scholarly journals Investigating the contribution of culture to city branding

2013 ◽  
Author(s):  
Στυλιανή Κλάδου
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Place Branding ◽  
Two Dimensions ◽  
City Branding ◽  
Destination Branding ◽  
Five Dimensions ◽  
Starting Point ◽  
Respective Field ◽  
The City

The thesis follows a bottom-up approach in order to provide a structural guide for evaluating city branding efforts. Focusing on the tourism perspective and the cultural city brand, the thesis and the research undertaken for it reveal several gaps regarding the application of corporate and product brand equity in the respective field. Therefore, the study identifies and attempts to clarify and fill significant gaps in this application of brand equity. An examination of the respective literature in city branding, cultural tourism and destination brand equity is provided. The need to provide a more complete tool for evaluating the city branding efforts addressing to a significant stakeholders, international tourists, emerges. The practical application for investigating the contribution of culture to city branding follows a modeling approach which tests and validates an integrated cultural brand equity model in three European cities (Athens, Istanbul and Rome). Developments in city branding often evolve around Anholt’s hexagon (2003). Place branding has turned into a popular strategy believed to lead to increased competitiveness and differentiation. Given the complexity and different challenges which have to be considered when attempting to evaluate each one of the hexagon dimensions, a study in the field needs to focus on specific hexagon dimensions. Therefore, the two dimensions, which attract much interest in the literature, namely tourism and culture & heritage have been selected. The thesis argues that when city stakeholders want to capitalize on these two dimensions, knowledge of their cultural brand and tourists’ perspectives and evaluations of this cultural brand should be the starting point for every successful effort. Within the destination branding literature, measuring the performance of destination brands has attracted some academic interest. Unlike the previous versatility in measuring the customer’s perspective on brands, some efforts leading to an agreement on common measures are recognized. These steps are evident in analyses based on Aaker (1991) and Keller’s (1993, 2003) categorizations. According to the seminal work made by Aaker (1991), brand equity measures are classified into five dimensions: 1) awareness, 2) associations/image, 3) perceived quality, 4) loyalty and 5) brand assets. Nevertheless, only the first four attributes are commonly included in brand equity models in the destination branding context. However, this thesis seeks to assess all five brand equity dimensions in the case of cultural destinations. Besides, brand assets may lead to a competitive advantage (Aaker, 1991). Therefore, in the case of a cultural city, different representations of the city culture could contribute in the creation of a competitive advantage. […]

scholarly journals Destination Branding: A Review of the City Branding Literature

2017 ◽  
Vol 8 (4) ◽  
pp. 129-142 ◽  
Author(s):  
Irisi Kasapi ◽  
Ariana Cela
Keyword(s):  
Brand Equity ◽  
Research Field ◽  
City Branding ◽  
Review Of The Literature ◽  
Tourism Destination ◽  
Valuable Contribution ◽  
Destination Branding ◽  
Customer Perspective ◽  
The City

AbstractWhile there exist studies which attempt to measure the brand equity of cities and countries from a customer perspective, there is little or no evidence regarding a thorough review of the destination branding literature from its inception to date, and more specifically about city branding. The objective of this study is thus to present a review of the literature of city branding, with the main aim of aiding tourism destination researchers who are conducting studies in this particular field. In order to conduct this review, ProQuest (ABI/INFORM) database was utilized, using the terms ‘city branding’ and ‘destination branding’ from 2005 through December 2016, as the review of the literature suggests the first traces of publications documenting 'city branding' studies appeared on 2005. This review serves as a roadmap for researchers in the field of destination branding, as it provides an overview of the concept of branding and its origins, a review of the concepts of place and destination branding who served then as an umbrella to the concept of city branding. Further, attention is devoted to summarizing the studies published on ‘city branding’, providing in this way a valuable contribution for the audience interested in the topic of destination branding, and more specifically its city-related subarea. In light of the review conducted, it is found out that the research field of city branding remains still in its infancy, suggesting that there is still room for further research in this particular area.

scholarly journals A City Branding Framework in Regional Development Planning: The Case Study of Pringsewu Lampung

2019 ◽  
Author(s):  
Yunita Kesuma ◽  
◽  
Fadhilah Rusmiati ◽  
Citra Persada ◽  
◽  
...  
Keyword(s):  
Local Community ◽  
Local Development ◽  
Place Branding ◽  
Field Research ◽  
Development Planning ◽  
Community Empowerment ◽  
City Branding ◽  
Starting Point ◽  
Branding Strategies ◽  
The City

