Urban Branding Research Articles

Creative City Brand Building on Social Media Platforms

With the advent of the digital age, social media has become an important tool to shape the image of a city's brand. This paper aims to explore how to use social media platforms to build creative city brands, so as to enhance the attractiveness and competitiveness of cities. Through the study of many successful cases at home and abroad, combined with the theory of social media communication and the theory of urban brand image, this paper analyzes the mechanism of social media in urban brand promotion. The research adopted a combination of quantitative and qualitative methods, including online questionnaire survey, social media data analysis and in-depth interviews, to collect and analyze relevant data. The results show that social media can not only increase the visibility of cities, but also promote cultural exchanges and economic cooperation. In addition, the study found that personalized content creation, interactive user engagement, and sustained brand storytelling are key factors for successful city branding on social media. Finally, this paper puts forward suggestions on social media marketing strategies for different types of cities, and points out that future research should pay attention to the impact of changes in social media platform algorithms on the effectiveness of urban brand communication. This study provides a practical reference for city managers to promote city image more effectively in the new media environment.

Analysis of Research Trends in Digital Media and Urban Branding: Insights from CiteSpace (2013-2023)

Analysis of Research Trends in Digital Media and Urban Branding: Insights from CiteSpace (2013-2023)

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.

Taking Advantage of the Momentum -- Research on the Strategy of Urban Brand Communication in Zibo

As an effective way to create the city image and business card, the city s brand communication has been the trend of The Times. For the city that wants to create a unique IP, identifying the characteristics is the fundamental problem. Zibo has been popular on social media since March 2023, and has created a warm and hospitable city brand image with barbecue as a symbol, which has promoted the construction of local city brand. Due to the geographical advantages of Zibo as a transportation hub, rich historical origin and the social attributes of barbecue food itself, the city IP of Zibo Barbecue has been deeply rooted in the hearts of the people through the visual communication, emotional communication and empathy communication of the Internet, which provides reference and inspirational significance for other cities to build brand image in the new media era.

What kind of urban brand ecology attracts talent best? Grey configuration analysis of 98 Chinese cities

PurposeTalent is a key resource for urban development, and building and disseminating urban brands have an important impact on attracting talent. This paper explores what kind of urban brand ecology (UBE) can effectively enhance urban talent attraction (UTA). We explore this question using a novel grey quantitative configuration analysis (GQCA) model.Design/methodology/approachTo develop the GQCA model, grey clustering is combined with qualitative configuration analysis (QCA). We conducted comparative configuration analysis of UTA using fuzzy set QCA (fsQCA) and the proposed GQCA.FindingsWe find that the empirical results of fsQCA may contradict the facts, and that the proposed GQCA effectively solves this problem.Practical implicationsBased on the theory of UBE, we identify bottleneck factors for improving UTA at different stages. Seven configuration paths are described for cities to enhance UTA. Theoretically, this study expands the application boundaries of UBE.Originality/valueThe proposed GQCA effectively solves the problem of inconsistent analysis and facts caused by the use of a binary threshold by the fsQCA. In practical case studies, the GQCA significantly improves the reliability of configuration comparisons and the sensitivity of QCA to cases, demonstrating excellent research performance.

The influence of stereotype on urban brand communication and its development strategy

The influence of stereotype on urban brand communication and its development strategy

Under the Image of Urban Identity and Non-mainstream Cities under the New Media

With the diversified development of media and media platforms, city brand building has entered a new stage, and some cities have achieved remarkable development results, while some cities with large development space in natural resources, humanities and culture have failed to achieve development leaps. In this paper, the city with beautiful urban environment, rich resources and good development conditions is positioned as "non-mainstream city". This paper aims to explore the recognition degree of "non-mainstream cities" with development potential in people's minds, and take Taiyuan City of Shanxi Province as one of such cities to understand and analyze their development status, the audience's cognition degree of brand positioning of these cities and the shortcomings of current development through questionnaires and other means, and propose corresponding solutions from the aspect of media communication. Guide such cities to improve the visibility and recognition of cities by clarifying brand positioning, making full use of their natural resources and historical and cultural resources to explore urban characteristics, strengthening the integration of culture and tourism, and improving communication strategies, and at the same time improve the quality and efficiency of urban brand construction. Through the influence of media platforms, increase the exposure of these potential cities in the public sphere, extend the urban characteristics and reach a wider audience, realize the three-dimensional communication of the city brand image, help the formation of a good urban spirit and the prosperity and development of a variety of cities, and provide guidelines for more cities in brand construction. This article has certain reference value for the media communication strategy, the perfection of government functions, the construction of social spiritual culture and material civilization, and the coordinated development of countries and regions.

