Place Marketing, city branding

Landmarks are developed with a specific name, form, thematic references and concept. Public discourses negotiate the references of each landmark. In the process, the landmark is represented in various media, including merchandise and other en-passant-media. Due to this, the same landmark signifies different meanings in different representations. These develop their own communicative contexts and reference frames, with all of them referring back to the landmark itself. The meanings construct and negotiate not only the symbolic value and reference frame of each landmark, but also influence related place-­-images and the role of individual topics or objects in culture(s). The canonisation of landmarks and their appropriation by different social groups that create different readings and uses of the same geographical spaces is discussed in this paper focussing on the example of The Angel of the North.

Le présent article offre un aperçu systématique et complet de la littérature scientifique dédiée au domaine d’étude du marketing territorial et du branding territorial. 1172 contributions publiées entre 1976 et 2016 dans 98 revues différentes y sont analysées à l’aide d’un classement méticuleux dans des catégories et sous-catégories en fonction de l’approche disciplinaire, de la méthode utilisée et de la perspective adoptée.

Globalisation is dramatically changing the context of urban communities and the premises for urban development policy. In the context of global intercity competition, cities' major goal is to increase their competitiveness, in which the positioning and attractiveness of a city have a critical function. Attraction-oriented development strategies aim at effective absorption of external resources from the global space of flows. At the core of attraction strategy are business promotion activities with appealing incentives, but it is assumed that such a competition is risky and may lead to a race to the bottom. Therefore the emphasis is increasingly on less costly and more synergistic city marketing, which utilises city branding and “city profiling” that aim at attract high value-adding services or high-tech firms. This paper proposes a city attraction hypothesis that states that global intercity competition is essentially about a city's ability to attract the highest possible value from global flows of values in order to promote urban development. The result of such a global intercity competition determines cities' functions and positions in the global division of labour and thus in the global urban hierarchy, and ultimately determines their ability to increase prosperity and welfare in urban communities.

This article discusses the possibility of sustainability development through process of enhancing the image of Binjai City. The city itself is presented as an agent of change for the better as providing an environment conducive to the nurture and promotion for investors. The Binjai City promotes the selling point of prescribed set of normative values harmonize interact society for improving local competitiveness. This paper have two main purposes as follows: (1) to obtain expectations of the community as a basis for positioning City Branding at Binjai; (2) to get an idea of Branding Binjai City in accordance with the characteristics of the market town of Binjai  City in support of local competitiveness. Using descriptive qualitative approach, unique dataset collections is modelled. The analysis finds support for City Brand contributes positive local competitiveness of the city region able to attract investors, tourists, or residents for visiting Binjai. This study illustrates investors’ friendly of Binjai City with strategic investment, beautiful and unique environment, a mix of city and village with a safe and comfortable atmospheres. There are some slogans for Binjau City, namely: "Beautiful Binjai, Beautiful Moment"; "Beautiful Binjai, Be Healthy", or "Delicious Rambutan, only in Binjai".

Category: Public Policy and Economics Studies
Keywords: City Branding, Local Competitiveness, Binjai City, Economic Development

Se trata del primer libro-manual de Audio Branding escrito en idioma español. En este caso el libro describe el estado del arte disponible a nivel mundial sobre el tema y brinda un acercamiento a la realidad sobre el mismo en el contexto latinoamericano, específicamente el colombiano

Nota: versión impresa disponible en el link adjunto

The paper explores the intersection between tourism, commodification and local identity which I excavate from the glorification of the French Quarter in New Orleans as the
most rampant touristic zone. The glorification is continually contested; this contestability illustrates one of the ways that the significance of tourism is both nurtured and rejuvenated.
After the Katrina disaster, the city was re-invented again to accommodate the increasingly international demand for aesthetics.

To regain the tourism industry as an economic base, the city collaborates with the Tourism marketing organizations in aiming at the packaged images of New Orleans reflecting the aesthetic tastes of postmodern societies. It comes with its fragmented palimpsest of past time and distant spaces, with its commodified ethnic cultures and its gentrified local
neighborhood. In this paper, I also stress the urban branding practices that boost the promotion of the touristic culture which eventually leads to the emergence of style as local
identity and consumption. The selling of New Orleans´ local identity in a particular tourist precinct becomes part of a sophisticated commodification of everyday life.

