Marketing and City Branding

In rentier countries around the Gulf, a paradigm shift is certainly happening. Gulf States resorted to branding strategies which would secure a global recognition for their cities. The paper analyzes the effectiveness of tools used in Doha, the capital city of Qatar to create its own identity within the Gulf States and the rest of the Middle East. The analyzed tools will include City Uniqueness, Quality of Public Spaces, Signature Architecture, Events, Festivals, Cultural Tourism and Facilities. One of the main strategies used in Doha to articulate its brand is enhancing the ability of the city to host global Events, Festivals, and international sports. Competitions and cultural Carnivals. The research illustrates the use of Interesting Architecture, Cultural Facilities, Unique streets, Public parks, City natural and man-made Uniqueness as a City Marketing and Positive Branding Tools. The paper investigates crucial questions including the impact of the digital paradigm on the competitiveness of cities? How to regionally and globally market a city? What are the sustainable and resilient strategies for branding contemporary city? The paper also articulates a model for the case of Doha city banding and marketing which is based on a balanced approach. Such an approach would consider traditional assets including history and heritage. Also, it will include contemporary and innovative assets resulted from the last decade unprecedented investments in the sectors of education, research, culture and knowledge. Hence, the paper suggests a more holistic approach to city branding which would balance between social equity, economic prospertiy and ecological intergrity.

In rentier countries around the Gulf, a paradigm shift is certainly happening. Gulf States resorted to branding strategies which would secure a global recognition for their cities. The paper analyzes the effectiveness of tools used in Doha, the capital city of Qatar to create its own identity within the Gulf States and the rest of the Middle East. The analyzed tools will include City Uniqueness, Quality of Public Spaces, Signature Architecture, Events, Festivals, Cultural Tourism and Facilities. One of the main strategies used in Doha to articulate its brand is enhancing the ability of the city to host global Events, Festivals, and international sports. Competitions and cultural Carnivals. The research illustrates the use of Interesting Architecture, Cultural Facilities, Unique streets, Public parks, City natural and man-made Uniqueness  as a City Marketing and Positive Branding Tools. The paper investigates crucial questions including the impact of the digital paradigm on the competitiveness of cities? How to regionally and globally market a city? What are the sustainable and resilient strategies for branding contemporary city? The paper also articulates a model for the case of Doha city banding and marketing which is based on a balanced approach. Such an approach would consider traditional assets including history and heritage. Also, it will include contemporary and innovative assets resulted from the last decade unprecedented investments in the sectors of education, research, culture and knowledge. Hence, the paper suggests a more holistic approach to city branding which would balance between social equity, economic prosperity and ecological integrity.

This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszów Mazowiecki in Poland.

This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economics.

L’articolo mette a confronto due scuole di pensiero differenti, che riassumono, senza ambire a risolverlo, il dibattito architettonico sulla città: da un lato la tendenza razionalista, che attraverso il progetto e gli strumenti propri all’architettura ritiene ancora possibile dare forma alla città o, meno ambiziosamente, a parti di essa, dall’altro quella liberista, che vede nelle dinamiche economico-finanziarie, nelle spinte provenienti “dal basso”, le forze in grado di determinare il destino della città, affidando all’architettura mere “pratiche di cosmesi”, azioni di superficie e di immagine su cui impostare strategie di mercato.

New Urban Management discusses how the logic of economic flows poses a challenge to local governments throughout the world. The book argues that the increased fluidity in economic life must have its reflection in local economic development policy. The analysis begins with the idea of space of flows, but this goes much further than available literature in urban political analysis. The starting point is the observation that metropolitan governments' ability to maintain their economic vitality depends on their ability to attract flows of values through their assets. Such assets are, however, symbolic rather than physical, which implies the relevance of city branding. On that basis, this book builds a coherent picture of how flow analysis can be utilised in brand-oriented economic development policy.

Cities have become important actors on the global scene. Metropolitan governments are ‘glocal’ players sharpening their global influence strategy and improving the management of their brand. International city branding has its undeniable challenges, however. One of them is the fact that cities must utilize their collective symbolic capital—the resources and influence afforded to them through a perceived value—in an increasingly decentralized, fluid, and media-shaped environment. This implies weak control over ones’ brand. In this paper I take a closer look at how branding can benefit local economic development and how to cope with the many factors that wrest control of the brand from its masters.

Torino 2, Metabolizing the Olympics. A video made by thr Turin's Olympics Comunication and Promotional Service Office inform about the trasformation wich are taking place in the city by means of photographs shot from the sky, and shows the superimposition of the projects on the actual state of the works. It is Turin's new official image, a promotional image telling the many faces of the city.
ISBN: 88-6049-003-0 - EAN: 9788860490032