| Description |
xxix, 239 pages : illustrations ; 24 cm |
| Contents |
Contents note continued: Chongqing: 3,000 years of history and a population of 30 million -- What does a city mean to you? -- Look to the past for inspiration -- The final design -- Summary -- ch. 18 Edinburgh: Scotland's Inspiring Capital / Kenneth Wardrop -- Introduction -- City of Edinburgh brand repositioning -- Collaboration with key stakeholders -- Destination Edinburgh Marketing Alliance -- Tracking and managing perceptions of the Edinburgh brand -- Summary -- ch. 19 The Hague, International City of Peace and Justice: A Relational Network Brand / Robert Govers -- Introduction -- Conceptualization -- The Hague as a relational network brand -- A 3-concept perspective on The Hague's city brand -- Summary -- ch. 20 Brand Hong Kong / Theresa Loo -- Introduction -- Management of Brand Hong Kong -- Tourism -- Culture and creativity -- Investment -- People -- Products and services -- Summary -- ch. 21 Kuala Lumpur: Searching for the Right Brand / T. C. Melewar -- Introduction -- |
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Contents note continued: Cities are in direct competition -- Building blocks of the city brand: Flagship products, salient communications, and people -- City image and country image: What are the links? -- Can cities be managed as brands? -- Brand or slogan? -- Summary -- ch. 26 Seoul City Branding: The Case of Seoul's International Brand Communication / Peter Eung-Pyo Kim -- Introduction -- The marketing history of Seoul Metropolitan Government -- Pre-2006: Initial promotional activities -- 2006: The first year of integrated marketing communication -- 2007: The transformation of Seoul's overseas marketing -- 2008: Historic increase in Seoul's marketing budget -- 2009: New global positioning for Seoul's city brand -- Summary -- ch. 27 The City Branding of Sydney / Geoff Parmenter -- Introduction -- Sydney in 2008 -- Branding Sydney -- Creating a brand model for Sydney -- Sydney in 2010 -- Summary -- ch. 28 Superflat Tokyo: City of Secret Superlatives / Roland Kelts -- |
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Contents note continued: Defining city branding -- Place branding efforts of Kuala Lumpur -- Creation of the city of knowledge through development and improvement of infrastructure and services -- Branding the city for tourism development and internal audiences -- What is the brand of Kuala Lumpur? -- Summary -- ch. 22 Branding Lisbon - Defining the Scope of the City Brand / Joao Ricardo Freire -- Introduction -- Brand Lisboa e Vale do Tejo -- Brand Lisboa versus city of Lisbon -- Summary -- ch. 23 Montevideo City Branding / Pablo Hartmann -- Introduction -- The importance of tourism for Uruguay and for the city of Montevideo -- The Montevideo tourist brand: ̀Discover Montevideo' -- Summary -- ch. 24 Branding New York City - The Saga of ̀I Love New York' / Peggy R. Bendel -- Introduction -- New York's multifarious identity -- The ̀Big Apple' and ̀I Love New York' campaigns -- Summary -- ch. 25 Paris as a Brand / Jean-Noel Kapferer -- Introduction -- |
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Contents note continued: Helsinki and Barcelona -- The imageability of Helsinki -- The tourist gaze on Barcelona -- Summary -- ch. 5 City Brand Partnerships / Sicco van Gelder -- Introduction -- Involving the stakeholders -- Tourism -- Private sector -- Government policy -- Investment and immigration -- Culture and education -- The people -- The principles of effective partnership -- 1.Inclusive and representative -- 2.Long-term commitment -- 3.Shared vision -- 4.Sharing responsibility -- 5.Trusting each other -- 6.Aligned and engaged -- 7.Communicating as one -- 8.Taking ̀on-brand' decisions and actions -- 9.Making ̀on-brand' investments -- 10.Willingness to evaluate impact and effectiveness -- Creating the city brand partnership -- Summary -- ch. 6 City Branding and Stakeholder Engagement / Andrew Stevens -- Introduction -- Why stakeholder engagement matters -- How to engage stakeholders successfully -- Tensions and challenges -- Summary -- |
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Contents note continued: Introduction -- Welcome to Tokyo - Hybrid city -- Tokyo's brand impresario -- ch. 29 The City Branding of Wollongong / John Glynn -- Introduction -- The city of Wollongong -- The need for the image campaign -- The resourcing phase -- The concepting phase -- The implementation phase -- Reflections of stakeholders -- Success of Wollongong's campaign -- Summary |
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Contents note continued: Lack of clear identity and image -- Limited financial resources -- Government interference -- A New Accra for a Better Ghana' -- Summary -- ch. 13 The City Branding of Ahmedabad / Satish K. Nair -- Introduction -- Ahmedabad's growth -- Gujarat's major branding exercise -- Vibrant Gujarat Global Investors' Summit -- Vibrant Gujarat 2011: An exercise in rebranding and repositioning the state -- Marketing Vibrant Gujarat to the world -- Recent developments of significance in Ahmedabad -- Leveraging Ahmedabad's unique features and its recent pace of development -- Summary -- ch. 14 Athens City Branding and the 2004 Olympic Games / Maria Fola -- Introduction -- Bidding for the 2004 Olympic Games -- Balancing the old with the new -- The logo -- The slogan -- The mascots -- Traditional landmarks and modern architecture -- The Opening Ceremony -- The impact of the Games on the image of Athens -- Summary -- |