W niniejszym artykule poruszona została problematyka związana z promotion mix w odniesieniu do strategii promocji miasta. Na wstępie scharakteryzowane zostały teoretyczne aspekty promotion mix oraz zaprezentowane zostało jego umiejscowienie w klasycznej kompozycji marketingowej. Następnie, przedstawiono podstawowy zestaw elementów promotion mix, rozpisany na poszczególne narzędzia,  dla Szklarskiej Poręby wykorzystany w strategii promocji tego miasta. Z uwagi na uniwersalny charakter większości wyszczególnionych elementów, mogą one zostać wykorzystane w przypadku działań promocyjnych innych miast. Zaprezentowano również przykładowe wady i zalety promotion mix, które mogą okazać się istotne w kontekście stosowania tej kompozycji środków w strategii promocji miasta.

This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszów Mazowiecki in Poland.

This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economics.

Citation, reference:

Raszkowski A., The Importance of City Image in Socio-Economic Development, „Nierówności społeczne a wzrost gospodarczy”, zeszyt 29. Wydawnictwo Uniwersytetu Rzeszowskiego 2012 r., s. 335 – 344.

The article discusses selected problems referring to the role of image in the context of city social and economic development. Its initial part presents theoretical aspects of city image placing particular emphasis on its definition, listing the addressees of activities related to city image creation and characterizing the important functions played by the city image. Next, the role of image in socio-economic city development is discussed from the perspective of strengthening its investment attractiveness, as well as the dimensions of investment advantages, including the key role of image, are presented. Positive impact of image, on the selected spheres of city functioning, is also discussed and supplemented by broader characteristics of its influence on the social sphere.

W opracowaniu poruszona została problematyka wybranych aspektów orientacji marketingowej jednostek terytorialnych, która stanowi jeden z etapów zmiany orientacji tych jednostek w odniesieniu do rynku. W ramach wprowadzenia przedstawiono kilka kluczowych elementów odnoszących się do marketingowej koncepcji jednostek terytorialnych. W dalszej części scharakteryzowano przesłanki przemawiających za wzrostem zainteresowania orientacją marketingową jednostek terytorialnych. Poruszono również zagadnienia jakości życia społeczności oraz procesu promocji, będącego jednym z elementów terytorialnej kompozycji marketingowej. Następnie zaprezentowano elementy kształtujące, dynamizujące rozwój orientacji marketingowej, na przykładzie kreatywności, przywództwa oraz strategii rozwoju terytorialnego.

This seminar examines six Wellington tourism films released from the late 1990s until 2017: Send Yourself to Wellington (1999), Have a Love Affair with Wellington (2005), Spoil Yourself in Wellington (2008), It’s Never Just a Weekend When It’s in Wellington (2014), the Vampire Guide to Vellington (2014) and the LookSee (2017) series. It aims to shed light on the contemporary production dynamics of Wellington tourism films as well as on the recent formal, stylistic and narrative tendencies in the representation of New Zealand’s capital city. It argues that Wellington tourism marketing institutions have been telling a single story about the city over the last twenty-five years. Such coherent noeoliberal has been informing a great portion of the overall Wellington tourism film production. In order to ‘get people into the shop’ this one story has been manufactured and used as a promotional tool in an age characterised by the marketing and ‘commodification’ of culture and creativity, by place-branding as core tourism marketing strategies and by the increasing involvement of the private sector in the national tourism industry.

This thesis explores the case of the contemporary re- establishment of the Swedish East India Company (SOIC) and the project of building the ‘Götheborg III’, a full scale replica of a ship that was in the service of the original Company in the 18th century. The Götheborg III is used to promote Sweden and the city of Gothenburg throughout the world. What is being studied more specifically is the story that the present- day edition of the Company has formulated in relation to their project, using the concept of Place Branding and a theoretical model developed by George Ritzer, which includes the concepts Glocalization and Grobalization, to do so. A qualitative text analysis has been performed on documents that present the SOIC’s own story of the organization and their project. The theoretical concepts are used to understand what elements the story is made up of, why this is so and what the specific case can say about Globalization in a wider sense. The results and analysis show that the theoretical concepts can be advantageously used to gain insights about the specific case and serves to highlight important and inherent complexities in contemporary Globalization.

