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245 Branding of Cities

245 Branding of Cities



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Published by RaMMaL
As the name implies this book explains branding case studies and challenges when it comes to branding cities!
As the name implies this book explains branding case studies and challenges when it comes to branding cities!

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Published by: RaMMaL on Sep 24, 2009
Copyright:Attribution Non-commercial


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Exploring City Brandingand the Importanceof Brand ImageMASTERS THESIS
Submitted in partial fulfillment of the requirements forthe degree in Master of Arts in Advertising Designat the Graduate School of Syracuse University. August 2005by Julia Winfield-Pfefferkorn
The Branding of Cities.Exploring City branding: case studies of weak and strong cities.The objective of this thesis is to examine city brands. This includes cities witha specific identity and those that do not possess one. To further research citiesthat have been successful in branding themselves and to contrast those citiesthat do not possess strong brands. This study also determines what cities needto focus on in order to survive in the global economy, and the effects of glob-alization on cities.This study further explores what strong brands possess and what cities needin order to brand themselves successfully. In defining city brands, the follow-ing was included in the case studies:History, attractions, nickname, brandingefforts, demographics, economics and tourism, residents, visitors, the project-ed city brand, and in the case of weaker cities, problems and suggested solu-tions.In order for a city to be a good brand, it must possess defining and distinctivecharacteristics that can be readily identified. These are functional as well asnon-functional qualities. These include city appearance, people’s experience othe city, people’s belief in the city, what the city stands for, and what kind of people inhabit the city.Studies were divided into the following:The Branding of CommercialProducts and Branding of Cities, Case studies of New York, Paris, SanFrancisco, Rochester, Berlin, and Charlotte. Well branded case studies were New York, Paris, and San Francisco.
Poorly branded case studies were Rochester and Berlin.Charlotte was a case study of an up-and-coming city still developing a brand.The successful cities: New York, Paris, and San Francisco had the qualitiesthat strong brands do, and marketed their history, quality of place, lifestyle,culture, diversity, and formed cooperative partnerships between city munici-palities and government in order to enhance their infrastructure. They wereproactive in their approach.The weaker cities currently in need of a re-brand: Rochester and Berlin – hadconfusing non-distinctive brands, economic problems, and in some cases,negative history. Their brands were not identifiable and lacked awareness.The up-and-coming city brand:Charlotte – is a good example of a city and abrand that is still evolving, but seems to have a good future as the templatethe city is using directly relates to strong brand management.There is also evidence that The Creative Class has become a force to be reck-oned with, one that cities need to avoid overlooking. Richard Florida, aCarnegie Mellon Universityeconomist, considered an expert in city trendsand forecasting, coined the term when he wrote a book in 2002 called “
TheRise of the Creative Class.”
 What this book and many other sources have writ-ten about since it was published is the ‘idea’ worker. Florida’s definition of the‘idea worker’ or ‘creative class’ is people in science, engineering, architecture,education, arts, music, and entertainment, whose economic function is to createnew ideas, new technology, and/or new creative content.Studies conducted conclude that it is important to attract this class in order to

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