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City Branding

City Branding

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Published by Guntis Stirna
EUROCITIES network of major European Cities take the initiative to establish a working group of 40 cities in an attempt to make sense of city branding practice in Europe.
EUROCITIES network of major European Cities take the initiative to establish a working group of 40 cities in an attempt to make sense of city branding practice in Europe.

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Published by: Guntis Stirna on Mar 10, 2011
Copyright:Attribution Non-commercial

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01/08/2013

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A Shared vision on
C
ity
B
randing
In
 
E
urope
 
 
C
ontents2
 
Introduction
3-4
 
1. Why have a city brand strategy?
5-6
 
2. How to build a city brand from a city identity
7-8
 
3. What type of brand and strategy?
9-10
4. How to involve stakeholders
11-14
 
5. How to promote the brand
15-17
 
6. How to manage the brand
 
18
Conclusion
 
i
ntroduction
U
rban development is a constantly evolving concept. Originally ocused on spatial, security, andsanitation issues, urban development has come to include an economic dimension, aimed at increasinga city’s attractiveness and international visibility. In a global economy, cities compete to attract talent,investors, events and tourists. To meet this challenge, cities are engaging in marketing and branding toimprove their image and position themselves on the international scene.As city branding has become a key urban development tool, city developers are aced with a multitudeo new questions: What is a city brand? How should it be developed and with whom? Whichcommunication tools should be used? How should the brand be managed?
EUROCITIES
established a working group on Brand Management and City Attractiveness in early2010. Chaired by the city o
Lyon
, and with more than 40 cities participating, the group has metin
Lyon
,
Tampere
and
Valencia
. These meetings have allowed city policy ocers to develop theirunderstanding o city branding and to share experiences. Through a mixture o case studies, workshops,city presentations and external expert presentations, the group has discussed city brand strategy, cityidentity, brand governance and brand management, as well as practical tools or promoting a city brand.The results are presented in this good practice guide, designed to serve as inspiration or cities engagingin city branding. However, the ndings presented here should not be considered as proven solutionsready or implementation in any European city. Cities are, by denition, multilayered and highlyvaried entities, where specic tailor-made policies are a prerequisite or durable long-term results. Thisguide thereore presents a collection o dierent solutions applied in dierent European cities, eachcharacterised by its own particular context.On behal o the entire working group, it is my hope and ambition that this guide will constitute auseul resource or EUROCITIES members who are engaging in the dauntingly complex and long-termendeavor o city branding.
Jean-Michel Daclin 
Vice-president of Grand LyonWorking Group Chair
2

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