Digital Image Shaping of Micro-celebrity City: Brand Building and Communication of Chongqing City Image on the Platform of TikTok

This paper aims to discuss how the social media platform represented by TikTok influences and shapes the micro-celebrity city in the digital era. This paper takes Chongqing as the research object. Through in-depth analysis and interviews, it was found that Chongqing is very popular on TikTok because of its unique three-dimensional traffic, magical architecture, and food culture. These elements form a unique visual symbol of Chongqing through creative digital image expression and social interaction, attracting many tourists and deepening people’s impression and comprehension of the city. This study reveals the crucial role of digital images in shaping the image of contemporary cities and provides new perspectives and strategic suggestions for urban brand management and social media marketing. Through an in-depth discussion of content creation, communication mechanisms, and user interaction on platforms such as TikTok, this study provides valuable insights and references for city image communication and city brand building.

A Study on Motivation of Urban Brand Slogans - Centering On Cities That Have Enacted New Slogans For 2023 in Korea -

A Study on Motivation of Urban Brand Slogans - Centering On Cities That Have Enacted New Slogans For 2023 in Korea -

Urban Brand: Implications of Legal Management, Branding, and Urban Icons in the Decentralized Autonomous Government of the Municipality of Ambato

Currently, the development of a city brand represents a key strategy for governments interested in boosting tourism within their borders. However, improper use of this resource can be counterproductive. The purpose of this study is to determine the criteria for assessing the effectiveness of the city brand and its tourist appeal, applying the Anholt Hexagon model. A mixed-methodological approach was adopted, analyzing the six dimensions of the model as a theoretical framework, and complementing it with a quantitative study based on surveys about the perception of tourists, both local and international, with a sample of 384 participants. The research aimed to establish a relationship between the hypothetical factors and each of the evaluated dimensions (presence, pulse, place, people, potential, and prerequisites) to identify the key elements for the success of a city brand, such as its architecture, climate, natural reserves, and promotional strategies. It is concluded that the effective development of a city brand requires careful consideration of these factors to enhance tourist retention and complement the sustainable development of the city of Ambato.

Comments on ‘historical imaginaries, historic urban branding, and the local state in China: rejuvenation discourse, manufactured heritage and simulacrascapes’ by Andrew Malcolm law

Comments on ‘historical imaginaries, historic urban branding, and the local state in China: rejuvenation discourse, manufactured heritage and simulacrascapes’ by Andrew Malcolm law

Fan Culture of Urban Communication: Exploring Urban Branding Through Social Platforms

Under the background of the rapid development of new media technology, the cultural development between cities has become increasingly important. At present, the development of digital media has spawned a new form different from the traditional fan culture. With the widespread use of social media platforms, fan culture and live broadcasting industry play a crucial role in shaping urban brands and enhancing urban competitiveness. Based on this background, this paper will conduct a comprehensive analysis of urban culture through literature research and summary, conduct quantitative research and platform content analysis, and study the influence of fan culture on the construction of urban brands through social media.

The Role of Museums in the Process of Creating a Brand City: The Case of Ankara

It is crucial to evaluate the usage practices of social networks in sustaining the urban brand. In this study, we discussed how museums as social memory spaces are subject to social media posts. The study is noteworthy because it gives an opinion about social media posts of museum visitors and determines the approach to museums in the formation of an urban brand. Accordingly, we examined the Instagram posts of social media users related to museums in Ankara via content analysis. We found that the posts shared were mainly photos. Museums were the greatest data source for the corporate Instagram accounts according to sharing frequency and they were all foundation and private museums. Examining the purposes of sharing, we determined a multidirectional social media use in the dimensions of communication via announcement, publicity and informing. Analysing the use of hashtags related to museums in the process of creating a brand city revealed that museums highlighted themselves, their activities and the city where they are located. The experience of visiting the museum creates the opinion that there is an impression of the brand value of the city where the museum is located. As a result of the study, we found that it is necessary to organize a campaign based on a specific motto to be shared by corporate accounts of museums, personal accounts of visitors, and Instagram content creators to strengthen the positioning of Ankara museums related to the city.

How does a name shape a place? The performativity of urban branding in the case of Songdo, South Korea

ABSTRACT Socially constructed urban branding not only revises the identity and structure of a city but also influences legislation, planning and policy mobility. To overcome the narrow view of the existing debate over whether or not Songdo is a smart city, a performative approach is adopted, focusing on the impact of a succession of urban branding slogans and the symbolic and discursive imaging of Songdo on the evolution of political processes of city development and the mobility of the urban model within and beyond the country. By examining the circular relations among discourses, planning and policy mobilities, this study contributes to academic and practical discussions of development rationales and policies.

