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The Branding of Cities, Exploring City branding case studies of weak and strong cities. The objective of this thesis is to examine city brands This includes cities with. a specific identity and those that do not possess one To further research cities. that have been successful in branding themselves and to contrast those cities. that do not possess strong brands This study also determines what cities need. to focus on in order to survive in the global economy and the effects of glob. alization on cities, This study further explores what strong brands possess and what cities need. in order to brand themselves successfully In defining city brands the follow. ing was included in the case studies History attractions nickname branding. efforts demographics economics and tourism residents visitors the project. ed city brand and in the case of weaker cities problems and suggested solu. In order for a city to be a good brand it must possess defining and distinctive. characteristics that can be readily identified These are functional as well as. non functional qualities These include city appearance people s experience of. the city people s belief in the city what the city stands for and what kind of. people inhabit the city, Studies were divided into the following The Branding of Commercial. Products and Branding of Cities Case studies of New York Paris San. Francisco Rochester Berlin and Charlotte, Well branded case studies were New York Paris and San Francisco. Poorly branded case studies were Rochester and Berlin. Charlotte was a case study of an up and coming city still developing a brand. The successful cities New York Paris and San Francisco had the qualities. that strong brands do and marketed their history quality of place lifestyle. culture diversity and formed cooperative partnerships between city munici. palities and government in order to enhance their infrastructure They were. proactive in their approach, The weaker cities currently in need of a re brand Rochester and Berlin had.
confusing non distinctive brands economic problems and in some cases. negative history Their brands were not identifiable and lacked awareness. The up and coming city brand Charlotte is a good example of a city and a. brand that is still evolving but seems to have a good future as the template 3. the city is using directly relates to strong brand management. There is also evidence that The Creative Class has become a force to be reck. oned with one that cities need to avoid overlooking Richard Florida a. Carnegie Mellon University economist considered an expert in city trends. and forecasting coined the term when he wrote a book in 2002 called The. Rise of the Creative Class What this book and many other sources have writ. ten about since it was published is the idea worker Florida s definition of the. idea worker or creative class is people in science engineering architecture. education arts music and entertainment whose economic function is to create. new ideas new technology and or new creative content. Studies conducted conclude that it is important to attract this class in order to. have a highly educated and open minded city population This class has an. important role in city branding, Municipal Marketing was also explored as one of the solutions for assisting in. city debt promotions and balancing municipal budgets. My research has been compiled from numerous periodicals articles books. press releases archives and e library sources Also included are the verbatim. remarks of Dr Jose Gamez PhD University of North Carolina Charlotte. In conclusion the reader is given information about why cities need to be. branded like commercial products in order to be successful It is possible for a. city to have a brand and an image that evolves into a quality of place This in. turn establishes brand loyalty which is essential to a city s survival It is also. possible for a poorly branded city with the right strategy to turn itself into a. success This cannot be done by branding alone The city needs all of the. other factors outlined in this paper to work simultaneously in order to ensure. a formula for city brand success,Table of Contents. Title Page No,Chapter One Introduction 8, Chapter Two Branding of Commercial Products Branding of Cities 19. Functionality 19,Added Value 21,Sources of Added Value 23. Integration 27, C h a pt e r Thr e e N e w Yo rk A C a s e S t u dy 29.
History 29,Attractions 31,Nickname 31,Branding Efforts 33 5. Demographics 33,Economics and Tourism 35,Economic Impact of September 11th 35. People Residents and Visitors 36,The Projected City Brand 37. C h a p t e r F ou r P a r i s A C a s e S t u d y 39. History 41,Attractions 43,Nickname 44,Branding Efforts 44. Demographics 45,Economics and Tourism 46,People Residents and Visitors 46.
The Projected City Brand 47,Table of Contents continued. Title Page No,Chapter Five San Francisco A Case Study 49. History 49,Attractions 53,Nickname 55,Branding Efforts 56. Demographics 56,Economics and Tourism 57,People Residents and Visitors 58. The Projected City Brand 60,Chapter Six Rochester A Case Study 62.
History 62,Attractions 67,Nickname 68,Branding Efforts 69. Demographics 71,Problems 72,People Residents and Visitors 73. Economics 74,Tourism 75,The Projected City Brand 77. Chapter Seven Berlin A Case Study 79,History 79,Attractions 88. Nickname 90,Branding Efforts 91,Demographics 92,People Residents and Visitors 94.
The Projected City Brand 95,Table of Contents continued. Chapter Eight Charlotte A Case Study 99,History 99. Attractions 104,Nickname 107,Branding Efforts 107,Demographics 109. People Residents and Visitors 112,The Projected City Brand 113. Chapter Nine The Creative Class 115,T h e C re a t i v e C l a s s 115.
Transition from Industry to Service 116,The Death of Cities 117. Outsourcing 118,American Cities vs World 119,Cities Competing for the Creative Class 120. Dissident Voices 121,Diversity and Evolvement 123,Chapter Ten Municipal Marketing 126. Branding Cities Using Corporate Sponsors 126,N e w Yo r k s M u n i c i p a l M a r k e t 127. The Licensing of City Logos 129,Copyright Issues 131.
