Urban Branding Research Articles

A Study on Urban Branding Strategy Process in Small Cities - Focusing on the ‘Yellow City Jangseong’ Urban Branding

이 연구는 인구 4만 3천의 소도시인 전라남도 장성군의 ‘옐로우시티 장성’ 도시브랜딩을 사례로 도시브랜딩 전략 수립 프로세스를 분석하는 것을 목적으로 한다. 도시브랜딩 관련 기존 연구는 대도시의 도시브랜드 전략 수립과 가치평가에 관한 사례연구가 많았고 소도시브랜딩을 추진한 구체적인 사례 및 평가 연구는 드물었다. 이 연구는 군 단위 소도시브랜드 추진과정을 도시브랜드 사업 전반을 대상으로 연구하는 것으로, 소도시브랜드가 축제나 농특산물 등 단일요소 관점의 사례로 제시된 선행연구와 차별된다. 연구방법은 이론 고찰과 자료 조사, 현장 조사 등을 통해 장성군의 문화를 중심으로 한 도시브랜딩 전략 변천사를 집중 탐색하고, ‘옐로우시티 장성’의 마스터플랜이 진행되는 과정을 도시브랜딩 전략 수립 프로세스를 중심으로 살펴보았다. 연구 결과 ‘옐로우시티 장성’의 브랜드 마케팅 전략은 다방면으로 활발하게 추진되고 있는 반면, 브랜드 아이덴티티 전략의 연계성이 미흡하고 예산과 규모의 한계로 브랜드 평가·모니터링 전략이 부족하였다. 이는 단체장 리더십에 의해 소도시의 브랜드가 좌우되는 경우가 많아 브랜드 전략 수립을 위한 장기적이고 거시적인 로드맵 설정과 지속적인 평가가 어렵고, 사업을 수행하는 기초단위의 집행기관으로서 마케팅 실행 사업이 주를 이루는 환경과 특징에 따른다. 연구를 통해 최근 쇠락해가는 농촌형 소도시의 문제점 해결을 위한 소도시브랜딩 전략의 가능성과 ‘향기나는 옐로우시티 마스터플랜’ 이후 장성군의 도시브랜딩 정책 및 활성화 프로젝트에 참고자료가 될 것으로 기대한다. 본 연구는 소도시브랜딩 전략 관련 선행연구 내용을 전략 수립 프로세스로 재구성하여 종합하였고, 소도시 사례에 총체적, 구체적으로 적용하였다는 점에서 학술적으로 기여할 것으로 기대한다.

Co-build City “SMILE PLACE”- The History and Future of Urban Furniture

Urban furniture, as an element of the city, is closely related to the development of the city. The nature, type, function and form of urban public space change with the development of The Times. The nature, type, function and form of urban furniture also change accordingly. Urban furniture gradually develops from monomer to group, from group to subsystem, and then from subsystem to the large-scale system, which has become an indispensable component and element in the urban system. As an important component of the urban public system, the importance of urban furniture is being gradually amplified, and the systematic construction of urban furniture has become a trend. Its construction level is closely related to urban environmental quality, urban culture, urban brand construction and urban sustainable development. Through the construction of the urban furniture system, the urban space will become a "SMILE PLACE"— Subtle, Maintained, Integrated, Lively and Enjoyable.

Branding Saudi Arabia’s Capital

This paper explores the employment of urban and architectural branding strategies within Riyadh's plan to become a globally recognized city. Within this framework, the text examines Saudi Arabia's Vision 2030 and its spatial impact on the city's urban environment. The paper discusses how mega-events and urban mega-destinations function as branding, place marketing, and placemaking tools to showcase this vision and promote a "new" Saudi Arabia image. The paper also examines in how far globally established values of culture, leisure, greening, wellbeing, connectivity, and quality-of-life are leveraged in the branding process of Riyadh's mega-destinations to communicate a positive image to a transnational class of metropolitan business travelers and tourists, and an affluent, cosmopolitan Saudi middle class. Deliberating this market-oriented methodology's various implications, the paper concludes with a call for a more participatory and inclusive approach to Saudi Arabia's urban branding process to enhance long-term credibility and identification. To achieve the outlined objectives of this paper, the author employed a combination of qualitative methods that included on-site field research, literature reviews, and conversational interviews with various stakeholders that include representatives of involved architectural and urban planning offices, members of the academic community, and citizens of various professions and age groups

CULTURE CREATING CAPITAL OF THE POPULATION AS A STRATEGIC RESOURCE FOR GEOCULTURAL BRANDING OF THE CITY

The article presents the author's vision of the goals, content and main forms of cultural and creative activity of the city population. The concept of the city as a "laboratory of culture" was formed in the domestic humanities back in the early 20th century. In parallel with the ideological and theoretical basis in each Russian city, various forms of cultural creative activity of the citizens were formed and have passed a long way of development. Today, the cities have a rich cultural and creative capital, which should be used in the context of the implementation of perspective strategies for socio-economic development and urban branding. The authors believe that urban communities do not need traditional schemes of marketing and branding of places, but new approaches in the promotion of cultural initiatives and useful products. This can be recognized as a geocultural approach, in which the main accents are made on the mechanisms of involvement of wide sections of the urban population in the format of "laboratory" cultural creative work.

