As globalization intensifies, urban development has come to include an image dimension. The common rationale is that a well-known place name often creates opportunities for international attention, events, investments, and become winning places. The aim is often to orchestrate the totality of perceptions, experiences, and feelings that people hold about that city to ensure that it is as distinctive, compelling, and memorable as possible. In recent years, city brands are increasingly being seen as the new tool to enhance city positioning and development. By capturing the spirit of the city and its characteristics, a successful city brand can stimulate increased attractiveness, competitiveness, investment, and pride in the city as well as coherent city development to deliver the brand promise. Equally, poor branding can erode city attractiveness. Given the close link between a city's brand and its identity, having a clear city brand strategy is useful in supporting cities to develop a long-term vision and future perspectives. Since cities are by definition multilayered, each city will need to create and manage specific city brand in the way that is best for the situation.
Detalhes
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Autor
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Data do documento
2012/12/01
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TIpo de documento
Informativo
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No. do relatório
81059
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Nº do volume
1
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Total Volume(s)
1
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País
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Região
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Data de divulgação
2013/09/16
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Disclosure Status
Disclosed
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Nome do documento
City brand
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Palavras-chave
large metropolitan areas;Town Planning;economic development plan;Local Economic Development;communication strategy;global city;target market;brand image;core values;livability city;livable city;Media Strategy;city marketing;cultural capital;creating opportunity;built environment;Urban Infrastructure;small cities;social cohesion;voice service;regional research;physical changes;free press;corporate communication;negative image;diverse values;urban regeneration;tourist arrival;Public Transport;carbon emission;target consumer;coherent strategy;traditional culture;ordinary people;cultural icon;international community;driving force;dynamic process;city administration;international competitiveness;mass tourism;urban development;market model;socio-cultural factor;tourism industry;brand promotion;urban policy;social context;cultural industry;cultural industrial;brand equity;urban space;domestic product;positive impact;destination development;market factor;Brand Management;marketing strategies;entertainment industry;organizational culture;local population;tourism strategy;computer game;city authority;media representation;urban competitiveness;brand value;public art;advertising expenditure;world economy;city planner;built infrastructure;virtual reality;global market;innovation perspective;international scene;Real estate;cultural life;motivational factor;global economy;comparative advantage;sustainable city;competitive cities;competitive city;foreign policy;massive investment;environmental sustainability;
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