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Author : Keith Dinnie
Publisher : Palgrave Macmillan
Page : 271 pages
File Size : 55,6 Mb
Release : 2011-01-15
Category : Business & Economics
ISBN : 9780230241855
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
Author : Ari-Veikko Anttiroiko
Publisher : Routledge
Page : 221 pages
File Size : 46,7 Mb
Release : 2014-02-24
Category : Business & Economics
ISBN : 9781135129897
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.
Author : Waldemar Cudny
Publisher : Routledge
Page : 186 pages
File Size : 53,9 Mb
Release : 2019-04-15
Category : Architecture
ISBN : 9781351041928
This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszów Mazowiecki in Poland. This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economics.
Author : Alberto Vanolo
Publisher : Taylor & Francis
Page : 208 pages
File Size : 52,7 Mb
Release : 2017-02-03
Category : Architecture
ISBN : 9781317337768
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.
Author : K. Dinnie
Publisher : Springer
Page : 361 pages
File Size : 54,6 Mb
Release : 2010-12-03
Category : Business & Economics
ISBN : 9780230294790
The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. The author captures this emerging phenomenon in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases.
Author : Viktoria Schoja
Publisher : Anchor Academic Publishing
Page : 21 pages
File Size : 51,7 Mb
Release : 2016-03-14
Category : Business & Economics
ISBN : 9783960675204
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.
Author : Ari-Veikko Anttiroiko
Publisher : Routledge
Page : 204 pages
File Size : 41,6 Mb
Release : 2014-02-24
Category : Business & Economics
ISBN : 9781135129828
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.
Author : Bayraktar, Ahmet,Uslay, Can
Publisher : IGI Global
Page : 368 pages
File Size : 51,5 Mb
Release : 2016-07-22
Category : Business & Economics
ISBN : 9781522505778
Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.
Author : Bayraktar, Ahmet,Uslay, Can
Publisher : IGI Global
Page : 394 pages
File Size : 47,5 Mb
Release : 2016-08-15
Category : Business & Economics
ISBN : 9781522505808
Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.
Author : Per Olof Berg,Emma Bj_rner
Publisher : Edward Elgar Publishing
Page : 320 pages
File Size : 53,8 Mb
Release : 2014-04-25
Category : Business & Economics
ISBN : 9781783470334
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
Author : Bill Baker
Publisher : Destination Branding Book
Page : 196 pages
File Size : 43,5 Mb
Release : 2007
Category : Business & Economics
ISBN : 0979707609
This primer demystifies branding, demonstrates how to reveal a destination brand, and provides real world examples, as well as affordable, proven tools, templates and checklists to help breathe life into a small city brand.
Author : Dominic Medway,Gary Warnaby,John Byrom
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 50,7 Mb
Release : 2021-04-30
Category : Business & Economics
ISBN : 9781839102851
This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the ‘reset button’ on such activity and fully reconsider its purpose and goals.
Author : Florian Kaefer
Publisher : Springer Nature
Page : 276 pages
File Size : 43,8 Mb
Release : 2021-03-29
Category : Business & Economics
ISBN : 9783030671440
This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.
Author : Sebastian Zenker,Björn P. Jacobsen
Publisher : Springer
Page : 184 pages
File Size : 42,5 Mb
Release : 2015-04-01
Category : Science
ISBN : 9783319153292
This book examines and clarifies key aspects of regional branding with the special focus of inter-regional brands. Today regions are in strong competition for companies, tourists and most of all talent. In order to differentiate one region from another, regional developers, politicians and planners increasingly focus on establishing the region as a brand. This is by no means easy, since places are complex systems of geographical abstractions in which each place is understood in relation and contrast to other geographical entities. In doing so, regions not only differentiate, but also cooperate (within one country or between countries), building so-called Inter-Regional Brands with an even higher degree of complexity. Accordingly this volume, provides a theoretically well informed but practically oriented overview of this phenomenon – including numerous cases and best practices. As such, it will strongly appeal to both academics and practitioners in the field.
Author : Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashworth
Publisher : Springer
Page : 248 pages
File Size : 50,5 Mb
Release : 2014-11-25
Category : Business & Economics
ISBN : 9783319124247
As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.