ЛІНГВІСТИЧНІ ОСОБЛИВОСТІ СЛОГАНІВ МІСТ ЯК КОМУНІКАТИВНИХ СКЛАДНИКІВ СУЧАСНОЇ ІСПАНОМОВНОЇ УРБАНІСТИЧНОЇ БРЕНД-КОМУНІКАЦІЇ

The article is devoted to the study of theoretical approaches to defining the essence of the concept of "slogan" as a communicative component of urban brand communication. The author, defining the concept of "slogan", emphasizes the pluralism of opinions regarding the specified definition. The article also considers the typological characteristics, functions and requirements for the structure of the slogan. It was determined that the advertising slogan of the city as a microtext is a small text characterized by content and formal integrity, coherence, completeness, expresses a pragmatic instruction and is subordinate to the function of influencing the addressee. The author investigated the linguistic features of city slogans as communicative components of modern Spanish-language urban brand communication.Personal contribution consists in identifying the use of stylistic devices at different levels: phonetic, lexical-semantic, morphological, syntactical during the study of the slogans of Spanish cities.

Research on the Development Strategy of Liquor Culture Industry in China

Based on the development needs of China liquor industry, this paper comprehensively analyzes the necessity and strategic significance of developing Chinese liquor culture industry. Focusing on industrial integration and cultural communication, this paper proposes an integrated development path from multiple interaction dimensions of the liquor culture with urban brand, regional and traditional culture and global consumption structure. This research result has practical significance to enhance the traditional Chines liquor industry development level and promote the integrated development of primary, secondary and tertiary industries.

Effect of urban high-quality brand resources on economic efficiency

Effect of urban high-quality brand resources on economic efficiency

Историко-художественный потенциал пермского звериного стиля для формирования визуально-эстетического облика пешеходных улиц Перми

The article delivers the results of the author's study of the prospects for forming the design environment of the pedestrian streets of the Perm city based on the geocultural resources of the Perm region. The author concludes that the images of archaic cultures, which–through the artistic power of outstanding figures of literature, architecture, sculpture as well as decorative and applied arts of the 19th ‒ 21st centuries–have been firmly entrenched in the cultural landscape of the city, can be used today to develop projects for the transformation of the visual and aesthetic appearance of pedestrian streets and boulevards. The most important geocultural resource of Perm today is the Permian animal style. Its unique historical images through the cultural activity of citizens get the opportunity to be represented both in the visual aesthetics of the urban public space and in the interior environment, including residential interiors. The development and implementation of creative design projects that form an integral artistic and stylistic ensemble of a pedestrian street in the Permian animal style is seen as a promising creative endeavor in line with the strategy of geocultural branding of the city of Perm. The purpose of the study is to investigate the prospects for the representation of the historical and artistic potential of the Permian animal style in the design of the pedestrian streets of Perm. This goal is achieved through solving the following research objectives: to identify the semantics and symbolism of historical images of the Permian animal style; identify and characterize the existing approaches to the study of the design of pedestrian streets in a modern city; analyze the prevailing in the 20th – 21st centuries practices of representing some plots of the Permian animal style in the street environment of Perm; propose design and artistic solutions for the creation of infrastructure elements of a pedestrian street in the Permian animal style. The methodological basis comprises the concept of geocultural branding of cities and territories (D.N. Zamyatin), cultural, historical, and museum practices of creating and promoting urban brands (M.A. Belyaeva, T.A. Ladygina), artistic and decorative approaches in the design of the urban environment (E.E. Dmitrieva, O.V. Efremova). When writing the article, historicalgenetic, historical-comparative, historical-typological methods were used.

The Role of Eco Cultural Creative Products in the Communication of City Brands and International Images

The growth of the city and the improvement of people's living standard gave birth to brand communication. Under the tide of globalization, cultural & creative industries act on the spread of urban brands, integrating culture and economy, and providing sufficient power for urban development. As an important carrier and core competitiveness of city brand communication, ecological creative industry promotes, supports and develops together. City-based competition has started. As an important element in the competition, city business cards can add cultural added value to the city and promote its development. There are still some problems in the city's brand promotion, which affect the pace of building and spreading the city's brand. The resource advantages of urban cultural & creative industries need to be further explored by various functional departments and scholars to promote the shaping and dissemination of urban brands. Based on this, this paper analyzes the realistic dilemma of eco-cultural creative industries in spreading city brand, and discusses the role of eco-cultural creative products in city brand and international image dissemination.