The city branding shows the relation of the goals of managing the city’s image that needs to be planned. The city branding is not about slogans, logos and promotional campaign, but it will be taken in practical program framework of the local development planning. The purpose of this paper is to identify an empirical city branding framework in Pringsewu, a historical area in Lampung Province. Then this paper will devise the strategies to increase a practical city branding. The research consist of three main phase: desk study, field research analysis and derived recommendation with practical city branding strategies framework. A qualitative approach is used by in-depth interviews with twelve respondent from local community figures, bureaucrats and academicians. Based on SWOT (Strength, Weakness, Opportunity and Threat) analysis of the qualitative data, the empirical programs of city branding in Pringsewu include logo and landmark. That is disengage in local development policy and regional planning, there is a weakness from practical city branding. As the result, we suggest that a bottom-up approach based on local community should be taken to developing a place brand strategies. The three elements in branding strategies accepted for Pringsewu: 1) involved and strengthen city branding in local development plan and strategies, 2) building revitalization of place branding infrastructure, 3) developing local community empowerment. A practical city branding could help a place to attract tourism, visitors, traders and investors then increase economic growth. The city branding can represent the community entity, geographical wideness, local development planning and potential local comodities. It provides a good starting point that would be the right strategies framework and practical approach for local development planning

Portuguese Sardines - from the ritual to the brand

2017 ◽  
Vol 5 (2) ◽  
pp. 109-120
Author(s):  
Cecília Avelino Barbosa
Keyword(s):  
Social Construction ◽  
Place Branding ◽  
Symbolic Capital ◽  
City Council ◽  
Point Of View ◽  
City Branding ◽  
The Past ◽  
Behavioral Expression ◽  
The City ◽  
City Identity

Place branding is a network of associations in the consumer’s mind, based on the visual, verbal, and behavioral expression of a place. Food can be an important tool to summarize it as it is part of the culture of a city and its symbolic capital. Food is imaginary, a ritual and a social construction. This paper aims to explore a ritual that has turned into one of the brands of Lisbon in the past few years. The fresh sardines barbecued out of doors, during Saint Anthony’s festival, has become a symbol that can be found on t-shirts, magnets and all kinds of souvenirs. Over the year, tourists can buy sardine shaped objects in very cheap stores to luxurious shops. There is even a whole boutique dedicated to the fish: “The Fantastic World of Portuguese Sardines” and an annual competition promoted by the city council to choose the five most emblematic designs of sardines. In order to analyze the Sardine phenomenon from a city branding point of view, the objective of this paper is to comprehend what associations are made by foreigners when they are outside of Lisbon. As a methodological procedure five design sardines, were used of last year to questioning to which city they relate them in interviews carried in Madrid, Lyon, Rome and London. Upon completion of the analysis, the results of the city branding strategy adopted by the city council to promote the sardines as the official symbol of Lisbon is seen as a Folkmarketing action. The effects are positive, but still quite local. On the other hand, significant participation of the Lisbon´s dwellers in the Sardine Contest was observed, which seems to be a good way to promote the city identity and pride in their best ambassador: the citizens.

The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul

2013 ◽  
Vol 3 (1) ◽  
pp. 29-50 ◽  
Author(s):  
Evinç Doğan ◽  
Ibrahim Sirkeci
Keyword(s):  
Visual Analysis ◽  
Place Branding ◽  
World City ◽  
City Branding ◽  
City Image ◽  
European Capital Of Culture ◽  
National Boundaries ◽  
Symbolic Production ◽  
The Impact ◽  
The City

This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), namely Semiotics and Discourse Analysis. The analysed research material comes from a sample of posters released during the ECoC 2010 to promote 549 events throughout the year. Using stratified random sampling we have drawn 28 posters (5% of the total) reflecting the thematic groups of events in the ECoC 2010. Particular attention is also paid to the reflexivity of the researchers and researchers’ embeddedness to the object of research. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatisation of culture through spectacular events. Hence enforcing a transnationalisation of the image of the city where the image appears to be almost stateless transcending the national boundaries. Findings and methodology used in this study can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships. 

