Trends in Marketing

Tutorial 6
Place Marketing and Branding

Image management
The image of a place:
Is an important factor in determining its popularity & is crucial to
its marketing success
Can influence people to visit and re-visit
Is also critical in terms of encouraging positive word-of-mouth
and repeat visits - if visitors encounter experiences that differ
from their expectations, their post-visit evaluations can be very
negative
Select a city How can you ensure it meets this criteria?
Use existing examples to demonstrate success criteria.

Similar to other places ...

There is a recognition within the literature on town centre management of the
need to create a positive image and identity for cities in order to identify and
differentiate themselves from competitors (Trueman et al., 2007:21), and to
counter the impact of negative perceptions which, otherwise, can undermine
regeneration and destroy the confidence of local communities, leading to the
notion of a lost city with no clear identity or brand (Trueman et al., 2007:20).
Does current literature differentiate Cardiff?
Are there any gaps? How would you minimise?