URBAN IMAGE & PLACE

BRANDING & CITY

MARKETING

B. Eylül Ergün
Pelin Erginer
 In Lynch’s view, image can be explained as “a picture
URBAN IMAGE especially in the mind”

‘combination between objective city image and

Kevin Andrew Lynch was subjective human thoughts.’
an American urban planner
can be totally different from the different perspective
and author.
of observers.

His most
influential
books
include : The Observers
Image of the take in
City (1960) information
of the city,
and What
and use it to
Time is This
make mental
Place? (1972) maps.
LEGIBILITY OF CITIES
THE ELEMENTS OF A CITY KEVIN LYNCH

1-Paths are the channels 2-Nodes are points, the 3-Landmarks are another
along which the observer strategic spots in a city into type of point reference the
moves. They may be which an observer can enter, observer does not enter.
streets, walkways, transit focal points. Simply defined physical
lines, canals, railroads object: building, sign, store,
etc.
THE ELEMENTS OF A CITY KEVIN LYNCH

4-Edges are the linear elements not used 5-Districts sections of the city which the
as paths by the observer. They are the observer mentally enters "inside of,"
boundaries and linear breaks in that are recognizable as having some
continuity. common, identifying character
 (1960) (1990)
PLACE BRANDING Cıty Image Concept Place Branding

understanding,
measuring, influencing
and managing the way
in which places are
admired and
recognized by foreign,
domestic and internal
audiences.
 Balducci, Fedeli, and Pasqui (2011) in designed the

PLACE BRANDING concept of place branding as an instrument in city

planning and considered place branding as the tool
in city planning.

As opposed to the branding of

products and services,

place branding is more

multidimensional in nature, as a
'place' is inherently anchored into a
history, a culture, an
ecosystem,which is then
incorporated into

a network of associations, linking

products, spaces, organizations and
people.
LAS VEGAS ‘SIN CITY’
Las Vegas or simply Vegas is used by the
Las Vegas Convention and Visitors
Authority as a brand to market the bulk of
the Las Vegas Valley, including the Las
Vegas Strip, Las Vegas, Nevada, Henderson, In 2003, Las Vegas used place branding to turn
Nevada, North Las Vegas, Nevada and parts the city’s reputation for debauchery into a
of Clark County, Nevada. selling point: today, ‘what happens in Vegas,
stays in Vegas’ is a phrase known the world
The city has also branded itself as "Sin City. over.
BENEFITS OF PLACE BRANDING
The benefits are that branding should be as based on Anholt (2007) are:

 Open domestic venture on national identity and community goals;

 An environment where difference is appreciated and felt;
 Soaring valuable in worldwide exhibitions offering;
 More efficient efficiency in investment promotion;
 More useful in tourism and business travel advertising;
 A stronger “country of origin effect” for exporters of goods and services;
 Excellent perception in the global media;
 More straightforward acceptance into regional and international groups and associations;
and,
 Richer cultural connections with other regions and countries
CITY MARKETING
City marketing is the promotion of a city, or a
district within it, with the aim of encouraging
certain activities to take place there.

It is used to alter the external perceptions of

a city in order to encourage tourism, attract
inward migration of residents, or enable
business relocation.

Competition between cities exists at the

regional, national and international level; and
is an effect of globalisation.
 MARANELLO, ITALY
Some places are associated with certain
brands and build on each other, but
sometimes the commercial brand is so
powerful that eclipses the place brand. An
example of this is Maranello, Italy, which
uses the Ferrari headquarters as a primary
attraction for tourists.
OLYMPICS, BARCELONA
The international profile of the city was shaped
during the Olympics of 1992, as the city used this
event to renew itself. After the games, Barcelona
conserved and empowered its image by a
marketing strategy that aimed to “sell” the
city as a European centre of recreation and
culture
The main reasons
for which a marketing strategy takes place
are as follows (Karmowska, 2002):
• To attract tourists
• To attract investment and develop industry
and entrepreneurship
• To attract new residents
• To influence local society – ‘internal
marketing’.
Possible Dangers
It is the identity to be rationalised, would become
a cliché. So, the city would then be recognised
only for one of the things. It may have lost its
connectivity to the city.
There is also the possibility that the brand would
encourage spatial and socio-cultural inequalities
and segregation. Top-down urban strategies may
aim at adopting an identity most of the residents
don’t agree with.
In order to avoid that, the process of adopting a
brand should be as more open to society as
possible .
 Thanks For Your Attention!

Referances:
• https://www.researchgate.net/publication/23731621_City_marketing__a_significant_planning_tool_for_urban_dev
elopment_in_a_globalised_economy

• https://www.researchgate.net/publication/326836553_A_Review_of_Place_Branding_Strategy_in_City_Planning
• https://busratanoglu.wordpress.com/2019/10/03/the-city-image-and-its-elements-kevin-lynch/
• http://www.cpas-egypt.com/pdf/Abd_ElBaser/M.SC/003.pdf
• Gölgelioğlu, C. 2014. URBAN IMAGE AND MORPHOLOGY OF KIZILAY
• Eraydın, Z. 2016. Kentsel Markalaşma Stratejilerinin Kent Belleği ve Kent İmgesi Üzerine Etkileri