The Role of Local Governments in City Branding

2017 ◽  
pp. 251-269 ◽  
Author(s):  
Emel Gonenc Guler
Keyword(s):  
Local Governments ◽  
Social Issues ◽  
Local Development ◽  
Cultural Variation ◽  
City Branding ◽  
Destination Branding ◽  
Environmentally Sustainable ◽  
Civic Dialogue ◽  
The City

Local governments provide a range of local services, preserve the life and liberty of residents, creating space for democratic participation and civic dialogue, supporting market-led and environmentally sustainable local development. City branding supplies the principles for the city developing policy to sustain the local development. In other words, city branding means being powerful to face the increasing wild competition for resources, investment and tourism facilities, both for addressing crucial social issues and cultural variation. The main objective of this study is to highlight the role of local governments and to emphasize the various destinations “bodies” used in the branding process in different administration systems. Although there are many different destination branding strategies over the world, the city branding success cannot be performed without the strong participation of the local governments.

The Role of Local Governments in City Branding

2017 ◽  
pp. 784-803
Author(s):  
Emel Gonenc Guler
Keyword(s):  
Local Governments ◽  
Social Issues ◽  
Local Development ◽  
Cultural Variation ◽  
City Branding ◽  
Destination Branding ◽  
Environmentally Sustainable ◽  
Civic Dialogue ◽  
The City

Local governments provide a range of local services, preserve the life and liberty of residents, creating space for democratic participation and civic dialogue, supporting market-led and environmentally sustainable local development. City branding supplies the principles for the city developing policy to sustain the local development. In other words, city branding means being powerful to face the increasing wild competition for resources, investment and tourism facilities, both for addressing crucial social issues and cultural variation. The main objective of this study is to highlight the role of local governments and to emphasize the various destinations “bodies” used in the branding process in different administration systems. Although there are many different destination branding strategies over the world, the city branding success cannot be performed without the strong participation of the local governments.

scholarly journals Topical symbols of Kyiv as a tourism brand

2021 ◽  
Vol 5 (S4) ◽  
pp. 1238-1251
Author(s):  
Illia Afanasiev ◽  
Lesia Ustymenko ◽  
Oksana Malynovska ◽  
Valentyn Stafiichuk ◽  
Nataliia Bulhakova
Keyword(s):  
Place Branding ◽  
Nation Branding ◽  
Capital City ◽  
City Branding ◽  
Key Factor ◽  
Questionnaire Surveys ◽  
High Level ◽  
The City ◽  
Factor Of Influence ◽  
Very High

The attention to branding, from theorists as well as from practitioners, had been remained at a very high level for the 2000s and 2010s. There many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv (Kiev) as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

scholarly journals STRATEGI COMPETITIVE ADVANTAGE UNTUK MEMBANGUN CITY BRANDING KOTA BATU SEBAGAI KOTA WISATA

IQTISHODUNA ◽  
2016 ◽  
Vol 10 (2) ◽  
pp. 89-98
Author(s):  
Uyunur Rochmawati Miladiyah ◽  
Slamet Slamet
Keyword(s):  
Competitive Advantage ◽  
Competitive Advantages ◽  
City Branding ◽  
Tourist Attractions ◽  
City Brand ◽  
The Public ◽  
Tourism Sector ◽  
The World ◽  
The Impact ◽  
The City

Globalization led to tough competition among cities around the world to win the competition toattract visitors and increase investment. Therefore, not only the company, the cities are also struggling tocreate uniqueness to gain an advantage in competition. It is very important to communicate the competitiveadvantages owned by these cities to the public and all parties to ensure the achievement of objectives. Citybranding is a method used to re-brand the city as identification which is expected to reflect the advantages aswell as its uniqueness. Therefore, in 2013 Shining Batu was introduced as a city brand wich expected to bereflect the competitive advantage of Batu City. The purpose of this study is to reveal aspects of the competitiveadvantages Batu City; strategies that are used in communicating it; as well as how big the impact of thecommunication strategy for the visitors Batu City. The paradigm of this research is qualitatively by case studydesign. Data were obtained by interview and documentation. The results showed that the Batu City has threeinterrelated aspects superior to one another that supports the creation of competitive advantages: geographicand agricultural sectors are packed in the development of the tourism sector. At the same time, the governmentdeveloped the program as a means of communicating Shining Batu and reflects the benefits of the city to thepublic. Shining Batu communicated through various forms of promotion that utilizes a wide variety ofcommunication tools; a variety of Tour Package; and held aa variety of routine and incidental events.Questionnaire showed that aim to dominate the number of respondents traveled, which consists of a visitor,where recreational tourist attractions types over a favorite choice than any natural attractions. Hotel is a topchoice for a place to stay. Most visitors make a visit to Batu City more than once.

