scholarly journals CITY-BRAND BUILDING – FROM CITY MARKETING TO CITY BRANDING

2017 ◽  
Vol 1 (14) ◽  
pp. 51
Author(s):  
Boban Melović ◽  
Slavica Mitrović ◽  
Arton Djokaj
Keyword(s):  
Historical Background ◽  
City Branding ◽  
City Marketing ◽  
Branding Strategy ◽  
City Brand ◽  
The Past ◽  
Starting Point ◽  
The World ◽  
The City ◽  
Marketing Approach

Thanks to the mobility of the population and the development of economy, nowadays much more attention is payed to the competitiveness between nations, regions and cities. In the early 90s, a special marketing trend appeared, known as "Place branding" which allows cities, regions and nations to differentiate themselves from others (competitors). Nowadays, the "city marketing" approach is a well-established practice which is widely applied by many cities all around the world. During the past 30 years, when the competition between cities became bigger and more important, city marketing approach comes to the fore more and more. Although cities can be too complex for branding or to be treated as products, however, city branding has become a widely applied practice in the past years, ever since cities began to "fight" for: tourists, residents, prestige, wealth, power, commerce, entertainment,etc. By "too complex for branding" we mean that by implementing the city branding strategy we need to keep in mind the past, the cultural identity and the historical background of the city. When we say the past, we refer to all events and happenings in one specific city. For example, Madrid, London, New York, Paris, Brussels are just a few of the largest, but also the best branded cities in the world. Indeed, all of these cities experienced terrorist attacks in their past. Experienced, but survived. However, it is obvious that these events have had a huge impact on their positioning and branding. In order to become sustainable, successful destination (city) brand development must be, first of all, original and different, but convincing (based on physical and emotional charachteristics of the destinations) and  relevant (directed towards the consumer in an appropriate way) as well. The authors' starting point is the hypothesis that the branding of cities is based on a combination of various factors and components and that with their combination we can build a recognizable image, which further contributes to higher tourism turnover and stronger competitiveness. Having in mind the previously mentioned, and when it comes to cities, marketing moves from a „city marketing“ to a „city branding“ concept. The aim of this paper is to carry out a symbiosis of key components, so we could offer guidance regarding the creation of a branding strategy to decision-makers in this field of marketing in our area.

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.

scholarly journals Penerapan Strategi City Branding Kabupaten Ponorogo “Ethnic Art of Java”

ARISTO ◽  
2018 ◽  
Vol 7 (1) ◽  
pp. 130
Author(s):  
Krisna Megantari
Keyword(s):  
Foreign Exchange ◽  
Communication Technology ◽  
Communication Strategy ◽  
City Branding ◽  
Branding Strategy ◽  
The World ◽  
Branding Strategies ◽  
Tourism Potential ◽  
Mapping Models ◽  
The City

This research is expected to be one of the mapping models of communication strategy problems, especially the study of city branding strategies. It is expected that the outcome obtained is to measure how a city can explore its tourism potential and then become an iconic city. The city branding strategy is a new study in the world of tourism that is closely related to the development of communication technology in synergy with marketing tourism. It cannot be denied that the city branding strategy is closely related to tourism development strategies. Because the end of the success of city branding is an increase in foreign exchange in a city. It is hoped that with this research, Ponorogo regency can clearly map the original tourism potential of the region and the city branding echoes of Ponorogo Regency will be increasingly familiar to the eyes of the Indonesian and foreign communities.

scholarly journals The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

2020 ◽  
Vol 12 (1) ◽  
Author(s):  
Kristóf Kovács
Keyword(s):  
Brand Identity ◽  
General Assembly ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
City Brand ◽  
The City

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.    

scholarly journals PENGGUNAAN MASKOT SEBAGAI BAGIAN DARI CITY BRANDING KOTA MALANG (STUDI KASUS: OSI DAN JI)

GESTALT ◽  
2021 ◽  
Vol 3 (2) ◽  
pp. 77-90
Author(s):  
Aris Kurnia Wicaksono ◽  
Agung Eko Budiwaspada ◽  
G. Prasetyo Adhitama
Keyword(s):  
Visual Perception ◽  
Development Strategy ◽  
Qualitative Method ◽  
City Government ◽  
Cash Income ◽  
City Branding ◽  
Branding Strategy ◽  
City Brand ◽  
The City ◽  
Modern Era

In this modern era, cities play an important role in the country's development strategy, urban planners and designers and all stakeholders build a strong image and reputation in order to compete between cities and introduce them to the world for sources of regional cash income. City branding is one of the city's strategies to display uniqueness so that it is easily recognized and as a differentiator between a city. Currently, many cities in Indonesia have implemented a city ​​branding strategy and some have mascots as part of their city ​​branding. Mascot is part of the visualization of city ​​branding which has a role to strengthen brand identity. Malang City is one of the big cities in Indonesia that has implemented a city ​​branding strategy, namely Beautiful Malang. The city of Malang also has a mascot which is part of the city ​​branding of the city of Malang, namely the mascot of Osiji which is the official mascot of the Malang City government. This research is a study that examines the Osiji mascot in terms of its application. This study discusses the use of the Osiji mascot as part of the city ​​branding strategy of Malang City and how the visual perception arises from the application of the mascot. The purpose of this research is to find out the strategy that has been implemented by the Malang city government in applying the Osiji mascot as part of the city ​​branding of Malang City and to know the visual perception created from the application of the Osiji mascot. This research uses descriptive qualitative method. The theory used in this research is Gestalt's theory of visual perception and Anholt's The City Brand Hexagon theory. The final results in this study indicate that the city ​​branding of Malang through Osiji is considered less than optimal so that the popularity of Osiji has not been able to strengthen the positive image of Malang City. The low popularity of the Osiji mascot is due to the application strategy that does not consider the design principles and concepts of city ​​branding.

