City Branding Strategies Research Articles

Would City Brand Effectiveness Measurement System (CBEMS) work in practice? Viewpoints of six European cities

The aim of the paper is an empirical evaluation of the City Brand Effectiveness Measurement System (CBMES) presented in a paper published in Cities in 2021, and the identification of the prerequisites that foster a type of setting that helps universalize the city brand effectiveness measurement process. This study was performed to generate response to the CBEMS from the city brand managers from European cities, including: (i)evaluation of the key components of the CBEMS: measurement procedure, measurement areas, structure of effectiveness indicators; (ii) identification of gaps in the measurement system in its critical areas and its further elimination. To perform the study, the presentations of the CBEMS were developed and delivered to respondents, followed by a moderated discussion and a standardized survey, distributed online after presentations. Eventually, the data were compiled and analyzed to identify alternations and further recommendations to the system. The findings reveal an overly positive response from city representatives. The respondents view the CBEMS not simply as a measurement procedure but also as a guiding instrument to structure and organize city brand strategy development and implementation. As a result of the study Adaptive Measurement Frame was developed featuring prerequisites to the universalization of the measurement process.

The Impact of the Carbon Neutral Era on City Branding and Response Strategies

Against the backdrop of increasingly severe global warming, carbon neutrality has become a common goal for all countries, and carbon emission reduction has become an urgent action that all countries and cities need to take. As the center of human activities, cities are the main source of global greenhouse gas emissions, bearing tremendous responsibilities and challenges, and are crucial to promoting carbon neutrality and sustainable development. To achieve the goal of carbon neutrality and sustainable development, more and more cities have adopted various carbon emission reduction strategies to reduce carbon emissions, improve air quality, and enhance the quality of life for citizens. Urban branding is not only a reflection of the image and reputation of the city, but also an important tool for attracting talents, investments, and tourism. As an important component of urban image, urban branding and communication also need to be adjusted and optimized under the background of carbon neutrality era to adapt to and meet the needs of society and citizens. This article aims to explore the strategies and methods of urban branding and communication in the era of carbon neutrality, in order to help cities shape and disseminate competitive and attractive brand images under the carbon neutrality era, and provide suggestions and guidance for relevant urban managers and marketers on urban brand building and development, thereby promoting the sustainable development of urban brands.

FOCUSING A CITY BRANDING STRATEGY ON A LUMINARY: A CASE STUDY OF TREBINJE AND JOVAN DUČIĆ

<p class="ABSTRACT">Trebinje is a city with a rich cultural and historical heritage associated with influential historical figures who have played a role in its physical construction and contributed to its identity. Legends about these people are a part of the city’s rich intangible cultural heritage and they can provide a solid basis for city branding.</p> <p class="ABSTRACT">This paper examines the possibilities of using a renowned person – more specifically, the poet, diplomat, art collector and patron Jovan Dučić – for branding Trebinje. The focus of the study is the tangible and intangible heritage associated with Jovan Dučić and covering all the crucial aspects of focusing the city branding strategy on a luminary.</p>

Designing healthier cities to improve life quality: unveiling challenges and outcomes in two Spanish cases

ABSTRACT This study assesses the early outcomes of the Poblenou Superblock in Barcelona and a nature-based solutions project in Valladolid. By critically analysing available data and collecting residents’ perceptions, the analysis depicts to what extent the project’s interventions enhanced environmental quality and residents’ well-being. Results highlight the role of the traffic space recovery strategy in Barcelona as a driver for larger benefits, allowing the creation of socially attractive public spaces along with greenery. This led to more appreciated interventions, possibly boosted by the post-pandemic context and city branding strategy. A potential downside concerns the likely gentrification processes triggered by these improvements.

