"City Branding: Theory and Cases"
edited by Dr Keith Dinnie (Palgrave Macmillan, 2010)
About "City Branding: Theory and Cases"
edited by Dr Keith Dinnie (Palgrave Macmillan, 2010)
The practice of city branding is being adopted by increasing numbers of city authorities around the world and is having a direct impact on public and private sector activity. This emerging phenomenon is captured in City Branding — Theory and Cases 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 book is a highly focused, yet broad and comprehensive, city branding text that is strong both in theory and practice.
Praise for Dr Keith Dinnie's book City Branding: Theory and Cases (Palgrave Macmillan 2010)
"City Branding — Theory and Cases offers a fascinating glimpse into the multidisciplinary world of branding theory and practice applied to urban environments. This book sets a major benchmark in the development of branding as a field of knowledge and will inform urban management research agendas and policy making worldwide in this new millennium."
(Dr Andres Coca-Stefaniak, Editor-in-Chief, Journal of Town & City Management)
"This is an important book which gives a tremendous wealth of well-researched insights into the practice of city branding. By drawing upon a range of contributors from diverse theoretical backgrounds, it provides a holistic view and makes a significant contribution to the emerging field of city branding. This book is set to become a must-have for anyone involved in place branding."
(Dr Teemu Moilanen, place branding specialist and author of How to Brand Nations, Cities and Destinations (Palgrave Macmillan))
"In a global world, cities are increasingly seeking differentiation through brand strategies. This book not only offers an original approach to city brand theory, but also provides illustrative examples through a showcase of cities across the world as a means to better understand this novel form of branding."
(Dr Edgar Centeno, Monterrey Institute of Technology Mexico; Place Branding and Public Diplomacy Regional Editor for the Americas and the Caribbean)
Contents
Foreword (Bill Baker)
Preface (Keith Dinnie)
Acknowledgements
Notes on Contributors
Part I: Theory
Chapter 1. Introduction to the Theory of City Branding (Keith Dinnie)
Introduction
Brand architecture and brand attributes
A network approach
Sustainability
Summary
Chapter 2. Branding the City as an Attractive Place to Live (Andrea Insch)
City branding — relevance to residents
Resident satisfaction — the ultimate outcome of city branding
Implementation of city branding for resident satisfaction
Summary
Chapter 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
Chapter 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
Helsinki and Barcelona
The imageability of Helsinki
The tourist gaze on Barcelona
Summary
Chapter 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
Chapter 6. City Branding and Stakeholder Engagement (John P. Houghton and Andrew Stevens)
Introduction
Why stakeholder engagement matters
How to engage stakeholders successfully
Tensions and challenges
Summary
Chapter 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
Chapter 8. City Branding through Food Culture ・Insights from the Regional Branding Level (Richard Tellstöm)
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
Chapter 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
Support residents and non-governmental entities
Summary
Chapter 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
Part II: Cases
Chapter 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
Chapter 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
Lack of clear identity and image
Limited financial resources
Government interference
"A New Accra for a Better Ghana"
Summary
Chapter 13. The City Branding of Ahmedabad (Satish K. Nair)
Introduction
Ahmedabads'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
Chapter 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
Chapter 15. The City Branding of Barcelona: A Success Story (Juan Carlos Belloso)
Introduction
The city branding of Barcelona: a success story
The branding of Barcelona grounded in a profound transformation of the city
The vision and leadership of the municipal leaders
The involvement and participation of civil society
The key role of the 1992 Olympic Games
The unique and differentiated identity of the city
Creativity, innovation, and boldness as a common denominator
From the 1992 Olympic Games to the present day
Summary
Chapter 16. Branding Budapest (Gyorgy Szondi)
Introduction
Challenges of branding Budapest
Branding concepts
City brands as communities
An events-centred approach
Budapest city brand research and measurement
Summary
Chapter 17. Chongqing's City Branding — The Role of Graphic Design (Freeman Lau and Angelica Leung)
Introduction
The graphic designer as researcher
Chongqing: 3000 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
Chapter 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
Chapter 19. The Hague, International City of Peace and Justice: A Relational Network Brand (Bengt-Arne B.F. Hulleman and Robert Govers)
Introduction
Conceptual framework
The Hague as a relational network brand
A 3-concept perspective on The Hague's city brand
Summary
Chapter 20. Brand Hong Kong (Grace Loo, Saumya Sindhwani, Cai Jing, and Theresa Loo)
Introduction
Management of Brand Hong Kong
Tourism
Culture and creativity
Investment
People
Products and services
Summary
Chapter 21. The City Branding of Kuala Lumpur (Ghazali Musa and T.C. Melewar)
Introduction
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
Chapter 22. Branding Lisbon ・Defining the Scope of the City Brand (João Ricardo Freire)
Introduction
Brand Lisboa e Vale do Tejo
Brand Lisboa versus city of Lisbon
Summary
Chapter 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
Chapter 24. 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
Chapter 25. Paris City Branding (Jean-Noël Kapferer)
Introduction
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
Chapter 26. Seoul City Branding (You Kyung Kim and 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
Chapter 27. The City Branding of Sydney (Geoff Parmenter)
Introduction
Sydney in 2008
Branding Sydney
Creating a brand model for Sydney
Sydney in 2010
Summary
Chapter 28. Tokyo's City Brand (Roland Kelts)
Introduction
Welcome to Tokyo — hybrid city
Tokyo's brand impresario
Summary
Chapter 29. Wollongong City Branding (Greg Kerr, Gary Noble and 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