Conclusion 133, Appendix A Interview with Dr Jose Gamez PhD Architecture 142. Professor University of North Carolina Charlotte,chapter one introduction. The objective of this thesis is to determine the effects of branding cities This. study will explore cities as brands and branding a city properly Good branding. can assist in making cities desirable just as bad branding can assist in making. cities undesirable While some cities have prospered over the years others. have suffered In what way does the city brand make a difference A city. must have good qualities in order to brand itself successfully but a myriad of. factors are involved Cooperative efforts between residents and municipal. government are one of the key factors in determining the branding potential of. a city Weaknesses as well as strengths also will be explored. This study is based on research of historical references demographics cul. tural trends crime economic forecasts political landscape inhabitants or. residents periodicals books and interviews regarding branding as it relates 8. to municipalities This paper further illustrates case studies of three cities. that have positive brand images and continue to experience brand success. two cities that have poor images and are struggling to re create a positive brand. and a newly developing city that does not possess a brand image The Creative. Class and Municipal Marketing are also explored as new methods being utilized. to measure the current market trends of cities,Times Square New York City. Chapter One Introduction, This information is based on a number of sources including books periodicals. live seminars personal experience word of mouth residents advertising and. interviews with economists, There are reasons why people choose particular cities in which to live Certain.
cities are making comebacks even when the industries they were built on have. become obsolete Brands evolve and cities that survive have managed to. evolve Progress and technology have become both friend and foe If you. doubt that a new market for city brands is emerging consider the loyalty a. city can command Strategists and planners are working at a feverish pace to. re brand cities or to brand a city that s never had a strong brand in order to. create a community where people will want to live City planners are spend. ing millions of dollars in brand investing to bring their cities to life or in some 9. instances back to life Volume breeds mediocrity and the sheer scale of. today s cities prevents them from excellence in all but pockets quarters and. precincts 1, San Francisco Golden Gate at Sunset Sausalito New York City Street Place de la Concorde Paris. Chapter One Introduction, If a city is to be considered a brand it must start with a brand s most impor. tant characteristics its fundamental properties, This means that a good city must have the following. Offer attractive employment,Not be unduly expensive in relation to wages. Provide good and affordable housing,Have reasonable public transportation.
Have good schools and recreational cultural attractions. Have a reasonable climate, The way that brands work for a city is how these qualities are projected by word. of mouth public relations and in some cases advertising These attributes must. be based on something substantial The city must be live able There must be. an attraction to individuals 10, Competition for residents has increased substantially among cities This is in. part because of globalization and technology Society now has the choice of. living in one place and working in another because of the Internet laptops. home offices and wireless connections Living in one place but working for. an employer in another state city or country is no longer an idea but a real. ity Living in one particular city if you want to succeed in a certain industry. still exists but is starting to erode People now have the option of being able. to do business anywhere in the world and can decide what is best location. wise to provide them with the most benefits Cities are also giving way to for. eign manufacturing and can no longer bank on their traditional industries as. a means to keep them alive To combat this they need to brand themselves. Chapter One Introduction, as good places to live where a diverse range of technology industry retail. and other attractions can thrive For many cities this could be their last. opportunity to keep current residents and attract new ones. GLOBALIZATION, Globalization has made it easier for newly developing cities to compete with. older more established cities simply because people can live and work. almost anywhere now The impact of September 11th and many disasters. since this have forced people to look closer at quality of life The popular say. ing in the 1980 s that indicated people wanted to have it all has now evolved. into people that have simply had it Contributing to this shift in people s. attitudes translates into what people really want out of a location or place. and what offers the best quality of life not just the best salary In reaction to 11. this shift non traditional cities are attracting good restaurants sports fran. chises conventions entertainment and cultural events which used to be the. domain of the traditional or larger cities Some strategists argue that cities. are what they are not because of location or attractions but because of the. ideas the people that live there create for them This is true in part but. Location or Place Branding is still highly utilized as a form of city branding. There is one certainty however Marketing managers everywhere seem to have. different views on how cities should be branded City Planners think they. understand their city brand but more often it is an enigma Planners discov. er they cannot really define their city brand but few are willing to admit it and. if you can t define your own brand no one else is likely to either. Chapter One Introduction, The concept of branding the idea that one product is made more valuable.
has more equity than an alternative because it is attached to a recognizable. name and promise of authenticity began about 200 years ago when Josiah. Wedgwood realized that stamping his name on his pottery and naming his. dinnerware after English nobility made it more desirable Fast forward to the. 1930s when Procter Gamble s Neil McElroy the company s promotion. department manager developed the P G brand management system an. organizational structure that assigned groups of people to handle specific. marketing strategies for competing brands, By the 1970s and 80s brand manager was a coveted job title for the typical. business school graduate and by the mid 1990s branding began to be applied. not just to products but to the retailers that sell them with names like 12. Victoria s Secret and Bath Body Works What has happened since the turn. of the millennium is that everyone else is discovering branding says Roger. Blackwell a marketing professor at the Fisher College of Business at Ohio. The Branding of Cities Exploring City branding case studies of weak and strong cities The objective of this thesis is to examine city brands This includes cities with a specific identity and those that do not possess one To further research cities that have been successful in branding themselves and to contrast those cities that do not possess strong brands This study also determines

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