City Branding: Theory and Cases

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Keith Dinnie
Palgrave Macmillan, Jan 15, 2011 - Business & Economics - 239 pages
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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. This emerging phenomenon is captured with contributions from international place branding experts, in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases.

This is a highly focused, yet broad and comprehensive, city branding text that is strong both in theory and practice.
 

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Contents

Chapter 1 Introduction to the Theory of City Branding
3
Chapter 2 Branding the City as an Attractive Place to Live
8
Chapter 3 City Branding and Inward Investment
15
Chapter 4 City Branding and the Tourist Gaze
27
Chapter 5 City Brand Partnerships
36
Chapter 6 City Branding and Stakeholder Engagement
45
Chapter 7 Paradoxes of City Branding and Societal Changes
54
Insights from the Regional Branding Level
62
The Role of Graphic Design
131
Scotlands Inspiring Capital
138
A Relational Network Brand
150
Chapter 20 Brand Hong Kong
157
Searching for the Right Brand
162
Chapter 22 Branding Lisbon Defining the Scope of the City Brand
169
Chapter 23 Montevideo City Branding
175
Chapter 24 Branding New York City The Saga of I Love New York
179

Chapter 9 City Branding through New Green Spaces
70
Chapter 10 Online City Branding
82
Part II Cases
91
Chapter 11 Introduction to the Practice of City Branding
93
Chapter 12 The City Branding of Accra
99
Chapter 13 The City Branding of Ahmedabad
106
Chapter 14 Athens City Branding and the 2004 Olympic Games
112
A Success Story
118
Chapter 16 Branding Budapest
124
Chapter 25 Paris as a Brand
184
The Case of Seouls International Brand Communication
190
Chapter 27 The City Branding of Sydney
199
City of Secret Superlatives
206
Chapter 29 The City Branding of Wollongong
213
References
221
Index
235
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About the author (2011)

JUAN CARLOS BELLOSO Consultant, Barcelona, Spain PEGGY BENDEL President, Bendel Communications International, New York City United States JARED BRAITERMAN Founder of Tokyo Green Space, Research Fellow at the Tokyo University of Agriculture, Council on Foreign Relations Hitachi International Affairs Fellow, Tokyo, Japan ANTHONY EBOW SPIO Lecturer, Ashesi University College, Accra, Ghana MAGDALENA FLOREK Poznan University of Economics, Poland JOAO FREIRE Consultant, Brandia Central, Lisbon, Portugal MARIA FOLA Consultant, Athens, Greece ROBERT GOVERS Adjunct Associate Professor, Consortium University of Leuven, Belgium PABLO HARTMANN Professor, ORT University, Montevideo, Uruguay GERT-JAN HOSPERS Professor in City and Regional Marketing (RU), University of Twente, The Netherlands BENGT-ARNE HULLEMAN Protocol Officer of the International Criminal Court, The Hague The Netherlands ANDREA INSCH Senior Lecturer, Otago University, New Zealand JEAN-NOEL KAPFERER Professor, HEC Paris, France ROLAND KELTS Writer, New York City, United States GREG KERR University of Wollongong, Australia KIM YOU KYUNG Professor, Hankuk University of Foreign Studies, Seoul, South Korea FREEMAN LAU and ANGELICA LEUNG Design Consultants, Hong Kong THERESA LOO Strategic Planning Director for China at Mediaedgecia, Beijing, China Geoff Parmenter, Chief Executive Officer of Events NSW, Brand Sydney Project Team Australia TC MELEWAR Professor, Zurich University of Applied Sciences, Switzerland ALAN C. MIDDLETON Executive Director, Schulich School of Business Executive Development Program, Canada GHAZALI MUSA Head of Department of Marketing, University of Malaya, Kuala Lumpur, Malaysia SATISH NAIR NIRMA University, Gujarat, India CAN-SENG OOI Associate Professor, Copenhagen Business School, Denmark ANDREW STEVENS Research Manager, Japan Local Government Centre, United Kingdom RICHARD TELLSTROM Senior Lecturer, Orebro University, Sweden SICCO VAN GELDER Founder, Placebrands Consultancy, The Netherlands KENNETH WARDROP Head of Destination Edinburgh Marketing Alliance, Edinburgh, Scotland