Forming Jeneponto Regency City Branding With Jeneponto Gammara Video

Research on Forming City Branding in Jeneponto Regency with Jeneponto Gammara Video is a mapping model and becomes a communication strategy in the study of branding strategy. This research aims to explore the tourism potential of Jeneponto Regency and then City Branding “Jeneponto Gammara” as well as becoming the iconic tagline of Jeneponto Regency. The method used is a design method oriented toward video production (audiovisual) in the form of preproduction, production, and postproduction which is then used to produce city branding-forming videos. The Jeneponto Gammara City Branding Strategy is a new strategy utilizing communication technology that synergizes with marketing tourism in building Jeneponto Regency tourism in the tourism sector. The results of this study can echo the city branding of Jeneponto Regency so that it is familiar to the eyes of the Indonesian people and the tourism potential of Jeneponto Regency is clearly mapped so that the Regency’s foreign exchange can increase from the tourism sector which will have a significant positive effect on other sectors.
 Keywords: communication strategy, city branding, jeneponto gammara, tourism

도시브랜딩 믹스 요소를 통한 광주 ‘오월길(5·18 Road)’ 브랜딩 현황 분석

This study started from the perspective that '5·18 Road' can play an important role in city branding in Gwangju. Based on the theoretical consideration of city branding strategy elements, the purpose of this study is to derive city branding mix elements and indicators, and apply them to systematically and comprehensively analyze the branding status of Gwangju 5·18 Road. The research contents include deriving the 'OIPTCR City Branding Mix Indicators' through the existing OIPTCR mix elements and city branding strategy elements research, arranging the process of promoting 5·18 Road, analyzing the current status of 5·18 Road branding, and deriving implications. The research method focused on literature research and content analysis, and case study applying empirical marketing and normative marketing methodology. As a result of the study, the 'OIPTCR City Branding Mix Indicators' (a total of 24 indicators, that is, 4 organization, 4 image, 5 product, 4 target, 4 channel, and 3 region), which are mix indicators for each element according to six elements of city branding mix (organization, image, product, target, channel, and region), was derived. As a result of applying and analyzing this to 5·18 Road, the project was promoted around a total of 18 indicators, and 6 indicators (1 organization, 2 image, 3 target) were found to have no project. The implications of this study are that it can contribute to the discussion of branding mix theory by deriving new city branding mix indicators, and that it can practically help revitalize the 5·18 Road business by theoretically, systematically, and comprehensively analyzing the current status of 5·18 Road branding.

Predicting city branding choices made by Chinese metropolitan cities: examining the impact of geographic context and national plans

PurposeThis paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial capital level to represent themselves (adopted city labels) and the developmental pathways they actually pursued (adopted developmental pathways).Design/methodology/approachThe authors compared the city brand choices to those anticipated based on their geographic and economic contexts (predicted city labels and developmental pathways) as well as the directives outlined in national planning documents (imposed city labels and developmental pathways). The authors identified ten main categories of city labels used to designate themselves and establish the frequency of their use based on municipal plan documents, economic and geographic data and national plan documents and policy reports, respectively.FindingsThe authors discovered that both local economic development and geographic factors, as well as top-down administrative influences, significantly impact city branding strategies in the 38 Chinese cities studied. When these models fall short in predicting adopted city labels and pathways, it is often because cities favor a service-oriented reputation over a manufacturing-focused one, and they prefer diverse, multifaceted industrial images to uniform ones.Originality/valueThe originality and value of this paper lie in its contribution to the academic literature on city branding by developing a predictive model for brand development at the municipal level, with explicit attention to the national-local nexus. The paper’s approach differs from existing research in the first cluster of city branding by not addressing issues of stakeholder involvement or adoption and implementation processes. Additionally, the paper’s focus on the political power dynamics at the national level and urban governance details at the municipal level provides a unique perspective on the topic. Overall, this paper provides a valuable contribution to the field of city branding by expanding the understanding of brand development and its impact on the socioeconomic environment.

