CONTENTS
Foreword xiii
Preface xv
Acknowledgements xvi
Notes on the Contributors xvii
Part ITheory I
Chapter IIntroduction to theTheory of City Branding 3
Keith Dinnie
Introduction 3
Brand architecture and brand attributes 4
A network approach 5
Sustainability 6
Summary 7
Chapter 2 Branding the City as an Attractive Place to Live 8
Andrea Insch
Introduction 8
City branding - Relevance to residents 9
Resident satisfaction -The ultimate outcome of city branding 10
Implementation of city branding for resident satisfaction 11
Summary 14
Chapter 3 City Branding and Inward Investment 15
Alan C. Middleton
Introduction 15
Cities as brands16
Brand role in attracting inward investment 18
Toronto, Canada - 'New York run by the Swiss1 20
Toronto's economy 21
Toronto's business base 21
The key ingredient: A diverse, educated workforce 22
Investment in Toronto 23
Summary 25
Chapter 4 City Branding and theTourist Gaze 27
Gert-Jan Hospers
Introduction 27
Cities and the tourist gaze 27
A city's image carriers 29
Lessons for city branders 31
Helsinki and Barcelona 33
The imageability of Helsinki 33
The tourist gaze on Barcelona 33
Summary 34
Chapter 5 City Brand Partnerships 36
Sicco van Gelder
Introduction 36
Involving the stakeholders 36
Tourism 37
Private sector 37
Government policy 37
Investment and immigration 37
Culture and education 38
The people 38
The principles of effective partnership 38
1. Inclusive and representative 39
2. Long-term commitment 39
3. Shared vision 40
4. Sharing responsibility 40
5. Trusting each other 40
6. Aligned and engaged 40
7. Communicating as one 41
8. Taking'on-brand'decisions and actions 41
9. Making 'on-brand' investments 41
10. Willingness to evaluate impact and effectiveness 42
Creating the city brand partnership 42
Summary 43
Chapter 6 City Branding and Stakeholder Engagement 45
John P. Houghton and Andrew Stevens
Introduction 45
Why stakeholder engagement matters 46
How to engage stakeholders successfully 48
Tensions and challenges 50
Summary 52
Chapter 7 Paradoxes of City Branding and Societal Changes Can-Seng Ooi 54
Introduction 54
City branding and societal changes 56
Paradox I - Being equally special 57
Paradox 2 -The bottom-up and top-down tension 58 Paradox 3 - Differing residents' and non-residents' interpretations 60
Summary 61




Chapters City Branding through Food Culture: Insights 62 from the Regional Branding Level Richard Tellstrom
Introduction 62
The old and the new relationship between place and food 63
Political food branding 63
Commercial use of branded regions 66
Cultural use of political and commercial branding 68
Summary 69
Chapter 9 City Branding through New Green Spaces 70 Jared Braiterman
Introduction 70
Context 72
The role of streets 74
From roof gardens to vertical gardens 75
Recovering rivers and urban bays 76
How to make green space a competitive urban advantage 77
Set ambitious goals 77
Take the park outside the gate 78
Build zero waste government buildings and streets 79
Support residents and non-governmental entities 79
Summary 80
Chapter 10 Online City Branding 82 Magdalena Florek
Introduction 82
Websites as communicators of city brand identity 84
City branding via the blogosphere 85
Social networks and interactive city brand-building 87
Place branding in three-dimensional virtual environments 89
Email as a component of city brand strategy 90
Summary 90
Part II Cases 91
Chapter I I Introduction to the Practice of City Branding 93 Keith Dinnie
Introduction 93
Addressing the challenges that city brands face 93
Clarifying identity and image 94
The importance of tangible evidence 95
Hosting events 96
Partnership working 96
Creativity, innovation and boldness 97
Repositioning the city brand 98
Summary 98

