A DECADES-OLD DREAM: TOWARDS BRANDING THE UN-NAMED CITY OF THE NEW ADMINISTRATIVE CAPITAL IN EGYPT

2021 ◽  
pp. 1090-1104
Author(s):  
Sultan M.A, Kamel S.M, Hassan G. F, Khalifa A.
Keyword(s):  
Qualitative Research ◽  
Brand Identity ◽  
City Branding ◽  
Important Research ◽  
City Image ◽  
Investment Funds ◽  
Growing Domain ◽  
Research Gap ◽  
The City

In confronting the intensified globalization in today’s world. Cities, the economic engines and cultural hearts of nations are in quest for creating positive images that allow them to achieve multi-dimensional uprising that will help them get their portions of the world’s tourists, talents, businesses, investment, funds, reputation, respect and attention. Therefore, city branding has become a vital need; as it attempts to give each city its distinctive image and identity. Nowadays, The New Administrative Capital (NAC) is reshaping Egypt’s future thoroughly. Nevertheless, research on its branding is lacking. Building on qualitative research, this paper aims at developing a brand for the NAC based on examining how specific target group perceive its image, and how to benefit from their perception in the branding of the NAC. The results highlight the importance of mega urban projects in creating the city image, the key role of social media in delivering that image, and suggests a positioning statements and a message that can be employed in the communication materials through which the brand identity would be communicated. This study contributes to the rapidly growing domain of city branding by exploring the perception of architects, urban planners in the context of branding new cities. And since similar studies do not exist in literature, this study fills an important research gap.

scholarly journals Study of Mascot Design Character As Part Of City Branding: Malang City

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
NADIA MAHATMI ◽  
Aditya Satyagraha
Keyword(s):  
Qualitative Research ◽  
Research Method ◽  
Brand Identity ◽  
City Branding ◽  
Qualitative Research Method ◽  
Branding Strategies ◽  
The City ◽  
City Identity

City branding is one of the city's efforts in projecting the image of the city's values regionally and globally. One of the important processes in city branding is to develop the characteristics and the city identity into a brand identity. Today many cities in Indonesia implemented city branding strategies and some have mascots as part of their city branding. Malang is one of cities in Indonesia that has a unique design mascot. The purpose of this study is to see how the mission and vision of Malang City was implemented in visual mascot. This research will use qualitative research method through observation, interview, and literature. This research is expected to be a reference about how to process the vision and mission of a city as a mascot as a part of city branding.

scholarly journals Assessing Destination Brand Image Chinatown In Term of Semarang City Branding Implementation

2018 ◽  
Vol 20 (2) ◽  
pp. 107-116
Author(s):  
Novia Sari Ristianti ◽  
Santy Paulla Dewi
Keyword(s):  
Qualitative Method ◽  
Brand Image ◽  
City Branding ◽  
City Image ◽  
History Of ◽  
Two Stages ◽  
Destination Brand ◽  
The City ◽  
Confucian Temple

Abstract. Concerning to city branding, the role of brand image is very important for visitors to remember the tourism destination. The destination brand image can identify by 5 elements of city image, namely path, edge, node, district, and landmark. Semarang Chinatown is one of the historical tourism sites in Semarang that can represent the Semarang's city branding as a "variety of culture" with various cultures and interactions. The aim of this research is to identify the Semarang's City Branding (variety of culture) through destination brand image that revealed by 5 elements of city image. Research methods are carried out in two stages. The first step analysis was described the image of Chinatown area using the descriptive qualitative method. The second step was tried to find the correlation between image of the Chinatown area and the Semarang city branding. Descriptive comparative technique used to compare between the existing and the trend of Chinatown development with theory image of the city. The result of this reserach is identification destination brand image based on 5 elements of the city image. The first element is path with character toponym of alley based on its history as well as the special function as trading area, namely the Gang Baru as traditional market path and Gang Warung as semicircular market path. The second element is edge that shown by the form of Kali Semarang and Gang Beteng which has a history of Chinatown development as centre trade zone in Semarang at the past until now. The third element is node that can be seen from every pagoda located at Chinatown junction (skewers location) because of the fengshui that is embraced by Chinatown communities and it is believed that the location of pagoda can protect against evil and crime. The fourth and fifth elements are districts and landmarks that represented by the Semawis Market and pagoda as the Confucian temple. As a conclusion, Semarang Chinatown's destination brand image as a historical and cultural tourism area of China is memorable and has a strong character.