Determination of the Role of Elements Affecting the Formation of the City Image of Turkestan

This study examines the influence of various factors on the branding process of Turkistan city and its impact on tourism development. Through a systematic analysis of relevant literature, the study aims to provide a foundation for urban branding by exploring perspectives, approaches, variables, methods, and related concepts. The analysis focuses on the impact of city branding on foreign tourists' perception of Turkistan and their decision to visit. Additionally, it investigates the tourism values associated with Turkistan and the perceptions of its residents. Statistical and empirical methods were employed in this research, utilizing the SPSS 22 program to analyze survey responses. Correlation, regression, and dispersion methods were used to derive the results. Descriptive statistics indicate that historical places play a significant role in strengthening the brand value perception of Turkistan. The study also highlights existing shortcomings in the city's tourism infrastructure and provides recommendations for improvement. Furthermore, the relationship between city image and city branding is considered, and future research could explore the connection between sustainability and urban branding, thereby contributing to the existing literature.

Short Videos based on Zibo Explosion Phenomenon Promote Urban Communication Strategy Inquiry

From "cautious water testing" to "curve overtaking", domestic cities have used short videos to carry out urban image dissemination and build urban brands. The issues of short video and urban image dissemination have attracted more and more attention from researchers. This article is based on the phenomenon of tourist hot cities due to short videos in 2023. It is trying to explore the law of traffic opportunities for urban dissemination for short videos, and provide feasible, operable solutions and ideas for urban short video dissemination, in order to achieve the effect of improving the image and popularity of the city.

The change of green space well-being during rapid urbanization: A case study in Jinan, China, 2006-2018.

With the rapid advancement of urbanization, the green space well-being (GSWB) of developing countries faces drastic changes and is increasingly threatened. Green and residential spaces are the core elements of GSWB; however, we know very little about the interaction and combination of the two in terms of their effect on GSWB. This study identified the spatiotemporal features of GSWB and critically examined how patterns of residential-green combinations affect GSWB. Based on land-use data for Jinan from 2006 to 2018, and using the spatial measurement tool GeoDa, we found that both green and residential space have increased significantly in central Jinan. At the macro level, the spatial correlation between the two decreased significantly; meanwhile, at the micro level, there are obvious differences in time and geography. This led to differences in the distribution of GSWB between regions with high value and those with low value. We revealed that the development, preservation, and demolition of residential and green spaces influence changes in GSWB. The positive effects on GSWB come from (1) mountain park development policy in built-up areas, (2) theme park development policy in new urban areas, and (3) urban renewal and demolition policy. The negative effects on GSWB come from (1) issues remaining from prior extensive urban development, (2) the replacement of central areas driven by urban branding, and (3) the lack of supervision of nearby facilities for new housing development. To better understand changes in GSWB, it is necessary to consider its internal residential-green spatial collaboration and propose targeted response strategies. This can help to better safeguard the quality of human settlements in the process of urbanization in developing countries.

RETRACTED ARTICLE: Application of rapid detection of video behavior in urban brand communication and network promotion

RETRACTED ARTICLE: Application of rapid detection of video behavior in urban brand communication and network promotion

Visual Representation for City Branding and Identity

City branding must be holistic and specific in order to meet the objectives of the country and its key sectors. In numerous instances, it is recommended that people gain insight and remember information presented visually, so it stands to reason that visual communication would be more effective than verbal communication. The construction of an iconic structure in a city or the preservation of its cultural history can successfully contribute to the development of an urban brand identity that is tied to the identity of the community. The purpose of this study is to identify the city iconic structures that most properly express the identity and image of the places in Kuala Lumpur, the capital city of Malaysia. This qualitative study consisted of 180 participants from different places of birth. The survey questionnaire were divided into two sections: segment and visual representation. The results of this study revealed an iconic structure that can be used as a visual representation to promote Kuala Lumpur. This can increase the significance and memorability of the city for its local community and visitors.

Mutations of Barcelona’s cultural policy model: Political change, local planning and political instrumentalization of culture in Barcelona

ABSTRACT Barcelona has been a poster child for the entrepreneurial turn in cultural policy, with an approach based on seizing opportunities for promoting the city in the global arena. This model has been successful in terms of urban branding but has driven growing urban inequalities that have drawn criticism from social and academic spheres. Hence, after the 2008 crisis and the ensuing public budget cuts, growing opposition to the model emerged. Criticism of the city’s cultural model crystallized in the leftist, activist candidacy of Barcelona en Comú, a new party that took power in 2015. Since then, pro-commons discourses on cultural policy have emerged that criticize the past model. The new pro-commons approach proposes a radical turn advocating policy as a tool for cultural democratization. Yet this left-wing populist orientation has encountered great hurdles to changing the Barcelona Cultural Policy model (which is based on artistic institutions, creative factories and the instrumentalization of culture for urban branding). Indeed, analysis of the structural cultural expenses of the city council and the innovative local Cultural Rights Plan paradoxically reveals a continuation of the idea of the creative, entrepreneurial city, focusing once again on developing cultural facilities and fostering new urban and cultural clustering. Thus, rather than a radical change in cultural policy, we see great continuities with the previous Creative City model.