Establishing City Branding Strategy for Tomohon Central Tourism Area in Indonesia in Attracting Interest in Visiting Tourists

Background: City branding is a marketing strategy aimed at building a positive image of a city, building differentiation and increasing the city's competitiveness as well as attracting tourists and investors.
 Aims: This study aims to determine the city branding strategy in the central area of Tomohon City and see the effectiveness of implementing this strategy in attracting tourists to visit.
 Methods: This study used a descriptive qualitative method with data collection through interviews and documentation studies. Subjects on this research were conducted with 3 people from Tomohon City government representatives and 2 people from Tomohon City Tourism Office. The research site is in Tomohon City, focusing on its tourism area. The data analysis used in this research was conducted during data collection and used the interactive model of Miles and Huberman
 Findings: The results of this study indicate that the government of Tomohon City together with stakeholders have implemented a city branding strategy that is in accordance with the Anholt city branding concept, although overall it has not been optimally implemented because it is only focused on promoting TIFF as an international event and the utilization of promotional media and community participation has not been optimal.
 Conclusion: The Tomohon City Center area already has various cultural activities, characteristics, positive perceptions and names that are known as potentials that can be further developed to attract tourists to visit.

Strategi City Branding Provinsi Bengkulu Melalui Festival Tabot

Bengkulu Province is an area rich in culture and traditions which are still considered a legacy from our ancestors, one of which is Tabot. That in this era of globalization, competition between regions is getting tougher by increasingly developing regional potential and uniqueness so that they are able to compete with other regions. In this case, a city needs a strategy to create a strong regional or global positioning, this is better known as City Branding. City branding is one of the appropriate strategies to be implemented by the Bengkulu Province Tourism Office to develop a city identity that can attract domestic and foreign tourists to visit Bengkulu Province. This research aims to understand the city branding strategy of the Bengkulu Province Tourism Office in developing city branding through the Tabot Festival. This research method uses a qualitative research method using a descriptive approach. This qualitative research aims to explain the phenomenon through interview, observation and documentation data collection techniques. In this research there were five informants who were taken using purposive techniques. In data analysis techniques by reducing data, presenting data, and drawing conclusions. And checking the validity of the data was carried out using triangulation. The results of this research are for an identity strategy to first determine the identity of the city which can differentiate it from other areas which is symbolized using a logo or tagline. The objective strategy for city branding through the Tabot festival is to raise the image of the city and to attract the interest of local and foreign tourists. The strategy used by the Bengkulu Province Tourism Office is to collaborate with stakeholders related to the tourism sector such as the tourism industry, and to promote through media such as electronic media, online media, printed promotional media such as billboards and banners. The coherence strategy is to have a common message conveyed in promoting this branding, namely through communication carried out with other stakeholders by including the branding logo from Bengkulu Province.

Strategi City Branding dalam meningkatkan Minat berkunjung Wisatawan pada Festival Budaya Tabut Bengkulu

The contribution of the tourism industry is one step of the government's strategy to improve the economic welfare of the community. Tourism management can encourage people to take advantage of opportunities created by various activities that can provide of profit. This condition will also contribute to business sustainability for the community in the surrounding environment. One strategy that can be implemented by the Regional Government of Bengkulu Province is through a city branding strategy to increase tourist interest in visiting the Bengkulu Tabut Cultural Festival. The Tabut Cultural Festival activities can be one of tourism promotion for Bengkulu Province to help the government introduce and invite the interest of local tourists, national tourists, or international tourists to travel in Bengkulu Province, and is expected to increase regional income. This research aims to determine: (1) the influence of city branding on destination image. (2) the influence of destination image on nostalgic emotions. (3) the influence of destination image on memorable tourism experiences. (4) the influence of nostalgic emotions on memorable tourism experiences. (5) the influence of nostalgic emotions on tourists' interest of visit the Tabut Bengkulu Cultural Festival, and (6) the influence of memorable tourism experience on tourists' interest of visit the Tabut Bengkulu Cultural Festival. This type of research is quantitative research using a causal study approach. The sample for this research was 327 visitors to the Bengkulu Tabut Festival using incidental sampling techniques. The data analysis method uses the SEM-SmartPLS program. The results of this research show that city branding has a significant effect on destination image, Destination Image has a significant effect on Nostalgic Emotion, nostalgic emotion has a direct effect on Memorable Tourism Experience, Destination Image has a significant effect on Memorable Tourism Experience, nostalgic emotion has a significant effect on on tourists' interest of visit the Tabut Bengkulu Cultural Festival, as well as the Memorable Tourism Experience has a significant influence on tourists' interest of visit the Tabut Bengkulu Cultural Festival

