000			10299 a2200169 4500
020			_a9780230241855
082			_a307.760688 _bDIN
100			_aDinnie, Keith Ed. _941291
245			_aCity branding : _btheory and cases
260			_aNew York _bPalgrave MacMillan _c2011
300			_axxix,239p.
505			_aCONTENTS 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
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890			_aUSA
891			_aFM
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999			_c41783 _d41783