City Branding: Theory and Cases by K. Dinnie

By K. Dinnie

The perform of urban branding is being followed by way of expanding numbers of urban gurus all over the world and it really is having an instantaneous effect on private and non-private quarter perform. the writer captures this rising phenomenon in a manner that blends an outstanding theoretical and conceptual underpinning including proper actual existence circumstances.

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1999), as it has the potential to enhance or harm the city brand (Insch and Florek, 2008). RESIDENT SATISFACTION – THE ULTIMATE OUTCOME OF CITY BRANDING In addition to the economic benefits of living in cities, individuals derive social and emotional costs and benefits from city life. To attract and retain valued residents, city policy makers and planners must therefore enhance residents’ everyday experiences to encourage their long-term commitment. , 2008). This list may differ depending on an individual’s previous experiences that have shaped their expectations, motivations and attitudes towards the place.

To do this, it needs to be seen as a suitable destination for risk-acceptable return, requiring the fact and reputation of an attractive brand. The phrase ‘New York run by the Swiss’ captured the dynamic, businessoriented North American orientation of the city combined with the Swiss sense of reserve and respect for order and privacy. In terms of effective brand communications, the Toronto picture is no less positive. Despite all the positive rankings, Toronto is in danger of losing its attractiveness for business due to stiff competition.

The city of Seoul has been particularly conscious of the need to integrate sustainability into the fabric of its city branding strategy (Chapter 26). Keith Dinnie SUMMARY City branding theory is still in an emergent phase. Over recent years, there has been an increase in the amount of scholarly research published in the domain of city branding. This rise in interest can be expected to continue over the coming years as the competition between cities intensifies for talent attraction, tourism promotion, the hosting of sporting and cultural events, investment attraction, and the many other goals that cities set out to achieve in their quest for urban development and regeneration.

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