scholarly journals Doświadczenia przeszłości a współczesny wizerunek marki Nowego Jorku i Singapuru. Analiza porównawcza

2020 ◽  
Vol 17 (4) ◽  
pp. 149-164
Author(s):  
Vasyl Marushchak ◽  
Keyword(s):  
New York ◽  
High Standard ◽  
City Branding ◽  
Key Factors ◽  
High Position ◽  
City Brand ◽  
The Past ◽  
Developing Cities ◽  
The Given ◽  
The City

The city's brand has become a huge non-material resource that exerts an influence on its competitive advantage and the power of its impact. The article presents the experiences of the past in making city brands. New York and Singapore have been selected as examples. Those cities are among the global metropolises that have changed their image by creating the city brand. The aim of this article was to investigate the role of city branding as a factor which stimulates its development, compare the marketing campaigns of the given metropolis and analyze theirs methods of creating a positive city brand. The analysis showed that the high standard of living as well as the interest of investors and tourists in New York and Singapore consists of many factors, such as infrastructure, nature and environmental protection, the city's presence on the Internet, feeling of safety, and even the city's atmosphere with feeling of pride in being a resident of a given city. For those metropolises, building their own brand using the experience of the past has become one of the key factors for the city's development, and economic and cultural growth. Their high position among cities around the world, can prove how important city brand is. Over time, the logo replaced the emblem of the city and became its symbol. The indicated solutions may help in the creation of strong city brands for developing cities. Given this need, the topic remains current.

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.

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

scholarly journals Understanding Urban Growth in Beijing-Tianjin-Hebei Region over the Past 100 Years Using Old Maps and Landsat Data

2021 ◽  
Vol 13 (16) ◽  
pp. 3264 ◽  
Author(s):  
Shuang Li ◽  
Zhongqiu Sun ◽  
Yafei Wang ◽  
Yuxia Wang
Keyword(s):  
Remote Sensing ◽  
Urban Area ◽  
Spatial Data ◽  
Urban Expansion ◽  
Remote Sensing Images ◽  
The Past ◽  
Old Maps ◽  
The World ◽  
The City

Studying urban expansion from a longer-term perspective is of great significance to obtain an in-depth understanding of the process of urbanization. Remote sensing data are mostly selected to investigate the long-term expansion of cities. In this study, we selected the world-class urban agglomeration of Beijing-Tianjin-Hebei (BTH) as the study area, and then discussed how to make full use of multi-source, multi-category, and multi-temporal spatial data (old maps and remote sensing images) to study long-term urbanization. Through this study, we addressed three questions: (1) How much has the urban area in BTH expanded in the past 100 years? (2) How did the urban area expand in the past century? (3) What factors or important historical events have changed the development of cities with different functions? By comprehensively using urban spatial data, such as old maps and remote sensing images, geo-referencing them, and extracting built-up area information, a long-term series of urban built-up areas in the BTH region can be obtained. Results show the following: (1) There was clear evidence of dramatic urban expansion in this area, and the total built-up area had increased by 55.585 times, from 126.181 km2 to 7013.832 km2. (2) Continuous outward expansion has always been the main trend, while the compactness of the built-up land within the city is constantly decreasing and the complexity of the city boundary is increasing. (3) Cities in BTH were mostly formed through the construction of city walls during the Ming and Qing dynasties, and the expansion process was mostly highly related to important political events, traffic development, and other factors. In summary, the BTH area, similarly to China and most regions of the world, has experienced rapid urbanization and the history of such ancient cities should be further preserved with the combined use of old maps.

Using Information Communication Technology to Decentralize City Marketing

2011 ◽  
pp. 357-378
Author(s):  
Bantu L. Morolong
Keyword(s):  
Communication Technologies ◽  
Capital City ◽  
Information Communication Technologies ◽  
Information Communication ◽  
City Marketing ◽  
Policy Makers ◽  
Key Stakeholders ◽  
The World ◽  
The City ◽  
Over Time

This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly. The chapter assesses how city marketing as a concept and a practice has generally developed with particular reference to Botswana, Southern Africa. Using evidence from documented material this chapter critically reviews city marketing as perceived and applied by planners and policy makers. The chapter looks at how Information Communication Technologies (ICTs) can be used to market cities such as Gaborone, the capital city of Botswana. Literature and experiences from other parts of the world are used to underscore city growth as a serious development issue. City dwellers are identified as key stakeholders in city marketing because they have a more permanent association with the city in contrast to those who come into the city to visit or for business, tourism, and other purposes.

Sign in / Sign up

Export Citation Format

Share Document