CITY BRANDING: INTRODUCING METHODS OF MEASURING BRANDING STRENGTH*

Hefnawy, Noha Hussein

CITY BRANDING: INTRODUCING METHODS OF MEASURING BRANDING STRENGTH*

Document Type : Scientific and technological

Author

Noha Hussein Hefnawy

Assistant Lecturer of Architecture, Faculty of Engineering, Benha University

Abstract

Cities increasingly compete in contested international markets for a wide range of beneficial assets, opportunities, and investments that help the city to develop and generate opportunities and resources for their citizens. Increasingly, cities are using thoughtful promotional brand strategies to better project their advantages, and to foster a clear identity and reputation that will help them win the competition for mobile opportunities over time. These identities and reputations are much more than logos or strap lines, they communicate a ‘whole story’ about the value added that the city can offer to mobile activities that have a choice where they locate. The purpose of the brand is to provide an authentic and aspirational message about the city, brand models and rankings are then used to assess the cities standing among others in respect to image and to reveal their comparative shortcomings. This paper introduces the different models that assets city branding strength, in order to conclude the main factors that help cities to increase their branding strength.

Keywords

References

1- Dinnie, K., (2011), City Branding: Theory and Cases, Palgrave Macmillan, UK.

2- Hildreth, J., (2008), The European City Brand Barometer – Revealing which cities get the brands they deserve, Saffron Brand Consultants.

3-http://www.gfk.com/en-us/insights/press-release/toronto-drops-out-of-top-10-in-latest-city-brands-index-report/, accessed (20-3-2016).

4- Kavaratzis, M., (2004), From city marketing to city branding: Towards a theoretical framework for developing city brands, In Place Branding, Vol. 1, No. 1, pp. 58-73.

5- Kavaratzis, M., (2007), City Marketing: The Past, the Present and Some Unresolved Issues, Geography Compass, Vol. 1, No. 3, pp.695-712.

6- Kotler, P., Asplund, C., Rein, I. & Haider, D., (1999), Marketing places Europe: attracting investments, industries, residents and visitors to European cities, communities, regions and nations, Pearson Education Limited, London.

7- Lloyd, R., Clark, T., (2001), The city as an entertainment machine, in Kevin Fox Gotham (ed.) Critical Perspectives on Urban Redevelopment, Vol. 6, Emerald Group Publishing Limited, pp.357 – 378.