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Author : Eric Häusler
Publisher : Springer Nature
ISBN 13 : 3658437766
Total Pages : 234 pages
Book Rating : 4.6/5 (584 download)
Download or read book How Cities Become Brands written by Eric Häusler and published by Springer Nature. This book was released on with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Viktoria Schoja
Publisher : Anchor Academic Publishing
ISBN 13 : 3960675208
Total Pages : 21 pages
Book Rating : 4.9/5 (66 download)
Download or read book City Branding written by Viktoria Schoja and published by Anchor Academic Publishing. This book was released on 2016-03-14 with total page 21 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Eric Häusler
Publisher : Springer
ISBN 13 : 9783658437756
Total Pages : 0 pages
Book Rating : 4.4/5 (377 download)
Download or read book How Cities Become Brands written by Eric Häusler and published by Springer. This book was released on 2024-03-02 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores how the fragile and lengthy process of developing a city brand can be carefully managed. Necessary background information is explained, numerous experiences are reported, and targeted city branding is inspired in a variety of ways.The dream of every brand maker: to develop a city into a strong city brand - perhaps even a myth. The creation of myths remains a curiosity. Is it targeted, are there relevant recipes for success, and can those responsible be identified? Above all: Can the process be replicated? How do brand makers deal with the complexity of the phenomena of cities and city brands? How do they give the arduous process of creating a city brand a reasonable chance of success? How do brand makers deal with the often biting criticism from outside and the nagging self-doubt?Successful cityscapes arise from the trials and tribulations of complex and sometimes random processes. In the course of global city competition, this evolutionary process is enriched with the achievements of the craft of branding. This is not a guarantee of success. Success depends on numerous prerequisites, which are discussed in detail. Finally, craft rules for good and at the same time sensitive city branding are mentioned. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. nal criticism and self-doubts? City images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /divCity images emerge from complex and random processes. In global urban competition, this process is enriched with brand making achievements. Success isn't guaranteed, depending on discussed conditions. Lastly, rules for effective city branding are outlined. /div
Author : T. Moilanen
Publisher : Springer
ISBN 13 : 0230584594
Total Pages : 202 pages
Book Rating : 4.2/5 (35 download)
Download or read book How to Brand Nations, Cities and Destinations written by T. Moilanen and published by Springer. This book was released on 2008-12-14 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.
Author : Mihalis Kavaratzis
Publisher : Springer
ISBN 13 : 3319124242
Total Pages : 248 pages
Book Rating : 4.3/5 (191 download)
Download or read book Rethinking Place Branding written by Mihalis Kavaratzis and published by Springer. This book was released on 2014-11-25 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Sonia Bookman
Publisher : Routledge
ISBN 13 : 131717268X
Total Pages : 200 pages
Book Rating : 4.3/5 (171 download)
Download or read book Brands and the City written by Sonia Bookman and published by Routledge. This book was released on 2017-12-14 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: From commercial retail environments to branded urban villages, brands are now a salient feature of contemporary cityscapes and are deeply entwined in people’s everyday lives. Drawing on extensive empirical material and recent theoretical developments in the sociology of brands, this book explores the complex relationship between brands, consumption and urban life. Covering a range of brands and branding in the city, from themed retail stores to branded cultural quarters, it considers how brands provide new ways of mediating identities, lifestyles and social relations. At the same time, the book reveals how brands are bound up with forms of socio-spatial division and exclusion in the city, defining what kinds of practices, images or attitudes are acceptable in a particular place, constituting cultural boundaries that keep certain people and activities out. With attention throughout to the social and cultural implications of the presence of brands in urban space, Brands and the City examines how people engage with brands, and how brands shape urbanites’ experiences and sense of self, society and space. An extensive exploration of the processes through which brands are integrated into cities, their effects on everyday experiences and their role in the policing and governance of urban space, this book will appeal to scholars across the social sciences with interests in urban studies, consumption and branding.
Author : Bill Baker
Publisher : Destination Branding Book
ISBN 13 : 9780979707605
Total Pages : 196 pages
Book Rating : 4.7/5 (76 download)
Download or read book Destination Branding for Small Cities written by Bill Baker and published by Destination Branding Book. This book was released on 2007 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Sicco van Gelder.
