scholarly journals Territorial marketing and brand building of city: the meaning and definition of marketing?

2015 ◽  
pp. 186-202
Author(s):  
Andrzej MIRSKI
Keyword(s):  
City Branding ◽  
Brand Building ◽  
Territorial Marketing ◽  
Definition Of

The article is devoted to education and practice illustrate a new trend in marketing - the territorial marketing. Presents its elements, components, methods of implementation. This article is discussed the issue of city branding and takozh on the principles and technologies, based on which it can be done.

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

scholarly journals A KEY SEGMENT OF TARGET AUDIENCE IN THE THEORY AND PRACTICE OF CITY BRANDING

2017 ◽  
pp. 70-76
Author(s):  
Viktoriia Koval
Keyword(s):  
Central And Eastern Europe ◽  
Target Audience ◽  
Theory And Practice ◽  
Research Management ◽  
City Branding ◽  
Actual Problem ◽  
Capital Cities ◽  
Practical Research ◽  
Definition Of ◽  
The City

The article examines the actual problem such as definition of a key segment of target audience of territory and city branding. The scientific and publicistic literature on branding has been analyzed. The circle of leading theoreticians who developed the concept of “city branding” and “territory branding” was defined, focusing attention on target audience of this branding. A number of practical campaigns on branding of the capital cities of Central and Eastern Europe were considered. The fact and content of consensus on the key segment of target audience was established, the guiding concept of leading scientific and practical works on branding of the city / territory was indicated. The recommendations on promising areas of scientific and practical research, management decisions, measures to optimize the branding of Ukrainian cities were developed.

REGIONAL ATTRACTIVENESS WITHIN TERRITORIAL MARKETING CONCEPT: UKRAINIAN CASE STUDY

2021 ◽  
Vol 9 (1) ◽  
pp. 61-72
Author(s):  
Maksym Voichuk ◽  
Vladyslav Kozliuk
Keyword(s):  
Regional Development ◽  
Marketing Concept ◽  
Meso Level ◽  
Methodological Basis ◽  
Econometric Methods ◽  
Territorial Marketing ◽  
Economic Mechanisms ◽  
Definition Of

The article analyzes the attractiveness of the regions of Ukraine based on the application of basic econometric methods. The author’s approach to the definition of regions from the stand-point of the concept of territorial marketing is proposed. The dynamics of regional development are presented and, accordingly, the analysis of the competitiveness of the regions of Ukraine in the period 2014-2019 is carried out. The basic trends of regional development are determined. An analysis of the interdependence of macroeconomic processes and their impact on the meso level. The results of the analysis form a methodological basis for in-depth research, in particu-lar, the formation of organizational and economic mechanisms for managing the marketing attractiveness of regions.

The Use of Internet in Building the Brand of "Stockholm

2011 ◽  
pp. 265-294 ◽  
Author(s):  
Peter Dobers ◽  
Anette Hallin
Keyword(s):  
Web Site ◽  
Recent Attempt ◽  
The Internet ◽  
Place Marketing ◽  
City Branding ◽  
City Managers ◽  
Brand Building ◽  
Brand Values ◽  
Use Of Internet ◽  
A Current

This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place selling. After introducing the concept of city branding, and a model of how Web site elements communicate brand values and messages, we analyze a recent attempt of city managers in Stockholm to promote the brand of “Stockholm: The Capital of Scandinavia”. The authors hope that the empirical illustrations of how city managers of Stockholm have worked to provide a broader understanding to the complex Web of communication and brand building on the Internet, both empirically and conceptually.

scholarly journals Questioning a “one size fits all” city brand

2017 ◽  
Vol 10 (3) ◽  
pp. 270-287 ◽  
Author(s):  
Sebastian Zenker ◽  
Erik Braun
Keyword(s):  
Urban Policy ◽  
Brand Management ◽  
Place Branding ◽  
Target Group ◽  
City Branding ◽  
Target Groups ◽  
Policy Makers ◽  
Content Type ◽  
City Brand ◽  
Definition Of

Purpose City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed. Practical implications The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication. Originality/value The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.

scholarly journals Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

2021 ◽  
Vol 4 (4) ◽  
pp. 60-64
Author(s):  
Yuchun Wu
Keyword(s):  
Consumer Behavior ◽  
Online Shopping ◽  
Two Dimensions ◽  
Marketing Strategies ◽  
Three Dimensions ◽  
Chinese Society ◽  
Social Influence Theory ◽  
Brand Building ◽  
Impacting Factors ◽  
Definition Of

As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers.

The green branding of Hong Kong: visitors’ and residents’ perceptions

2016 ◽  
Vol 9 (3) ◽  
pp. 289-312 ◽  
Author(s):  
Chung-Shing Chan ◽  
Lawal M. Marafa
Keyword(s):  
Hong Kong ◽  
Brand Management ◽  
Public Parks ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Working Definition ◽  
Local Residents ◽  
Definition Of ◽  
Comparison Of The Results