Spatial relationship of city branding strategy adoption in megacity regions: Patterns and influencing factors

With the rapid economic growth of regions, cities have adopted various city branding strategies in competitive and occasionally cooperative relationships with other cities. Intercity connections or regional context influence city branding strategy adoption, a topic that has been neglected by previous research on city branding. The spatial relationships of city branding strategy adoption is a worthy topic due to preliminary signs of the relevance of such connections or relationships. This paper explores the spatial relationship of city branding strategy adoption in megacity regions from two perspectives: patterns and its influencing factors. Regarding patterns, megacities regions have shown spatial relationships in different city branding strategy adoption in both within and cross-regional comparisons. Considering influencing factors, this study finds that city branding strategy adoption in the three megacity regions has spatial correlations by using the spatial analysis method, while city branding strategy adoption in the same region tend to be influenced by economic or urban factors in similar ways. Thus, policymakers need to consider these spatial relationships in city branding designs and pay attention to the factors influencing city branding strategy adoption in their own regions.

City Branding and Intercultural Heritage in Amadora, Portugal

ABSTRACT The Portuguese city of Amadora hosts the first national registry of an immigrant Intangible Cultural Heritage to this day: the Kola San Jon celebration in the self-built neighbourhood of Alto da Cova da Moura. Many other practices, events, manifestations, and arts could be recognised as immigrant cultural heritage in this city, yet only a few are indeed recognised and supported by the municipality. Through the analysis of four ‘vignettes’, I suggest that municipalities shape a soft policy for immigrant integration by harnessing such apolitical, folklore traditions celebrated by the various immigrant groups present in the city as part of its city branding strategy and policy internationalisation. In other words, cultural heritage is exploited to serve purposes other than communal tradition, to promote the city’s profile. To that aim, this article examines local migrant cultural heritage policies in relation to urban development using the concept of ‘intercultural heritage’ as a critique. By intercultural heritage, I mean heritage practices that are adopted by public institutions to rebrand and legitimise their immigration agenda in cities with a very heterogenous demographic.

Digital city diplomacy and international cities networks: Collaboration and city branding strategies around climate issues

Our study refers to what the communication of city networks looks like regarding mentions and frames and if the digital communication activities of city networks could primarily serve as collaborative diplomacy of governance or are motivated by self-interests such as city branding. Our theoretical frame integrates Castells’ (2010, 2009) networked society and communication power and combines various concepts from the public (digital) diplomacy, public relations, and strategic communication. In a semantic network analysis of Tweets, we analysed the communication strategies of three city networks according to their digital content ( n = 47,226) and more specifically each network's top 50 hashtags and mentions therein. We find that city networks use three different Twitter communication strategies. We propose a model describing topic-, city/mayor-, and hybrid-oriented strategies. The analysis of the three city groups undertaken here has extended our knowledge of global urban governance communication strategies in burgeoning city diplomacy.

Process of developing the international city branding strategy: Case study city of Kharkiv.

The purpose of the article is to determine the sequence of stages for the development of the city's international branding strategy. To achieve the goal, the world practice of forming well-known city brands was studied and city brand models were formed. Approbation of the procedure for developing an international brand strategy was carried out on the example of the city of Kharkiv, one of the largest cities in Ukraine. The combination of experiment and interview made it possible to evaluate the brand of the city of Kharkiv. Based on the SWOT-analysis, the strengths and weaknesses of the development of the city brand, as well as the prospects for brand positioning were revealed. Practical recommendations are given to improve the strategy for the development of international branding of the city based on the use of a spectrum of offline and online branding tools.