Publisher :
ISBN 13 :
Total Pages : 34 pages
Book Rating : 4.:/5 (31 download)
Download or read book City Branding written by Sicco van Gelder. and published by . This book was released on 2006 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Papadopoulos, Nicolas
Publisher : Edward Elgar Publishing
ISBN 13 : 1839107375
Total Pages : 392 pages
Book Rating : 4.8/5 (391 download)
Download or read book Marketing Countries, Places, and Place-associated Brands written by Papadopoulos, Nicolas and published by Edward Elgar Publishing. This book was released on 2021-09-14 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
Author : Solmaz Rezaei
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781539902218
Total Pages : 240 pages
Book Rating : 4.9/5 (22 download)
Download or read book A Reputation for a City written by Solmaz Rezaei and published by Createspace Independent Publishing Platform. This book was released on 2016-11-04 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Regardless of the lack of due attention paid to branding in cities, it has tried to establish a real foothold among cities and today city managers have accepted the matter as an undeniable reality that a city, besides the utilities, infrastructure, social welfare etc., needs a brand. City branding is a complex issue that deals with marketing, politics and diplomacy as well as culture, history, economics and tourism. When speaking of brand we don't mean the brand logo or advertising message, but we mean the image of a product, a person, and a city in the minds of the audience. The main objective of brands was to create a logical and sustainable connection between brand elements which can be a product, a city, a person and a way of thinking on one hand and the audience who can be called a consumer, citizen, tourist, etc. on the other hand. If we believe that cities will need prosperity to continue their lives, we certainly find that prosperity has a secret and it is palatability, desirability, and appropriateness; the more desirable, the more prosperous. With the help of the growing thought of branding, each city can adjust itself so that it has greater compliance to attract interest and resources for development and progress in competition with other cities. Urban Marketing has a slogan and a main goal i.e. design and implementation; and urban management is based on citizen orientation and citizen satisfaction. The science sees tourism as an opportunity for the city and it believes that economic dynamism will not happen unless a city is connected to sources other than their native sources. Scholars have likened brands of a place to DNAs (what builds a city and makes it distinct from other places). City brands are specialized in linking places with people and act in a way that the city, with all its vastness, gets so close to a human being that wins its heart and mind. Then the city becomes a part of humans and when getting away from the city, people feel mental anguish. Then the competition between cities starts and thereby the branded city will win the material, spiritual and social capitals. The branded city will become 15 stronger and show its strength in increased prosperity and quality of life for its residents and the story continues. There are many cities and nations that have established a reputation in various fields in the world in these days. For example, The Hague is famous for peace and justice or France is famous for art or Rome is famous for history or New York is famous for the global economy. It is difficult for a city to obtain such a level but not impossible. What is important is that planners and managers identify the capabilities of a city and raise them to achieve perfection and turn into a reputation for that city.
Author : Paolo Popoli
Publisher : BoD – Books on Demand
ISBN 13 : 953513597X
Total Pages : 212 pages
Book Rating : 4.5/5 (351 download)
Download or read book Brand Management written by Paolo Popoli and published by BoD – Books on Demand. This book was released on 2017-11-08 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
Author : Ari-Veikko Anttiroiko
Publisher : Routledge
ISBN 13 : 1135129894
Total Pages : 221 pages
Book Rating : 4.1/5 (351 download)
Download or read book The Political Economy of City Branding written by Ari-Veikko Anttiroiko and published by Routledge. This book was released on 2014-02-24 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : City of London College of Economics
Publisher : City of London College of Economics
ISBN 13 :
Total Pages : 967 pages
Book Rating : 4./5 ( download)
Download or read book Brand Manager Diploma - City of London College of Economics - 9 months - 100% online / self-paced written by City of London College of Economics and published by City of London College of Economics. This book was released on with total page 967 pages. Available in PDF, EPUB and Kindle. Book excerpt: Overview The fun and easy way to build your brand and increase revenues. Content - Everything You Ever Wanted to Know About Branding - Building a Brand, Step-by-Step - Launching Your New Brand - The Care and Feeling of Your Brand - Protecting Your Brand - Ten Truths about Branding - Ten Branding Mistakes and How to Avoid Them - Resources for Brand Managers Duration 9 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
Author : Alexander Gutzmer
Publisher : Routledge
ISBN 13 : 1135072574
Total Pages : 206 pages
Book Rating : 4.1/5 (35 download)
Download or read book Brand-Driven City Building and the Virtualizing of Space written by Alexander Gutzmer and published by Routledge. This book was released on 2014-04-24 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an investigation of the cultural phenomenon of branding and its transformational effects on the contemporary spatial – and urban – reality. It develops a novel understanding of the rationale behind the construction of large-scale architectural complexes that relate to corporate brands, and of its tremendous cultural effects. The author suggests that what we see today is the creation of "global mass ornaments", of a thorough ornamentalization of the entire globe. The origins of this are discussed with regard to examples of corporate brand-building from Europe and China (Autostadt Wolfsburg, BMW Welt Munich and Anting New Town). Additional cases are several simulated spaces in Berlin and the space-branding activities of companies like Apple or Prada. Theoretically, the author develops an innovative poststructuralist framework, combining ideas from Gilles Deleuze with the space philosophy of Peter Sloterdijk. He analyzes how the corporate redefinition of space makes the city enter into a mode of virtual urbanity. This idea leads to a notion of a "global urban" and, ultimately, the "global mass ornament". This concept of a global mass ornament is developed here with reference to Sloterdijk’s concept of a world of "spheres". The latter is used to understand the new mode of spatiality of mediatized spaces. The book makes the point that our world is involved in a process of mass ornamentalization that has only just begun. The concept of the global mass ornament is the first to come to grips with a culture in which branding is effectively changing the physiognomy of the earth. The global mass ornament is a banner for a cultural transformation that employs architecture, sign theory and mechanisms borrowed from traditional advertising and from social media, as well as social processes – and that we have yet to properly understand. This book is a significant step forward in this respect.
Author : Simon Anholt
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (11 download)
Download or read book Places written by Simon Anholt and published by . This book was released on 2009 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert Govers
Publisher : Reputo Press
ISBN 13 : 9082826518
Total Pages : 180 pages
Book Rating : 4.0/5 (828 download)
Download or read book Imaginative Communities written by Robert Govers and published by Reputo Press. This book was released on 2018-09-10 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic, and New Zealand untouched. This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereotypes. It can be frustrating and hindering trade, diplomacy, investment, tourism, or talent attraction. Many believe that such image problems can be resolved with advertising campaigns, but the classic tourism promotion model is broken and insufficient. This book explains what works and what doesn’t when it comes to improving the reputation of cities, regions, and countries. It does so without the use of jargon and with reference to numerous case-studies. The book primarily aims to inspire readers and offer them a broad overview of an issue in modern society that is of interest and relevance to all of us: the reputation of our communities.
Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)
Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