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Contents note continued: Support residents and non-governmental entities -- Summary -- ch. 10 Online City Branding / Magdalena Florek -- Introduction -- Websites as communicators of city brand identity -- City branding via the blogosphere -- Social networks and interactive city brand-building -- Place branding in three-dimensional virtual environments -- Email as a component of city brand strategy -- Summary -- pt. II Cases -- ch. 11 Introduction to the Practice of City Branding / Keith Dinnie -- Introduction -- Addressing the challenges that city brands face -- Clarifying identity and image -- The importance of tangible evidence -- Hosting events -- Partnership working -- Creativity, innovation and boldness -- Repositioning the city brand -- Summary -- ch. 12 The City Branding of Accra / Anthony Ebow Spio -- Introduction -- The growing role of Accra and modernization efforts -- A destination for international conferences -- Challenges to Accra's city branding -- |
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Contents note continued: ch. 15 The City Branding of Barcelona: A Success Story / Juan Carlos Belloso -- Introduction -- The city branding of Barcelona: A success story -- 1.The branding of Barcelona grounded in a profound transformation of the city -- 2.The vision and leadership of the municipal leaders -- 3.The involvement and participation of civil society -- 4.The key role of the 1992 Olympic Games -- 5.The unique and differentiated identity of the city -- 6.Creativity, innovation, and boldness as a common denominator -- From the 1992 Olympic Games to the present day -- Summary -- ch. 16 Branding Budapest / Gyorgy Szondi -- Introduction -- Challenges of branding Budapest -- Branding concepts -- City brands as communities -- An events-centered approach -- Budapest city brand research and measurement -- Summary -- ch. 17 Chongqing's City Branding: The Role of Graphic Design / Angelica Leung -- Introduction -- The graphic designer as researcher -- |
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Contents note continued: ch. 7 Paradoxes of City Branding and Societal Changes / Can-Seng Ooi -- Introduction -- City branding and societal changes -- Paradox 1 Being equally special -- Paradox 2 The bottom-up and top-down tension -- Paradox 3 Differing residents' and non-residents' interpretations -- Summary -- ch. 8 City Branding through Food Culture: Insights from the Regional Branding Level / Richard Tellstrom -- Introduction -- The old and the new relationship between place and food -- Political food branding -- Commercial use of branded regions -- Cultural use of political and commercial branding -- Summary -- ch. 9 City Branding through New Green Spaces / Jared Braiterman -- Introduction -- Context -- The role of streets -- From roof gardens to vertical gardens -- Recovering rivers and urban bays -- How to make green space a competitive urban advantage -- Set ambitious goals -- Take the park outside the gate -- Build zero waste government buildings and streets -- |
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Machine generated contents note: pt. I Theory -- ch. 1 Introduction to the Theory of City Branding / Keith Dinnie -- Introduction -- Brand architecture and brand attributes -- A network approach -- Sustainability -- Summary -- ch. 2 Branding the City as an Attractive Place to Live / Andrea Insch -- Introduction -- City branding - Relevance to residents -- Resident satisfaction - The ultimate outcome of city branding -- Implementation of city branding for resident satisfaction -- Summary -- ch. 3 City Branding and Inward Investment / Alan C. Middleton -- Introduction -- Cities as brands -- Brand role in attracting inward investment -- Toronto, Canada - ̀New York run by the Swiss' -- Toronto's economy -- Toronto's business base -- The key ingredient: A diverse, educated workforce -- Investment in Toronto -- Summary -- ch. 4 City Branding and the Tourist Gaze / Gert-Jan Hospers -- Introduction -- Cities and the tourist gaze -- A city's image carriers -- Lessons for city branders -- |
| Summary |
The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. The author captures this emerging phenomenon in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Branding (Marketing) -- Case studies.
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City promotion -- Case studies.
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City promotion.
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Municipal government -- Public relations -- Case studies.
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| Genre/Form |
Case studies.
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| Author |
Dinnie, Keith.
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| LC no. |
2011003946 |
| ISBN |
0230241859 (hbk.) |
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9780230241855 (hbk.) |
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