scholarly journals City Branding: communication and marketing strategy for an island urban policy

2022 ◽  
Vol 13 (1) ◽  
pp. 317
Author(s):  
Patricia Del-Ponti ◽  
Almudena Barrientos-Báez ◽  
David Caldevilla-Domínguez
Keyword(s):  
Marketing Strategy ◽  
Urban Policy ◽  
City Branding ◽  
Santa Cruz ◽  
Investigación Cualitativa

Hoy en día, en la conocida “Sociedad de la Información”, nadie puede dudar de que el marketing y la comunicación dentro de una ciudad turística son cruciales para su existencia y desarrollo. Por ello, la investigación de la marca de la ciudad ha incrementado el interés en la literatura internacional durante los últimos años. El presente artículo se centra en la implementación de una estrategia competitiva de marca de lugar en el caso de Santa Cruz de Tenerife, una capital insular de tamaño medio para explorar el mecanismo central de este fenómeno, desde una perspectiva aplicada y como resultado de la experiencia adquirida en varios proyectos de transferencia de conocimiento liderados por los autores. Específicamente, el objetivo de esta investigación fue identificar y analizar las condiciones actuales que prevalecen en la capital de una isla periférica junto a las posibles colaboraciones entre los interesados. Una extensa investigación bibliográfica sobre el destino y la marca de la ciudad, así como estudios de casos exitosos de otras ciudades, llevaron a la formación del panel de discusión. También se lleva a cabo una investigación cualitativa, desarrollando entrevistas en profundidad con actores locales, líderes de opinión de la Administración pública y emprendedores del sector privado.

scholarly journals Inovasi Pemerintahan Kabupaten Banyuwangi Melalui City Branding “The Sunrise Of Java” Sebagai Strategi Pemasaran Pariwisata.

2018 ◽  
Author(s):  
Jurnal ARISTO
Keyword(s):  
Marketing Strategy ◽  
City Branding ◽  
Tourism Marketing ◽  
The Government ◽  
Government Innovation

Branding becomes important in introducing something that you want to offer to masayarakat.Tentu, the government should look at it all because if you want to introduce to the local travel nationally and internationally should give a brand easily recognized and remembered as well as a differentiator with lain.Cirikhas area of a branding is what will be the strategy for the government to offer travel how an area will be known. As well as the use of branding Banyuwangi "The Sunrise Of Java", as the tourism marketing strategy, and thus increase.Sehingga is where branding is very important in a marketing included in marketing pariwisata.Bentuk of all strategies that can said as a government innovation banyuwangi a way to market their tourism through branding.

scholarly journals Percepciones socioculturales de los pobladores de la comunidad el Limón ante un riesgo climático

2016 ◽  
pp. 35-40
Author(s):  
Osmany Maurice Pérez Lanuza ◽  
Maria José Romero Arteta ◽  
Franklin Solís Zúniga ◽  
Heydi Fabiola Castillo Rodríguez
Keyword(s):  
Santa Cruz ◽  
Investigación Cualitativa

El presente artículo, resume una investigación cualitativa con enfoque de Investigación-Acción, realizado con jóvenes y adultos habitantes afectados por los riesgos climáticos. La investigación se llevó a cabo en la comunidad El Limón de la subzona de Santa Cruz, Estelí, en el período entre septiembre y diciembre del año 2014. Con esta se pretendía valorar las percepciones socioculturales de los pobladores ante un riesgo climático. Se realizó desde la metodología de investigación, acción participativa, dentro de las técnicas utilizadas están: la encuesta, entrevista semi-estructurada, guía de observación y grupo focal, además de la revisión documental. Las diferentes técnicas se analizaron de acuerdo a cada objetivo y a su naturaleza de IAP. Dentro de los principales hallazgos se encuentra que los pobladores no poseen suficiente conocimiento sobre riesgo, además de existir una influencia en el desarrollo de sus percepciones con respecto a su posición geográfica, ubicada cerca de urbanizadoras. Referido a los efectos que perciben en las actividades socioambientales únicamente ven evidente la escases de agua, el aumento de plagas y enfermedades. Por ello se elaboró una propuesta de acción, encaminada a fomentar la auto gestión como medida de adaptación al cambio climático.

