TOC: City Branding
Introduction
City Branding ? Theory and Cases, A book edited by Keith Dinnie and published by Palgrave Macmillan
: : : Posting
Dear Colleagues
For those who may be interested, I would like to bring to your attention the recent publication of the book ‘City Branding – Theory and Cases’, published by Palgrave Macmillan and which I edited. Contributors to the book include both academics and practitioners in order to give a balanced coverage of the topic. The focus of the book is global, including cases on cities such as Seoul, Budapest, Ahmedabad, Accra, Sydney, Chongqing, Edinburgh, Kuala Lumpur, and others.
For details regarding chapter content and contributors, follow this link to the Palgrave site:
The City Branding book is accompanied by 440 powerpoint slides, averaging around 15 slides per chapter. These slides are designed for classroom use. If you would like me to email you a zipped file containing the powerpoint slides for use in your teaching, please contact me at Dinnie.K@nhtv.nl.
Keith Dinnie
Breda University of Applied Sciences
The Netherlands
Contents Foreword Bill Baker Preface Keith Dinnie Acknowledgements Notes on Contributors Part I: Theory 1. Introduction to the Theory of City Branding Keith Dinnie Introduction Brand architecture and brand attributes A network approach Sustainability Summary 2. Branding the City as an Attractive Place to Live Andrea Insch City branding – relevance to residents Resident satisfaction – the ultimate outcome of city branding Implementation of city branding for resident satisfaction Summary 3. City Branding and Inward Investment Alan C. Middleton Introduction Cities as brands Brand role in attracting inward investment Toronto, Canada – ‘New York run by the Swiss’ Toronto’s economy Toronto’s business base The key ingredient: a diverse, educated workforce Investment in Toronto Summary 4. City Branding and the Tourist Gaze Gert-Jan Hospers Introduction Cities and the tourist gaze A city’s image carriers Lessons for city branders Helsinki and Barcelona The imageability of Helsinki The tourist gaze on Barcelona Summary 5. City Brand Partnerships Sicco van Gelder Introduction Involving the stakeholders Tourism Private sector Government policy Investment and immigration Culture and education The people The principles of effective partnership 1. Inclusive and representative 2. Long-term commitment 3. Shared vision 4. Sharing responsibility 5. Trusting each other 6. Aligned and engaged 7. Communicating as one 8. Taking ‘on-brand’ decisions and actions 9. Making ‘on-brand’ investments 10. Willingness to evaluate impact and effectiveness Creating the city brand partnership Summary 6. City Branding and Stakeholder Engagement John P. Houghton and Andrew Stevens Introduction Why stakeholder engagement matters How to engage stakeholders successfully Tensions and challenges Summary 7. Paradoxes of City Branding and Societal Changes Can-Seng Ooi Introduction City branding and societal changes Paradox 1 – Being equally special Paradox 2 – The bottom-up and top-down tension Paradox 3 – Differing residents’ and non-residents’ interpretations Summary 8. City Branding through Food Culture – Insights from the Regional Branding Level Richard Tellström Introduction The old and the new relationship between place and food Political food branding Commercial use of branded regions Cultural use of political and commercial branding Summary 9. City Branding through New Green Spaces Jared Braiterman Introduction Context The role of streets From roof gardens to vertical gardens Recovering rivers and urban bays How to make green space a competitive urban advantage Set ambitious goals Take the park outside the gate Build zero waste government buildings and streets Support residents and non-governmental entities Summary 10. Online City Branding Magdalena Florek Introduction Websites as communicators of city brand identity City branding via the blogosphere Social networks and interactive city brand-building Place branding in three-dimensional virtual environments Email as a component of city brand strategy Summary Part II: Cases 11. Introduction to the Practice of City Branding Keith Dinnie Introduction Addressing the challenges that city brands face Clarifying identity and image The importance of tangible evidence Hosting events Partnership working Creativity, innovation and boldness Repositioning the city brand Summary 12. The City Branding of Accra Anthony Ebow Spio Introduction The growing role of Accra and modernization efforts A destination for international conferences Challenges to Accra’s city branding Lack