Urban Culture and City Brand: A Study on Food Experience

Urban culture is the foundation and lifeblood of a city’s sustainable development. A city’s brand is often rooted in its culture, showcasing and then reviving the urban culture. Characteristic and traditional food, as an element that can quickly bring urban culture and its stakeholders closer, may be able to reconcile conflicts in the development of urban culture and city brands. Taking Guangzhou, Guangdong Province, China as a case site, this study for the first time takes food experience as an intermediary variable to construct a structural equation model to empirically examine the influence mechanism of urban cultural cognition on city brand. Research results show that food experience plays a partial intermediary role in urban cultural cognition and city brand identity. This study supplements the research on urban cultural perception and city brand perception and provides suggestions for the revival of urban historical culture and sustainable urban branding practices through characteristic and traditional food.

Socialist Brand: A Conceptual Search for Constructivism

Today’s society is accustomed to living among brands, orienting itself in offers through a strong image created by companies. A high level of globalization and urbanization poses the same condition for cities as the market for goods and services for a company – to be recognizable. Cities with a strong brand are able to attract tangible and intangible assets, as well as to develop in citizens a sense of identity and attachment to the urban space. In times of radical changes, like the October Revolution of 1917, the conceptual understanding of a new brand becomes necessary, since not only the government, but also society as a whole becomes its customer and carrier. Under such conditions, it becomes possible to use the method of architectural and urban branding of the territory, which uses architecture as the basis for its formation. The subject of the article is the study of the basic principles of constructivism in the formation of a new architectural brand of the Soviet era at the time of its inception. Analysis of the texts of theorists and practitioners of architecture allows us to highlight the main conceptual features of the architectural space. Not all projects were destined to come true, however, the modern style proposed by the constructivists began to be perceived inside and outside the USSR as the embodiment of the Soviet brand, the basis of which is labor and the aestheticization of machine production.

Explain the Components of Urban Branding, Emphasizing the Dimensions of Tourism

Currently, change in cities is advancing due to technological advances, information floods, increasing awareness, and raising living standards. Although the development of a city depends on the activation of urban marketing, an important and well-known city stands out as a brand. One of the strategies of urban management in order to progress in the competitive world market is to plan for sustainable urban branding for the city, which introducing the capabilities of the city, the most important factors in achieving economic benefits of urban branding are tourism and physical space. The metropolis of Hamadan has been selected for this purpose, including urban tourism destinations with historical and touristic species and the capital of Iran’s history and civilization. The measurement tool in this study is a questionnaire that will be designed based on the conceptual framework of the research as well as related studies. For this purpose, the components and indicators of urban branding have been identified with emphasis on social, economic, cultural, and physical dimensions and have been used with the opinion of 30 urban experts and specialists and using SPSS25 software analysis at a significant level. It can be concluded that according to the respondents, these variables have a great impact on branding the metropolis of Hamadan.

Urban Planning and Design Under The Strategy of Fusion of Visual Semantic Theory and Urban Cultural Brand Image

Objectives: the city cultural brand image is to excavate from a city’s depth, integrate the city’s history, culture, economic development and other urban planning, and create a new city image under the strategy of city cultural brand image integration. Methods: A good city image is an intangible asset for a city, which can enhance the core competitiveness of the city. Results: Based on the theory of visual semantics and the strategy of urban cultural brand image integration, this paper proposes the overall planning of Nanchang brand design and the application design of urban visual image after the specific analysis of Nanchang. Conclusion: so as to enhance the cultural identity of urban residents and strengthen the economic connection with the city.

Research on Urban Brand Image Design Integrating Regional Culture

Urban brand image essentially reflects the regional culture, revealing the core spirit and culture of the city, and embodies value pursuit and development concept, which shows spiritual symbol of unique distinctive and specific temperament. To enhance the internal cohesion and arouse the cognition of city brand, it is vital to make the city brand known worldwide. We should deeply tap the profound connotation of regional culture, extract elements, strive to create a more attractive city image, and create unique regional culture of an internationally influential brand.

The Bottom-up Place Branding of a Neighborhood: Analyzing a Case of Selective Empowerment

This article analyzes the entanglement of social impacts of bottom-up urban branding processes on local hyperdiverse communities, through an ethnography of a neighborhood of Milan recently named by a group of residents as “NoLo.” Indeed, existing literature has broadly investigated urban rebranding as a tool used by policy makers to foster social change and economic capital, imposing top-down transformations. Nevertheless, a gap in the bottom-up place rebranding processes exists. We inspect it through the aforementioned case study and by combining place branding literature, the loss of place identity and theories on empowerment. Empirically, we analyze the socioeconomic processes and the actors that enabled the rebranding, discussing the positive externalities and the criticalities in terms of marginalization of weaker social groups and cultural hegemony. As for the theory, we contribute to the literature arguing that a bottom-up process is not enough to avoid a loss of place identity, as it can lead to selective empowerment.