Transformative city branding and the evolution of the entrepreneurial city: The case of ‘Brand New Helsinki’

Urban Studies ◽  
2019 ◽  
Vol 57 (10) ◽  
pp. 2031-2046
Author(s):  
Salla Jokela
Keyword(s):  
Urban Policy ◽  
The Other ◽  
City Branding ◽  
Differentiation Strategy ◽  
Other Hand ◽  
Entrepreneurial City ◽  
Scholarly Discussion ◽  
The One ◽  
The City

There have been two types of scholarly discussion on city branding. On the one hand, city branding has been conceptualised as a differentiation strategy of entrepreneurial cities involved in interspatial competition. On the other hand, researchers have recently emphasised the need to pay attention to increasingly pervasive and transformative forms of city branding, including branding as an urban policy and a form of planning. Drawing on a case study carried out in Helsinki, Finland, this article connects these two approaches by analysing Helsinki’s recent city branding endeavour in the context of the qualitative transformation of the entrepreneurial city. The article shows how city branding highlights and constitutes the city as an entrepreneurial platform and enabler bound up by the extended entrepreneurialisation of society.

scholarly journals Lectura, género, penitenciaría: apuntes sobre metodología de una investigación cualitativa

2019 ◽  
Author(s):  
Paula Sequeiros
Keyword(s):  
Santa Cruz ◽  
Investigación Cualitativa

El propósito de este texto es tanto compartir dudas y comentarios, como traer a debate algunas soluciones que se presentaron durante mi investigación en una cárcel femenina. Este proyecto fue conducido por medio de un trabajo de campo en el Estabelecimento Prisional Especial de Santa Cruz do Bispo, durante cuatro meses en el 2012. Las editoras de este libro me propusieron desarrollar un texto que se dirigiera a las y los investigadores y profesionales que se enfrentan con la literatura publicada y con el diseño de investigación. Lo haré a partir del cruce interdisciplinario de algunas áreas: lectura, bibliotecas penitenciarias, sociología de la cultura y de la vida penitenciaria. Mi reciente participación en un seminario en la Facultad de Ciencias de la Documentación y la Comunicación, de la Universidad de Extremadura, Badajoz1 y el debate entre colegas que allí tuvo lugar, crearon el momento propicio para que yo retome este tema. Para evitar redundancias en relación a lo que ya he dicho, apunto para mis trabajos publicados donde algunos de los problemas que plantearé ya fueron abordados en detalle. Paralelamente me referiré a alguna literatura que considero es una buena base para un estudio profundo de temas más polémicos o menos divulgados

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

Scripting the City: Street Food, Urban Policy, and Neoliberal Redevelopment in Vancouver, Canada

2017 ◽  
Author(s):  
Lenore Lauri Newman ◽  
Katherine Alexandra Newman
Keyword(s):  
Urban Space ◽  
Urban Policy ◽  
Urban Governance ◽  
Urban Redevelopment ◽  
City Branding ◽  
Municipal Policy ◽  
Street Food ◽  
Food Trucks ◽  
City Street ◽  
The City

The reintroduction of food trucks to Vancouver responds to widespread public demand, yet has also been taken up as another tool of urban governance. Licensing restrictions are used to further municipal policy priorities, thus incorporating street food into city branding and urban redevelopment strategies. Although crafted to foster liveability, food truck licensing is also expected to advance the goal of making Vancouver the Greenest City and to project an image of a healthy, sustainable, multicultural city. While street food is being made increasingly accessible, it is simultaneously becoming a tool of biopolitical regulation. As food trucks participate in shaping urban space, they risk contributing to gentrification and the displacement of the very residents this increased accessibility is meant to serve.

scholarly journals Questioning a “one size fits all” city brand

2017 ◽  
Vol 10 (3) ◽  
pp. 270-287 ◽  
Author(s):  
Sebastian Zenker ◽  
Erik Braun
Keyword(s):  
Urban Policy ◽  
Brand Management ◽  
Place Branding ◽  
Target Group ◽  
City Branding ◽  
Target Groups ◽  
Policy Makers ◽  
Content Type ◽  
City Brand ◽  
Definition Of

Purpose City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed. Practical implications The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication. Originality/value The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.

scholarly journals Inovasi Pemerintahan Kabupaten Banyuwangi Melalui City Branding “The Sunrise Of Java” Sebagai Strategi Pemasaran Pariwisata.

ARISTO ◽  
2017 ◽  
Vol 5 (2) ◽  
pp. 332
Author(s):  
Haidar Fikri
Keyword(s):  
Marketing Strategy ◽  
City Branding ◽  
Tourism Marketing ◽  
The Government ◽  
Government Innovation

Branding becomes important in introducing something that you want to offer to masayarakat.Tentu, the government should look at it all because if you want to introduce to the local travel nationally and internationally should give a brand easily recognized and remembered as well as a differentiator with lain.Cirikhas area of a branding is what will be the strategy for the government to offer travel how an area will be known. As well as the use of branding Banyuwangi "The Sunrise Of Java", as the tourism marketing strategy, and thus increase.Sehingga is where branding is very important in a marketing included in marketing pariwisata.Bentuk of all strategies that can said as a government innovation banyuwangi a way to market their tourism through branding.

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