City branding: theory and cases
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke
Palgrave Macmillan
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIX, 239 S. Ill., graph. Darst. |
| ISBN: | 9780230241855 |
Internformat
MARC
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| 245 | 1 | 0 | |a City branding |b theory and cases |c ed. by Keith Dinnie |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-020879737 | ||
Datensatz im Suchindex
| _version_ | 1804143691366924288 |
|---|---|
| adam_text | Foreword
xiii
Preface
xv
Acknowledgements
xvi
Notes on the Contributors
xvii
Part I Theory I
Chapter I Introduction to the Theory of City Branding
3
Keith Dinnie
introduction
3
Brand architecture and brand attributes
4
A network approach
5
Sustainability
6
Summary
7
Chapter
2
Branding the City as an Attractive Place to Live
8
Andrea Insch
Introduction
8
City branding
-
Relevance to residents
9
Resident satisfaction -The ultimate outcome of city branding
10
Implementation of city branding for resident satisfaction I I
Summary 1
4
Chapter
3
City Branding and Inward Investment
15
Alan C. Middleton
introduction 1
5
Cities as brands 1
6
Brand role in attracting inward investment 1
8
Toronto, Canada
-
New York run by the Swiss
20
Toronto s economy
2
1
Toronto s business base
2
1
The key ingredient: A diverse, educated workforce
22
Investment in Toronto
23
Summary
25
Chapter
4
City Branding and the Tourist Gaze
27
Gert-Jan
Hospers
Introduction
27
Cities and the tourist gaze
27
A city s image carriers
29
vi
Contents
Lessons for city
branders
З І
Helsinki and Barcelona
33
The imageability of Helsinki
33
The tourist gaze on Barcelona
33
Summary
34
Chapter
5
City Brand Partnerships
36
Sicco van
Gelder
Introduction
36
Involving the stakeholders
36
Tourism
37
Private sector
37
Government policy
37
Investment and immigration
37
Culture and education
38
The people
і
38
The principles of effective partnership
38
1. Inclusive and representative
39
2.
Long-term commitment
39
3.
Shared vision
40
4.
Sharing responsibility
40
5.
Trusting each other
40
6.
Aligned and engaged
40
7.
Communicating as one
4
1
8.
Taking on-brand decisions and actions
4
1
9.
Making on-brand investments
4
¡
1
0,
Wiiüngness
to evaluate impact and effectiveness
42
Creating the city brand partnership
42
Summary
43
Chapter
6
City Branding and Stakeholder Engagement
45
John P. Houghton and Andrew Stevens
Introduction
45
Why stakeholder engagement matters
46
How to engage stakeholders successfully
48
Tensions and challenges
50
Summary
52
Chapter
7
Paradoxes of City Branding and Societal Changes
54
Can-Seng
Ooi
Introduction
54
City branding and societal changes
56
Paradox I
-
Being equally special
57
Paradox
2
-The bottom-up and top-down tension
58
Paradox
3 -
Differing residents and non-residents interpretations
60
Summary
6
1
Contents
vii
Chapters City Branding through Food Culture: Insights
62
from the Regional Branding Level
Richard
Tellström
Introduction
62
The old and the new relationship between place and food
63
Political food branding
63
Commercial use
of branded regions
66
Cultural use of political and commercial branding
68
Summary
69
Chapter
9
City Branding through New Green Spaces
70
Jared Braiterman
Introduction
70
Context
72
The role of streets
74
From roof gardens to vertical gardens
75
Recovering rivers and urban bays
76
How to make green space a competitive urban advantage
77
Set ambitious goals
77
Take the park outside the gate
78
Build zero waste government buildings and streets
79
Support residents and non-governmental entities
79
Summary
80
Chapter
10
Online City Branding
82
Magdalena
Florek
Introduction
82
Websites as communicators of city brand identity
84
City branding via the blogosphere
85
Social networks and interactive city brand-building
87
Place branding in three-dimensional virtuai environments
89
Email as a component of city brand strategy
90
Summary
90
Part
11
Cases
91
Chapter
1 1
Introduction to the Practice of City Branding
93
Keith Dinnie
Introduction
93
Addressing the challenges that city brands face
93
Clarifying identity and ¡mage
94
The importance of tangible evidence
95
Hosting events
96
Partnership working
96
Creativity, innovation and boldness
97
Repositioning the city brand
98
Summary
98
Contents
VIII
Chapter
12
The City Branding of Accra
99
Anthony Ebow
Spio
Introduction
99
The growing role of Accra and modernization efforts
99
A destination for international conferences 1
0
1
Challenges to Accra s city branding 1
02
Lack of clear identity and image 1
02
Limited financial resources
102
Government interference 1
03
A New Accra for a Better Ghana 1
03
Summary 1
04
Chapter
13
The City Branding of Ahmedabad
106
Satish K. Nair
Introduction
106
Ahmedabad s growth?
107
Gujarat s major branding exercise
107
Vibrant Gujarat: Global investors Summit
107
Vibrant Gujarat
201 1 :
An exercise in rebranding and
108
repositioning the state
Marketing Vibrant Gujarat to the world
108
Recent developments of significance in Ahmedabad
109
Leveraging Ahmedabad s unique features and its recent pace
1 10
of development
Summary
1 1 1
Chapter
14
Athens City Branding and the
2004
Olympic Games
112
Maria Fola
Introduction
1 12
Bidding for the
2004
Oiympic Games
1 12
Balancing the old with the new
3
The logo
1 14
The slogan
Ì
14
The mascots
! 14
Traditional landmarks and modern architecture
1 15
The Opening Ceremony
1 15
The impact of the Games on the image of Athens
1 16
Summary
1 17
Chapter 1
5
The City Branding of Barcelona: A Success Story I 1
8
Juan Carlos Belloso
Introduction I
18
The city branding of Barcelona; A success story I 1
9
1
.