도시 브랜드 개성에 대한 관광객 만족도가 재방문의도에 미치는 영향: 중국 하이난성(海南省) 싼야시(三亞市)를 중심으로

This research takes Sanya City, Hainan Province, China as the research object, and explores the relationship between tourists’ satisfaction with city brand personality and revisit intention from the perspective of Chinese tourists. At the same time, it is necessary to analyze whether trust can play a role as a moderating attribute between satisfaction and revisit intention.<BR> This article uses factor analysis, confidence analysis, correlation analysis, multiple regression analysis and other methods to collect data from 322 Chinese tourists. The analysis results show that while city brand personality and satisfaction have a positive effect, city brand personality satisfaction also has a positive effect on the city’s revisit intention. And also trust has a positive effect on the relationship between satisfaction and revisit intention. Based on the above results, we understand tourists’ awareness of city brands, and point out the direction to improve domestic and foreign tourists’ satisfaction and revisit intention in the future. At the same time, it provides a theoretical basis for improving the influence and quality of urban tourism brands and establishing a better urban brand marketing strategy.

Analysing gateway cities at different scales: From global interlinking and regional development to urban branding

AbstractGateway cities connect vast hinterlands to the outside world, being vital for our highly globalised and networked society. Studying them complements the understanding of urban nodes in global networks from the world city literature because it draws attention to the diversity of these nodes and city‐to‐hinterland relations. This article first discusses which features mark gateway cities. Logistics, industrial processing, knowledge generation and perhaps other dimensions of global interlinking should be taken into consideration – in addition to corporate control and corporate services. Second, the article sheds light on the impact of gateway cities upon regional development. Whilst some argue that gateways are a filter to economic gains and thus reduce the prospects of their hinterlands, others suggest that they may serve as engines of growth, transmitting impulses to subordinate locations. The author then elaborates on dynamics at the urban scale. He contends that there is need for research on cities (or organisations from there) as actors that resort to, for example, urban branding to become a gateway or reinforce this status. Research along these lines must also address the dark side of urban branding, most importantly the sharp divide between globalised and sidelined urban districts.

The Effect of Cultural City on Regional Activation through the Consumer Reactions of Urban Service

Many countries have adopted culture policies such as the European Capital of Culture program to revitalize cities. Culture brings economic benefit to a city through creative industries as well as vitalizes cities by allowing excellent workforce to stay in the city. In order to achieve urban growth through culture, appropriate urban policies or services should be implemented. In addition, citizens should recognize the positive brand value of cities as a result of such policies. In this study, we considered the cultural city as one of city branding and studied how the cultural cities’ characteristics, urban services, and the city’s brand value had the effect on regional activation. Online survey was conducted from 18 September to 18 October 2019 with residents residing in Xi’an, China. In total, 345 valid questionnaires were received and analyzed. As a result of this study, the characteristics of the cultural city had positive effects on urban brand value and regional activation. Urban services had positive effects on cultural city characteristics, city brand value, and regional activation. City brand value had a positive effect on regional activation. This study contributes to the study of the cultural city and the field of public service, city brand, culture, and arts. City planners and leaders will be able to use the results of this study to establish city branding and urban revitalization policies through culture.

Algılanan Kent Rekabetçiliğinin Kent Markalaşması Üzerine Etkisi: Düzce İli Ekoturizm Örneği

The purpose of this study; is to examine the relationship between perceived urban competitiveness and urban branding. The research universe constitutes the province of Duzce. In the research, convenience sampling method was selected as sampling strategy. The data were collected via a survey technique. Accordingly, 423 questionnaires were distributed in total and 394 questionnaires were analyzed. Data obtained by using quantitative methods; were analysed via factor, correlation and multiple linear regression analyzes were performed. According to the results of the factor analysis, six dimensions related to perceived urban competitiveness and six dimensions related to urban branding were revealed. Dimensions related to perceived urban competitiveness; advanced factor conditions, specialized factor conditions, demand conditions, relevant and supportive industries, firm strategy-structure and competition and the role of the state. The dimensions of city branding consist of the level of awareness of the city, the attractiveness of the city's physical environment, the level of potential possibilities of the city, the level of vitality of the city, the level of awareness of the local people and the quality level of the city's public facilities. As a result of multiple linear regression analysis; urban competitiveness dimensions (specialized factor conditions, demand conditions and the role of the government) were determined to have a significant impact on urban branding dimensions.

Investigating the effect of Sense of place to the place and quality of green spaces in urban branding (Case study: Tabriz metropolis)

Investigating the effect of Sense of place to the place and quality of green spaces in urban branding (Case study: Tabriz metropolis)