The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul

2013 ◽  
Vol 3 (1) ◽  
pp. 29-50 ◽  
Author(s):  
Evinç Doğan ◽  
Ibrahim Sirkeci
Keyword(s):  
Visual Analysis ◽  
Place Branding ◽  
World City ◽  
City Branding ◽  
City Image ◽  
European Capital Of Culture ◽  
National Boundaries ◽  
Symbolic Production ◽  
The Impact ◽  
The City

This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), namely Semiotics and Discourse Analysis. The analysed research material comes from a sample of posters released during the ECoC 2010 to promote 549 events throughout the year. Using stratified random sampling we have drawn 28 posters (5% of the total) reflecting the thematic groups of events in the ECoC 2010. Particular attention is also paid to the reflexivity of the researchers and researchers’ embeddedness to the object of research. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatisation of culture through spectacular events. Hence enforcing a transnationalisation of the image of the city where the image appears to be almost stateless transcending the national boundaries. Findings and methodology used in this study can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships. 

scholarly journals Gay Subculture and the Cities in India: A Critical Reading of Select Works of R Raj Rao

2021 ◽  
Vol 13 (3) ◽  
Author(s):  
Sriya Das ◽  
Keyword(s):  
Qualitative Research ◽  
Urban Space ◽  
Research Method ◽  
Urban Life ◽  
Critical Reading ◽  
Theoretical Frameworks ◽  
Ultimate Objective ◽  
The City ◽  
Indian Penal Code

In delineating the painful experiences of LGBTQ individuals after the introduction of Section 377 of the Indian Penal Code R Raj Rao’s works look into the struggle of these people to survive the onslaught of normative sexual discourses. Given the fact that Queer sexuality has been continuously questioned, suspected and tormented prior to its legitimate recognition in 2018, Rao draws attention to the nuances of gay urban life in India. The paper critically analyses the representation of gay subculture in the cities of India as reflected in select works of Rao. It demystifies how gay people share the urban space, manage to make room for their pleasure in the cities, and pose a threat to the dominant understanding of sexuality. The ultimate objective of this paper is to understand the role of the city in the (un)making of a subcultural identity. Textual analysis, with reference to certain theoretical frameworks, would be used as a qualitative research method.

Studying tourist intention on city tourism: the role of travel motivation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nguyen Thi Khanh Chi ◽  
Vu Huyen Phuong
Keyword(s):  
Time Perspective ◽  
City Branding ◽  
City Image ◽  
Content Type ◽  
Travel Motivation ◽  
City Tourism ◽  
Knowledge Enhancement ◽  
Travel Motivations ◽  
To Come ◽  
The City

Purpose This study aims to investigate the impacts of travel motivations, time perspective and city image that affect travelers’ intention to visit city tourism. Design/methodology/approach The data in this study was collected through a structured questionnaire survey conducted in three big cities in the North of Vietnam (Hanoi, Hai Phong and Ha Long). The data set consists of 625 valid responses by Vietnamese tourists. Correlation analysis and structural equation modeling were used to test the causal relationships among time perspective, city image, travel motivations and tourist intention. Confirmatory factor analysis is conducted to verify the reliability and validity of each latent construct and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted for the latent constructs. Findings This study finds that tourists’ travel motivations, time perspective and city image are significantly and positively associated with their intention to visit city tourism. This study also reports that tourists’ time perspective and city image are significantly and positively related to their travel motivation which is in turn significantly and positively correlated to their intention to engage in city tourism. Practical implications City tourism providers need to seek for understanding travel motivations of potential customers. City tourism products should be promoted to people who want to travel for knowledge enhancement, seeking, self-fulfillment, socializing and escape. Tourism businesses and marketers focus more on developing the overall image of city. They should have city slogan and have strategy to establish the city branding to evoke or remind the customers to come in. Since the Corona (COVID-19) pandemic impact on every nation around the world, the artificial intelligence has to be taken on city tourism to minimize the negative influence of this pandemic. Originality/value This study reveals three key determinants of tourists’ intention including travel motivations, city image and time perspective, which have unclear study in the city tourism literature. This study also explains the role of travel motivations in mediating the impacts of their time perspective and city image on their intention to visit city tourism. Improving the city image is important to attract tourists who want to engage in city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape. Tourism providers need to have a strategy for establishing the city branding to evoke or remind the customers to come in. The time perspective should be paid more attention to tourists who want to travel to city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape.

The Role of Local Governments in City Branding

2017 ◽  
pp. 251-269 ◽  
Author(s):  
Emel Gonenc Guler
Keyword(s):  
Local Governments ◽  
Social Issues ◽  
Local Development ◽  
Cultural Variation ◽  
City Branding ◽  
Destination Branding ◽  
Environmentally Sustainable ◽  
Civic Dialogue ◽  
The City

Local governments provide a range of local services, preserve the life and liberty of residents, creating space for democratic participation and civic dialogue, supporting market-led and environmentally sustainable local development. City branding supplies the principles for the city developing policy to sustain the local development. In other words, city branding means being powerful to face the increasing wild competition for resources, investment and tourism facilities, both for addressing crucial social issues and cultural variation. The main objective of this study is to highlight the role of local governments and to emphasize the various destinations “bodies” used in the branding process in different administration systems. Although there are many different destination branding strategies over the world, the city branding success cannot be performed without the strong participation of the local governments.