Whose City Is It Anyway?

2017 ◽  
pp. 182-198
Author(s):  
Innocent Chirisa ◽  
Elmond Bandauko ◽  
Gladys Mandisvika ◽  
Aaron Maphosa ◽  
Liaison Mukarwi
Keyword(s):  
City Planning ◽  
Place Branding ◽  
Collective Responsibility ◽  
The State ◽  
Capital City ◽  
City Branding ◽  
State Control ◽  
Street Vending ◽  
Post Colonial ◽  
The City

The purpose of this chapter is describe why and how a multiplicity of especially diverging forces, ‘voices' and rationalities can work against effective place branding. Specifically, it aims to demonstrate by the case of Harare, the capital city of Zimbabwe, that economic hardships are the major place shaper rather than the wishes and marketing strategies that may be put in place by the state. An ailing economy will naturally see the terrain and fabric of a place, in this case, a city deteriorating both in terms of its service performance and in terms of outlook. This is in contrast with the main urban planning philosophies of order, amenity, functionality, aesthetics and convenience. The post-colonial Harare has suffered major blows of trying to retain its vividness and functionality due to a number of forces including state control and interference, the consistently perturbed political economy that explains rising retrenchments, unemployment and underemployment, which has seen the ushering in of rampant informality. Both the state and the non-state actors, including politicians and households have laid claim on the affairs of the city without approaching the same with a sense of place stewardship. Proper city branding presupposes shared visioning and moving on an agreed path and trajectory. However, characteristic of Harare is disparate and fragmented efforts, most of which work against the cause of city branding. Street vending, of late, is the major cancer haemorrhaging the city fabric and outlook. Even the politicians, who have assumed a major seat in the decision-making of the affairs of the city, seem not to agree on the way forward. Although, the city is under the leadership of the opposition – MDC-T councilors, their role has not been subsumed, within the council chambers as one that matters. The councilors have largely been silenced, if not technically, co-opted. The role of physical planning, on the other side of the story, has become increasingly nullified. Some real estate investors are considering reducing their portfolios. The dramatis personæ and the effects it is inflicting on the ground needs adequate scholarly interrogation hence the line of the argument in this paper: Whose city is it anyway? Unless, the city is seen as a collective responsibility), efforts to brand will simply prove futile and a waste of time. Overall, there is an economy that needs first to be fixed and players that need aligning their inspirations, aspirations and actions for achieving a branded city. Planning has to be given its place because it provides a solid foundation upon which actions are built.

SURABAYA SEBAGAI KOTA MARITIM : STRATEGI PEMASARAN CITY BRANDING DAN TANTANGAN DI MASA DEPAN

2018 ◽  
Vol 20 (1) ◽  
pp. 61
Author(s):  
Febrina Hambalah
Keyword(s):  
Marketing Strategy ◽  
Place Branding ◽  
Scientific Work ◽  
City Branding ◽  
Social Construct ◽  
City Brand ◽  
Digital Era ◽  
The People ◽  
History Of ◽  
The City

In today's digital era, each city is competing with another city. Each city features uniqueness that can be highlighted from him, all of it is to attract funding from investors. The ultimate goal is to improve the welfare of the city. Surabaya has been known by the people of Indonesia through the history of Indonesian independence as The City of Heroes. However, the identity as The City of Heroes is not yet strong enough to attract investment and the interest of tourists to invest in this city of Surabaya. Thus a new identity, in this case new branding must be made in order to strengthen the position of Surabaya before the eyes of the community both internal communities within the city of Surabaya, as well as external communities outside the city of Surabaya and abroad.The research method that was used is descriptive qualitative method. This method is by doing observation and analysis of marketing strategy of city branding which have been done by Surabaya city. This scientific work was developed by using literature review approach or literature study.In this research noted that the process of building a city brand is not easy. Especially if the parties involved have a political interest in it. As a social construct, city branding of the city of Surabaya as a city of Maritime will certainly generate various responses from the community. The response can be a positive response, as well as a negative response. Keywords: City Branding, Marketing Strategy, Place Branding

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