of clear identity and image Limited financial resources Government interference ‘A New Accra for a Better Ghana’ Summary 13. The City Branding of Ahmedabad Satish K. Nair Introduction Ahmedabads’ growth Gujarat’s major branding exercise Vibrant Gujarat: Global Investors’ Summit Vibrant Gujarat 2011: An exercise in rebranding and repositioning the state Marketing Vibrant Gujarat to the world Recent developments of significance in Ahmedabad Leveraging Ahmedabad’s unique features and its recent pace of development Summary 14. Athens City Branding and the 2004 Olympic Games Maria Fola Introduction Bidding for the 2004 Olympic Games Balancing the old with the new The logo The slogan The mascots Traditional landmarks and modern architecture The Opening Ceremony The impact of the Games on the image of Athens Summary 15. The City Branding of Barcelona: A Success Story Juan Carlos Belloso Introduction The city branding of Barcelona: a success story The branding of Barcelona grounded in a profound transformation of the city The vision and leadership of the municipal leaders The involvement and participation of civil society The key role of the 1992 Olympic Games The unique and differentiated identity of the city Creativity, innovation, and boldness as a common denominator From the 1992 Olympic Games to the present day Summary 16. Branding Budapest Gyorgy Szondi Introduction Challenges of branding Budapest Branding concepts City brands as communities An events-centred approach Budapest city brand research and measurement Summary 17. Chongqing’s City Branding – The Role of Graphic Design Freeman Lau and Angelica Leung Introduction The graphic designer as researcher Chongqing: 3000 years of history and a population of 30 million What does a city mean to you? Look to the past for inspiration The final design Summary 18. Edinburgh: Scotland’s Inspiring Capital Kenneth Wardrop Introduction City of Edinburgh brand repositioning Collaboration with key stakeholders Destination Edinburgh Marketing Alliance Tracking and managing perceptions of the Edinburgh brand Summary 19. The Hague, International City of Peace and Justice: A Relational Network Brand Bengt-Arne B.F. Hulleman and Robert Govers Introduction Conceptual framework The Hague as a relational network brand A 3-concept perspective on The Hague’s city brand Summary 20. Brand Hong Kong Grace Loo, Saumya Sindhwani, Cai Jing, and Theresa Loo Introduction Management of Brand Hong Kong Tourism Culture and creativity Investment People Products and services Summary 21. The City Branding of Kuala Lumpur Ghazali Musa and T.C. Melewar Introduction Defining city branding Place branding efforts of Kuala Lumpur Creation of the city of knowledge through development and improvement of infrastructure and services Branding the city for tourism development and internal audiences What is the brand of Kuala Lumpur? Summary 22. Branding Lisbon – Defining the Scope of the City Brand João Ricardo Freire Introduction Brand Lisboa e Vale do Tejo Brand Lisboa versus city of Lisbon Summary 23. Montevideo City Branding Pablo Hartmann Introduction The importance of tourism for Uruguay and for the city of Montevideo The Montevideo tourist brand: ‘Discover Montevideo’ Summary 24. New York City – the Saga of ‘I Love New York’ Peggy R. Bendel Introduction New York’s multifarious identity The ‘Big Apple’ and ‘I Love New York’ campaigns Summary 25. Paris City Branding Jean-No?l Kapferer Introduction Cities are in direct competition Building blocks of the city brand: Flagship products, salient communications, and people City image and country image: What are the links? Can cities be managed as brands? Brand or slogan? Summary 26. Seoul City Branding You Kyung Kim and Peter Eung-Pyo Kim Introduction The marketing history of Seoul Metropolitan Government Pre-2006: Initial promotional activities 2006: The first year of integrated marketing communication 2007: The transformation of Seoul’s overseas marketing 2008: Historic increase in Seoul’s marketing budget 2009: New global positioning for Seoul’s city brand Summary 27. The City Branding of Sydney Geoff Parmenter Introduction Sydney in 2008 Branding Sydney Creating a brand model for Sydney Sydney in 2010 Summary 28. Tokyo’s City Brand Roland Kelts Introduction Welcome to Tokyo – hybrid city Tokyo’s brand impresario Summary 29. Wollongong City Branding Greg Kerr, Gary Noble and John Glynn Introduction The city of Wollongong The need for the image campaign The resourcing phase The concepting phase The implementation phase Reflections of stakeholders Success of Wollongong’s campaign Summary Index