The Role of Culture in City Branding

2017 ◽  
pp. 1125-1142
Author(s):  
Selda Uca Ozer
Keyword(s):  
Quality Of Life ◽  
Cultural Heritage ◽  
International Strategy ◽  
Development Studies ◽  
City Branding ◽  
Critical Importance ◽  
The City

City branding means all types of image development studies for a city in order to attract more visitors, raise the quality of life and awareness of the city and provide development etc. Today, the increasing competition among the cities has made city branding a necessity. There are different strategies implemented for city branding. The mostly used strategy among those is the culture-focused branding studies. Culture has a critical importance for city branding and it is used as an international strategy for the economic, social and environmental renovation of cities. Marketing the cultural city sources and activities in an efficient way and branding the city accordingly have become increasingly important. In this chapter, the role and importance of culture which is one of the most important strategies used in city branding has been discussed in detail. Also, the cases of cultural cities which become successfully different from their rivals with their cultural heritage and the strategies implemented in these cases have been analyzed.

The Role of Local Governments in City Branding

2017 ◽  
pp. 784-803
Author(s):  
Emel Gonenc Guler
Keyword(s):  
Local Governments ◽  
Social Issues ◽  
Local Development ◽  
Cultural Variation ◽  
City Branding ◽  
Destination Branding ◽  
Environmentally Sustainable ◽  
Civic Dialogue ◽  
The City

Local governments provide a range of local services, preserve the life and liberty of residents, creating space for democratic participation and civic dialogue, supporting market-led and environmentally sustainable local development. City branding supplies the principles for the city developing policy to sustain the local development. In other words, city branding means being powerful to face the increasing wild competition for resources, investment and tourism facilities, both for addressing crucial social issues and cultural variation. The main objective of this study is to highlight the role of local governments and to emphasize the various destinations “bodies” used in the branding process in different administration systems. Although there are many different destination branding strategies over the world, the city branding success cannot be performed without the strong participation of the local governments.

scholarly journals From Landscape to Mindscape: Spatial Narration of Touristic Amsterdam

2018 ◽  
Vol 10 (8) ◽  
pp. 2623 ◽  
Author(s):  
Tianchen Dai ◽  
Taozhi Zhuang ◽  
Juan Yan ◽  
Tong Zhang
Keyword(s):  
Cultural Values ◽  
Mass Culture ◽  
Sustainable Urban Development ◽  
City Branding ◽  
City Image ◽  
Cultural Sustainability ◽  
Image Building ◽  
Categorization System ◽  
Cultural Types ◽  
The City

The cultural attributes of architecture in touristic cities are vital to city image building, city branding, and rebranding, as well as generating more economic profits for sustainable urban development, and protecting cultural sustainability. However, many studies on this theme focus on the singularity of architecture referring to its stylistic or morphological definitions, lacking attention to visitors’ cultural experiences in the architectures. Considering the importance of personal experience involved in cultural activities as a process of spatial narration through which architecture makes sense to visitors and generates cultural values, the aim of this paper is to reveal the respective correlations between different types of architecture regarding the cultural experience it imparts and the non-positive dimensions of the city image. This research builds a categorization system of three cultural types of architecture, and designs a questionnaire to collect tourists’ personal opinions concerning architectures and the city image of Amsterdam’s waterfront in order to calculate such correlations statistically. The results associate architectures with ‘tourism-oriented’, ‘present/process-based’, and ‘mass’ cultural types with non-positive dimensions of city image, which leads to further discussions of ‘authenticity’, ‘identity’, and ‘mass culture’, suggesting the significance of urban cultural policies and local communities in terms of city rebranding.

Branding City Destinations

2019 ◽  
Vol 15 (3) ◽  
pp. 379-410 ◽  
Author(s):  
Qian Wang ◽  
Dan Zhang
Keyword(s):  
City Branding ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Visual Discourse ◽  
Multimodal Discourse ◽  
Construction Of Meaning ◽  
Semiotic Resources ◽  
Global Arena ◽  
The City

Abstract City branding brings immense benefits for megacities to gain international prestige in an increasingly competitive global arena. City publicity films, as an effective method for selling the city through online dissemination, could reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of systemic functional grammar and visual grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.

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