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Chapter 1 Introduction To The Theory of City Branding

This chapter introduces theories of city branding including objectives to attract tourism, investment, and talented people. It discusses parallels to corporate branding and challenges of diverse stakeholders and audiences. It also covers the creative city, brand architecture, attributes, network approaches, and sustainability of both the city brand and city.

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Haulaini Chairunisa
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1K views11 pages

Chapter 1 Introduction To The Theory of City Branding

This chapter introduces theories of city branding including objectives to attract tourism, investment, and talented people. It discusses parallels to corporate branding and challenges of diverse stakeholders and audiences. It also covers the creative city, brand architecture, attributes, network approaches, and sustainability of both the city brand and city.

Uploaded by

Haulaini Chairunisa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CITY

BRANDING
Theory and
Cases

City Branding
Theory and Cases
Chapter 1
Introduction to the Theory of City
Branding
Keith Dinnie

Overview

City branding objectives


Parallels between city branding and
corporate branding
The creative city
Brand architecture and brand attributes
A network approach
Sustainability

Palgrave Macmillan
2010

City branding objectives

Cities compete globally to attract tourism,


investment and talented people
Concepts of brand strategy are adopted from
the commercial world and applied in pursuit
of urban development, regeneration and
quality of life
Cities attempt to manage their resources,
reputation and image
Palgrave Macmillan
2010

Parallels between city


branding and corporate
branding
Complexity

Wide range of stakeholders


A spectrum of fundamentally different target
audiences

Palgrave Macmillan
2010

The creative city

Policy makers attempt to attract the creative


class (Florida, 2003, 2005) as residents
Such residents may galvanize the local
economy
The creative class look for cities with a
vibrant cultural life

Palgrave Macmillan
2010

Brand architecture

Brand architecture is an organisations


approach to the design and management of
its brand portfolio (Devlin and McKechnie,
2008)
City brands face the challenge of developing
a strong umbrella brand that:

Is coherent across a range of different activities


Enables sector-specific brand communications

Palgrave Macmillan
2010

Diverse target audiences

Residents

Investors

Tourists

Internal stakeholders

Palgrave Macmillan
2010

Brand attributes

What comes to your mind when you think of this


city?
Identifying and agreeing upon a relevant set of
city brand attributes requires stakeholder
engagement
Cities that have attempted to clarify their brand
attributes as part of a comprehensive city
branding strategy include Accra (Chapter 12),
Barcelona (Chapter 15) and Kuala Lumpur
(Chapter 21)
Palgrave Macmillan
2010

A network approach

City brands need to adopt a network


approach rather than to reserve all decisionmaking to a small elite group
Place brands may be conceptualized as
relational network brands (Hankinson, 2004)
A collaborative approach between public and
private sector organizations

Palgrave Macmillan
2010

Sustainability
Sustainability of the city brand

1.
1.
2.
3.

Adequate budget allocation


Long term commitment
Specific objectives

Sustainability of the city itself

2.
1.

2.

Creating new green spaces within urban


environments
Roof gardens, vertical gardens, rivers and urban
bays
Palgrave Macmillan
2010

10

Summary

City branding theory is still in an emergent


phase
In the future a more interdisciplinary
approach should become prevalent in the
field of city branding
A diversity of theoretical perspectives is
required in order to capture the full
complexity and multidimensional nature of
city branding
Palgrave Macmillan
2010

11

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