The branding of Barcelona grounded in a profound I
Î
9
transformation of the city
2.
The vision and leadership of the municipal leaders
I í
9
3.
The involvement and participation of civil society
120
Contents
4.
The key role of the 1
992
Olympic Games
! 20
5.
The unique and differentiated identity of the city 1
2 !
6.
Creativity innovation, and boldness as a common denominator 1
2
í
From the 1
992
Olympic Games to the present day 1
22
Summary 1
23
Chapter
16
Branding Budapest
124
György Szondi
Introduction 1
24
Chaüenges
of branding Budapest
124
Branding concepts 1
25
City brands as communities
127
An events-centered approach 1
28
Budapest city brand research and measurement 1
28
Summary 1
30
Chapter 1
7
Chongqing s City Branding: The Role of Graphic 1
3
I
Design
Freeman
Lau
and Angelica Leung
Introduction 1
3
1
The graphic designer as researcher 1
33
Chongqing:
3,000
years of history and a population of
30
million 1
33
What does a city mean to you? 1
34
Look to the past for inspiration 1
36
The final design
! 36
Summary
í
37
Chapter
18
Edinburgh: Scotland s Inspiring Capital
138
Kenneth Wardrop
Introduction 1
38
City of Edinburgh brand repositioning 1
38
Collaboration with key stakeholders 1
4
1
Destination Edinburgh Marketing Alliance
143
Tracking and managing perceptions of the Edinburgh brand
146
Summary 1
49
Chapter 1
9
The Hague, International City of Peace and Justice: 1
50
A Relational Network Brand
Bengt-Arne ß.
Я
Hulleman and Robert
Govers
introduction 1
50
Conceptualization 1
5
I
The Hague as a relational network brand 1
53
A 3-concept perspective on The Hague s city brand
! 55
Summary
156
IX
Contents
Chapter
20 Brand
Hong Kong 1
57
Grace Loo, Soumya Sindhwani, Caijing and Theresa Loo
Introduction
157
Management of Brand Hong Kong 1
57
Tourism 1
58
Culture and creativity
159
Investment
160
People 1
60
Products and services 1
6
1
Summary 1
6
1
Chapter
2
1 Kuala Lumpur: Searching for the Right Brand 1
62
Ghazali
Musa
anal.
С.
Melewar
Introduction
162
Defining city branding
162
Place branding efforts of Kuala Lumpur
163
Creation of the city of knowledge through development and
165
improvement of infrastructure and services
Branding the city for tourism development and internal
166
audiences
What is the brand of
Kuala
Lumpur?
167
Summary
168
Chapter
22
Branding Lisbon
-
Defining the Scope of the
169
City Brand
João Ricardo Freire
Introduction
169
Brand
Lisboa
e Vale do
Tejo
¡71
Brand
Lisboa
versus city of Lisbon
172
Summary
173
Chapter
23
Montevideo City Branding
175
Pablo
Hartmann
Introduction
175
The importance of tourism for Uruguay and for the city
175
of Montevideo
The Montevideo tourist brand: Discover Montevideo
177
Summary
178
Chapter
24
Branding New York City -The Saga of
179
Ί
Love New York
Peggy
R
Bendei
Introduction
179
New York s multifarious identity
179
The Big Apple and
1
Love New York campaigns
180
Summary
183
Contents xi
íťiwvw
mtWHivu
Ł-
ï
w-n·
hapter
25
Paris
as a Brand
184
Jean-Noël
Kapferer
introduction
184
Cities are in direct competition
184
Building blocks of the city brand: Flagship products, salient
і
85
communications, and people
City image and country image: What are the links?
186
Can cities be managed as brands?
187
Brand or slogan?
188
Summary
188
Chapter
26
Seoul City Branding:The Case of Seoul s
190
International Brand Communication
You Kyung Kim and Peter Eung-Pyo Kim
Introduction 1
90
The marketing history of Seoul Metropolitan Government
190
Pre-2006: initial promotional activities 1
9
1
2006:
The first year of integrated marketing communication 1
9
I
2007:The transformation of Seoul s overseas marketing 1
92
2008:
Historic increase in Seoul s marketing budget
193
2009:
New giobal positioning for Seoul s city brand 1
95
Summary 1
97
Chapter
27
The City Branding of Sydney 1
99
Geoff Parmenter
introduction 1
99
Sydney in
2008
1
99
Branding Sydney
200
Creating a brand model for Sydney
20
1
Sydney in
20
1
0 203
Summary
205
Chapter
28
Superfiat
Tokyo: City of Secret Superlatives
206
Roland Kelts
introduction
206
Welcome to Tokyo
-
Hybrid city
208
Tokyo s brand impresario
208
Chapter
29
The City Branding of Wollongong
2
1
3
Greg Kerr, Gary Noble and John Glynn
Introduction
2
1
3
The city of Wollongong
2
1
3
The need for the ¡mage campaign
2І4
The resourcing phase
2
1
5
The concepting phase
2
1
6
The implementation phase
217
M
XII
Reflections of stakeholders
Success ofWoliongong s campaign
217
219
219
References
221
23S
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| spelling | Dinnie, Keith Verfasser (DE-588)173979106 aut City branding theory and cases ed. by Keith Dinnie Basingstoke Palgrave Macmillan 2011 XXIX, 239 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Stadtmarketing (DE-588)4330651-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Stadtmarketing (DE-588)4330651-2 s DE-604 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020879737&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | City branding theory and cases |
| title_auth | City branding theory and cases |
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| title_fullStr | City branding theory and cases ed. by Keith Dinnie |
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| title_short | City branding |
| title_sort | city branding theory and cases |
| title_sub | theory and cases |
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