Chapter 12 The City Branding of Accra 99
Anthony Ebow Spio
Introduction 99
The growing role of Accra and modernization efforts 99
A destination for international conferences 101
Challenges to Accra's city branding 102
Lack of clear identity and image 102
Limited financial resources 102
Government interference 103
'A New Accra for a Better Ghana' 103
Summary 104
Chapter 13 The City Branding of Ahmedabad 106
Satish K. Nair
Introduction 106
Ahmedabad's growth 107
Gujarat's major branding exercise 107
Vibrant Gujarat: Global Investors' Summit 107
Vibrant Gujarat 2011: An exercise in rebranding and 108
repositioning the state
Marketing Vibrant Gujarat to the world 108
Recent developments of significance in Ahmedabad 109
Leveraging Ahmedabad's unique features and its recent pace 110
of development Summary I I I
Chapter 14 Athens City Branding and the 2004 Olympic Games
Maria Fola 112
Introduction I 12
Bidding for the 2004 Olympic Games 112
Balancing the old with the new I 13
The logo I 14
The slogan I 14
The mascots I 14
Traditional landmarks and modern architecture I 15
The Opening Ceremony 115
The impact of the Games on the image of Athens I 16
Summary I 17
Chapter 15 The City Branding of Barcelona: A Success Story Juan Cor/os Belloso 118
Introduction I 18 The city branding of Barcelona: A success story I 19
1. The branding of Barcelona grounded in a profound 119 transformation of the city
2. The vision and leadership of the municipal leaders 119
3. The involvement and participation of civil society 120
4. The key role of the 1992 Olympic Games 120
5. The unique and differentiated identity of the city 121
6. Creativity, innovation, and boldness as a common denominator 121
From the 1992 Olympic Games to the present day 122
Summary 123
Chapter 16 Branding Budapest 124
Gyorgy Szondi
Introduction 124
Challenges of branding Budapest 124
Branding concepts 125
City brands as communities 127
An events-centered approach 128
Budapest city brand research and measurement 128
Summary 130
Chapter 17 Chongqing's City Branding: The Role of Graphic 131 Design Freeman Lau and Angelica Leung
Introduction 131
The graphic designer as researcher 133
Chongqing: 3,000 years of history and a population of 30 million 133
What does a city mean to you? 134
Look to the past for inspiration 136
The final design 136
Summary 137
Chapter 18 Edinburgh: Scotland's Inspiring Capital 138 Kenneth Wardrop
Introduction 138
City of Edinburgh brand repositioning 138
Collaboration with key stakeholders 141
Destination Edinburgh Marketing Alliance 143
Tracking and managing perceptions of the Edinburgh brand 146
Summary 149
Chapter 19 The Hague, International City of Peace and Justice: 150 A Relational Network Brand Bengt-Arne 8. F. Hulleman and Robert Covers
Introduction 150
Conceptualization 151
The Hague as a relational network brand 153
A 3-concept perspective on The Hague's city brand 155
Summary 156
Chapter 20 Brand Hong Kong 157
Grace Loo, Saumya Sindhwani, Caijing and Theresa Loo
Introduction 157
Management of Brand Hong Kong 157
Tourism 158
Culture and creativity 159
investment 160
People 160
Products and services 161
Summary 161
Chapter 21 Kuala Lumpur: Searching for the Right Brand 162 Ghazali Musa and T. C. Melewar
Introduction 162
Defining city branding 162
Place branding efforts of Kuala Lumpur 163
Creation of the city of knowledge through development and 165
improvement of infrastructure and services Branding the city for tourism development and internal 166
audiences
What is the brand of Kuala Lumpur? 167
Summary 168
Chapter 22 Branding Lisbon - Defining the Scope of the 169
City Brand joao Ricardo Freire
Introduction 169
Brand Lisboa eVale doTejo 171
Brand Lisboa versus city of Lisbon 172
Summary 173
Chapter 23 Montevideo City Branding 175
Pablo Hartmann
Introduction 175
The importance of tourism for Uruguay and for the city 175
of Montevideo
The Montevideo tourist brand:'Discover Montevideo' 177
Summary 178
Chapter 24 Branding New York City -The Saga of 179
'I Love New York' Peggy R. Bendel
Introduction 179
New York's multifarious identity 179
The 'Big Apple' and 1 Love New York' campaigns 180
Summary 183
Chapter 25 Paris as a Brand 184 Jean-Noel Kapferer
Introduction ' 184 Cities are in direct competition 184
Building blocks of the city brand: Flagship products, salient 185
communications, and people
City image and country image: What are the links? 186 Can cities be managed as brands? 187 Brand or slogan? 188 Summary 188
Chapter 26 Seoul City Branding:The Case of Seoul's 190 International Brand Communication You Kyung Kirn and Peter Eung-Pyo Kim
Introduction 190
The marketing history of Seoul Metropolitan Government 190
Pre-2006: Initial promotional activities 191
2006:The first year of integrated marketing communication 191
2007:The transformation of Seoul's overseas marketing 192
2008: Historic increase in Seoul's marketing budget 193
2009: New global positioning for Seoul's city brand 195
Summary 197
Chapter 27 The City Branding of Sydney 199
Geoff Parmenter
Introduction 199
Sydney in 2008 199
Branding Sydney 200
Creating a brand model for Sydney 201
Sydney in 2010 203
Summary 205
Chapter 28 SuperflatTokyo: City of Secret Superlatives 206
Roland Kelts
Introduction 206
Welcome to Tokyo - Hybrid city 208
Tokyo's brand impresario 208
Chapter 29 The City Branding of Wollongong 213
Greg Kerr, Gary Noble and John Glynn
Introduction 213
The city of Wollongong 213
The need for the image campaign 214
The resourcing phase 215
The concepting phase 216
The implementation phase 217

Reflections of stakeholders 217
Success of Wollongong's campaign 219
Summary 219
References 221
Index 235