Purpose This paper aims to connect green spaces with city branding by introducing a proposed Green (Resource) Brand Hexagon (GBH). Design/methodology/approach This study empirically tested the principles of the GBH with samples of Hong Kong residents (n = 301) and visitors (n = 395). Surveys were carried out to investigate the perceptions of the 23 elements in the GBH by both respondent groups. Findings A comparison of the results via factor analysis identified two green brand structures preferred by local residents (a brand pentagon) and by visitors (a brand square). The findings suggest different associations of green resource elements in their brand perceptions, which were partly reflected in the governmental Brand Review exercise in Hong Kong in 2008. Inter-group differences in the ranking of GBH’s elements also indicate a knowledge gap between visitors and residents. Research limitations/implications The modification process of the GBH from Anholt’s City Brand Hexagon framework involved researchers’ interpretations and understanding of green resources in Hong Kong; it inevitably produced some degree of subjectivity. The working definition of “green resources” in this study perceptually excluded certain features in public parks, such as the geological landscapes and beaches that are, in principle, part of the Hong Kong Geopark. Originality/value The findings of this paper offer an indicative green brand framework for destination marketers and brand managers whose cities enjoy attractive green resources. The ratings of GBH’s elements provide useful references for local brand management through an understanding of strong green brand attributes and structures by local residents and visitors. The inter-group comparison of the green brand structures also informs policymakers and city marketers about the divergent associations of brand elements for possible brand extension. Finally, the results are also very beneficial because they provide an opportunity for regional green brand development.

The Story and the Data

2021 ◽  
Vol 10 (2) ◽  
Author(s):  
Shoshanah Goldberg-Miller ◽  
Rachel Skaggs
Keyword(s):  
Policy Framework ◽  
Creative Economy ◽  
City Branding ◽  
Economic Prosperity ◽  
Policy Documents ◽  
Social Good ◽  
Creative City ◽  
Learning And Adaptation ◽  
Definition Of ◽  
Narrative Policy Framework

Creative economies are touted as engines for economic prosperity and social good in cities. The wide applicability and inclusive definition of what counts in creative economies means that conceptual definitions are not universal. Studies on the promise of the creative economy have emerged, however, analyses of these reports and their policy value are scarce. We explore five creative economy reports, applying the Narrative Policy Framework, a novel analytic lens for comparing policy documents according to “setting,” “characters,” “plot,” and “moral of the.” Key contributions of this research center the ways that reports use rhetorical devices and empirical data to support claims and recommendations, forwarding policy learning and adaptation as tools for building and sustaining creative city branding.

Attributes of the Blumenau (Brazil) brand from the residents’ perspective, and its influence on the decision to stay in the destination

2017 ◽  
Vol 3 (1) ◽  
pp. 43-55 ◽  
Author(s):  
Fabrícia Durieux Zucco ◽  
Clóvis Reis ◽  
Sara Joana Gadotti dos Anjos ◽  
Samara Jane Effting ◽  
Melise de Lima Pereira
Keyword(s):  
Positive Relationship ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Brand Building ◽  
Self Image ◽  
Gender And Age ◽  
Decision To Stay ◽  
The City

Purpose The purpose of this paper is to analyze the attributes of Blumenau city brand, from the residents’ perspective and its relation to their intention to remain living there. Design/methodology/approach This is a quantitative study using survey data collected from a sample of 417 subjects, stratified by neighborhood, income class, gender and age. The theoretical and methodological framework is the scale developed by Merrilees et al. (2009) and the FOCUS (2014) report about the self-image of the residents of Blumenau. Findings There is a positive relationship between the assessment of the attributes of the municipality and the residents’ attitude toward Blumenau brand. The study also verified a positive relationship between Blumenau brand assessment and the residents’ intention regarding their own future. In fact, the relative satisfaction of the respondents with the attributes of the city, as well as the positive socio-economic indicators, influenced the intention to stay in the municipality. Originality/value This work presents a methodological combination of the evaluation of city branding and the intention to remain living in a certain place. The study adds important information on the role of the residents on the process of city brand building, showing that besides the transient assessment, the intentions to remain in a place should be considered, given that such intent is linked to the image that residents have of the city.

scholarly journals Methodological elements to design a city branding with the use of grounded theory

2021 ◽  
Vol 21 (1) ◽  
pp. 125-134
Author(s):  
Marleny Torres Zamudio ◽  
◽  
Yolanda González Castro ◽  
Omaira Manzano Durán ◽  
◽  
...  
Keyword(s):  
Grounded Theory ◽  
Development Strategy ◽  
Endogenous Development ◽  
City Branding ◽  
City Development ◽  
City Brand ◽  
Potential Development ◽  
Definition Of ◽  
The City ◽  
Analyze Data

City branding was established as an endogenous development strategy – the need to build the city’s own identity. This identity is reached through the study of the history, culture, economy, trajectory, products and potential development as well as the design of symbolic structures to attract investors and tourists and to create specific demands. The participation of a government entity is expected for these purposes thus encouraging those contributions from academic areas, entrepreneurs, cultural representatives including those community traditions. On the other hand, this participation should be supplemented with studies focused on the reality of the population, its history, and the actions that promoted city development. Cities and strategic associates should accompany these above mentioned entities in the purpose of designing their city branding, by building a model of participatory planning, a symbolic representation and a media plan guaranteeing that recognition as a territory with competitive values and advantages is a reality. To contribute to these goals, a methodological proposal with key elements for the design of the city brand using a research focused on quality review of documentation and grounded theory is presented. This study used Atlas Ti and VOSViewer software to analyze data. The research resulted in the precise definition of specific city branding and established strategic planning, management environment, and fundamental branding structure as those key founding elements for any particular city branding.

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