A Land Use Approach to Promote Charoenkrung District as a Creative Industry Hub - Possibilities under the Bangkok Comprehensive Plan

TheBangkokComprehensivePlanDraft(4 Revision,draftedin2019)hasproposedBangkok’sdevelopment and management scheme for the next 20 years. In this 4th revision, “Creative Commercial”, has been established for the first time under the category of C6 (Commercial Land Use type 6). However, the C6 land use is designated only for the Klongsan and Samyan areas. The Charoenkrung area in Bangrak District, officially approved as the first Creative Industry Hub (CIH) in Thailand, was not under the C6 category, but instead remains as C8 (Commercial Land Use type 8). This article aims to compare the differences and benefits of C6 and C8 land use designations through textual analysis of the pertinent urban planning policies and regulations. The textual analysis was then discussed with three creative entrepreneurs who represent the design, crafting, and selling of jewelry and accessories in Charoenkrung, to understand their impressions of land use requirements and the potential that policies and regulations can successfully support establishment of creative entrepreneurships in the area. Through Snowball Sampling, the the textual analysis and recommendations from the three representatives of the jewelry and accessories business were then further reviewed with two eminent experts who were highly experienced in this industry as a creative space developer and vice president of Thai Gems & Jewelry Traders Association. The results of the interviews show that the creative entrepreneurs in Charoenkrung were not convinced of the benefits in the land use regulations for either of the commercial land use types within the Bangkok Comprehensive Plan. The C8 has higher flexibility in terms of conditional usages as compared to C6. The C6 did not stipulate any special benefits that might be lucrative enough to promote creative business development. Thus, the Bangkok Comprehensive Plan should revisit the regulations and revise theC6 designation to have a clearer effect on promotion of the creative economy. Specifically, we propose three recommendations related to land use policy that would promote Charoenkrung as a creative district: 1) The Government should create Investment Promotion Zones for the creative industry. These zones might include tax waiver benefits for creative entrepreneurs and provide planning incentives for renewal of abandoned buildings into incubator spaces associated with new creative businesses; 2) Events and exhibitions at a national scale should be organized in Charoenkrung, utilizing soft infrastructure to promote city branding and marketing strategies; and 3) In connecting with the Thai word for love, (rak), “Love Marketing” should be used as a promotional opportunity for the Bangrak District to attract tourists and investors into Charoenkrung.

City Branding Dimensions, Strategies, and Obstacles: A Literature Review

City branding is carried out to develop cities, attract tourism, introduce the city's wealth, and improve the community's quality of life. Various ways are done to show the uniqueness and distinctiveness that is owned. Some city branding efforts are seasonal, in vain, fail, and must be clarified for the public. This study aims to analyze the dimensions of city branding, strategies to build city branding, and obstacles and solutions in building city branding. This research is a critical literature review reviewing 35 articles from 2017 to 2023 and focusing on the progress of research on city branding. The formulation and findings of this study are the dimensions of city branding, namely tourist attraction, security and public services, and public policy and government coordination with the community. The city branding strategy can be carried out in five ways: introducing cultural diversity, culinary diversity, natural wealth, improving public services and security, and promoting and building a mascot. The obstacles to city branding are the need for coordination between the government and the community, inadequate facilities and infrastructure, and unclear concepts related to the city branding used. The implications of this research indicate that city branding efforts must be integrated between government policies and community participation. Full involvement of the government and good cooperation with community members and Small and Medium Enterprise (creative community groups) is recommended to be one of the efforts to build city branding in various cities and is also recommended for city branding program plans.

Reinventing Indonesia’s City Branding Strategy Through Conceptual Frameworks: Providing Ready to Use Tools for the Municipal Governments

City branding has gained increasing importance in recent years due to its perceived economic and political implications, necessitating the involvement of city governments and stakeholders in developing a successful cross-sectoral branding strategy. In this study, the researcher conducted a literature review and identified three critical dimensions - politics and compliance, socioeconomics, and sustainability - that must be considered when creating an implementation checklist for city regulators and executives. To address the research gap, the researcher developed a conceptual and practical framework that introduces three new terms - city branding image objects, artifacts, and infrastructure - essential in implementing city branding strategies in Indonesia. This study provides a comprehensive implementation framework checklist for city governments to ensure their branding strategy meets the three-dimensional criteria and has an appropriate implementation plan. Furthermore, the researcher expects that this article will initiate and stimulate a discussion on city branding strategies, anticipate that this study will offer an alternative perspective on city branding strategy and provide a valuable implementation tool for regulators, executives, and academics involved in city branding in Indonesia.

