it was found that the Hamburg brand is built on the city’s core values and already positive organic image, whereas the Munich brand was built mainly on artificial emotional values that contradict its rather negative organic image. In the direct comparison of the participants’ images of the two cities, Hamburg’s image was found to be far better. Together with the finding that the brand communication for Hamburg was more authentic and addressed its target groups more precisely than the brand communication for Munich, the above mentioned findings led to the conclusion that the overall branding strategy for Hamburg is more successful than that for Munich.

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