Exploring Perspective of Local Tourists About City Branding: Study on Gorontalo As Serambi Madinah and Manokwari As Kota Injil

City branding is an object contested by various cities and regencies in Indonesia. The goal was to introduce their identity of them, so strong branding could be the basis for marketing tourism from the city. Therefore, the purpose of this study was to examine the perspectives of domestic tourists about city branding that use religion as the basis for their branding. This study analyzes the perspectives of tourists who visit Gorontalo City and Manokwari Regency. Gorontalo has the branding Serambi Madinah, and Manokwari is famous with Kota Injil as its branding. This study uses a qualitative approach and descriptive analysis based on Tourism Consumption Behavior (TCB) and critical questions for developing a city brand strategy. This study was conducted in 19 days, from 1 February to 20 February 2023, by interviewing tourists who visited Gorontalo City and Manokwari Regency. Literature studies also support the discussion in this study. The results showed that Gorontalo City, which has Serambi Madinah branding, has not attracted tourists' attention to sites, mosques, and religious festivals held in Gorontalo City. Tourists prefer to travel to the coast of Tomini Bay, such as Pulo Cinta and Botubarani Whale Sharks. Meanwhile, tourists visiting Manokwari have a more perspective that Manokwari is Kota Injil, where the bible first entered Papua through Manokwari. Several factors can also influence city branding: local history, culture, natural resources, and religion. Local wisdom is also essential to support the city's branding.

Toward contemporary city branding in the digital era: conceptualizing the acceptability of city branding on social media

PurposeThis study aims to propose a conceptual framework for the acceptability of city branding on social media. The conceptual framework of the acceptability of city branding is necessary to achieve a successful city brand in the social media era. It tries to develop the use of social media in city branding practices and its acceptability, especially in the areas of urban planning and development. The study also explores important issues in the use of social media and its acceptability in city branding practices.Design/methodology/approachThis study was initially conducted using a literature review of relevant, recent, and trustworthy scholarly publications (books, journals, reports, and proceedings) about city branding and acceptability from the electronic database by using relevant terms and keywords to find the relevant literature. The next step was to identify the essential variable described in the literature and assess how these are connected to one another. The last step was to create a conceptual framework using the variables that were found and their interrelationships.FindingsSocial media is crucial for determining a successful model of city branding strategy. Incorporating social media in the city branding process may lead to emerging bottom-up forms of influencing the city branding process, creating better-accepted city branding from wider audiences and guaranteeing a long-term successful city brand. The results of this paper indicate that one can utilize social media user-generated content (from residents and visitors), local government-created content, peer interaction, electronic word of mouth (e-WOM), and the engagement and participation medium to understand whether city branding is accepted by stakeholders through nine dimensions of acceptability: knowledge, information diffusion, experience, attachment, congruence, behavioral intention, perceived quality, engagement, and participation.Research limitations/implicationsThis research outcome can be used to evaluate and extend the classical theory of the acceptability of city branding, or even the overall umbrella term of branding, in the digital age. Despite its contribution, this study is not without limitations. The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.Social implicationsThe conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent the real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.Originality/valueThis research highlight some acceptability dimensions of city branding practice and also emphasize social media platform as useful tool to understand people's opinion, attitude and behavior. Combining these two concepts of the acceptability of city branding and the use of social media provides an opportunity to achieve the goals of meaningful, authentic and resilient city branding.

Bibliometric Analysis of Chinese Research on City Brand and Brand Building Strategies for Beijing

With the gradual improvement of urbanization in China, it is important to research city branding to promote high-quality urban development. This paper uses CSSCI journals (including the expanded edition) in CNKI as the data source to collect the papers related to city branding from 2001-2022, analyzes the research content of city branding based on the bibliometric method, and accordingly proposes strategies for city branding in Beijing. The analysis result shows that the research on city branding involves a wide range of content, mainly including city branding, place marketing, and multilayer brand strategy. Based on this, we propose strategic suggestions for city branding for Beijing: exploring the characteristics of city resources and enhancing the cultural connotation; building a multilayer brand strategy to promote regional development; expanding multi-channel marketing to highlight the differentiation of city brand.