"The title of European Capital of Culture brings an opportunity for physical and symbolic transformation of designated cities and it is increasingly accompanied by urban marketing strategies that exceed the duration of the events programme. Not only does the designation have a positive effect on citizens pride and media coverage, but it is also seen as a means of attracting inward investment and increasing the number of visitors. Nominated cities also take advantage of some of these benefits. Such approaches also involve a political economy in which the concepts of culture and creativity have come to assume a central role.
This paper presents a review and critical appraisal of the variety of urban transformations involved through selected case studies. In this competition, cities put culture at the heart of regeneration and become a centre of entertainment and exhibition, where, according to Urry and McCannell, there is almost no limit for a city to transform all its social, historic and natural elements into attractions. This process implies the construction of a number of cultural facilities and projects, it also involves the restoration of historic monuments and the regeneration of run-down neighbourhoods including historic cities, the waterfront or former industrial sites."

"La presente comunicación responde a la pregunta de quién está detrás de la cultura desde la segunda mirada propuesta: “analizar de forma crítica las políticas institucionales en materia de cultura”, y dentro de ella se centra en la cuestión de cómo se construye la ciudad-marca.
Málaga posee una identidad de ciudad a partir de la selección de elementos de su propio patrimonio, sin embargo, para atraer el turismo cultural necesita crear una nueva identidad, resultado de la simplificación de la asumida previamente, en función de la demanda externa.
Este proceso de simplificación se plasma en la ciudad histórica mediante la rehabilitación de edificios emblemáticos, la adecuación del espacio urbano y la transformación de usos para a dar servicio al usuario turístico, que tiene unas necesidades y una imagen prefijada de la ciudad a la que hay que dar respuesta.
Imagen, por otro lado, dirigida desde las propias políticas turísticas.
El turismo impacta en el casco antiguo de diferentes formas: como fuente de riqueza, incidiendo en el patrimonio histórico con riesgo de producirse un proceso de musealización, en la pérdida de funcionalidad y en la percepción de la sociedad que lo habita y lo vive.
Se estudian las características de los elementos que conforman el sistema turístico: visitantes, agentes, sistemas de transporte y destino turístico; así como las peculiaridades de la denominada “ciudad histórico-turística” malacitana: los alojamientos, el comercio, los eventos y la escena urbana."

Most studies of city branding are written from a marketing or management perspective. This book is different, as the micro-management issues of city branding are discussed within a broader macro-theoretical or structural context while analysing questions from the point of view of local economic development and industrial policy.

Conceptual tools are provided to assist branding in global inter-city competition. But the text is not just a toolkit for city marketing, but a theoretically oriented description of the preconditions and means of economic city profiling and restructuring on a highly competitive global scene.

In this sense the book is theoretically oriented and contextual, and it approaches the branding challenge from the point of view of urban political economy, as reflected in the concept of the informational city, the growth machine thesis and the world city hypothesis.

The tourist activity in the historic city involves a spatial and patrimonial selection process around a few attractive aspects for potential visitors. These elements can be material, such as hsitoric or contemporary architecture, or immaterial, like ways of life or
the association with an important figure. As Urry and McCannell point out, there are almost no limits for a place to transform all its social, historic and natural elements into tourist attractions. In the case of Malaga, the relationship between the city and Picasso
is seen as an advantage since the last few years. The goal of the research is to analyze the process that makes possible this association to be omnipresent. Thus, the different proposals of the applied policies have been considered and a site based work has been carried out to study which references to the painter have a residents’ function and which of them have a visitor’s utility.

W opracowaniu podjęto próbę wskazania na wybrane czynniki sukcesu strategii promocji miasta w rozróżnieniu na fazę tworzenia oraz implementacji strategii. Na wstępie scharakteryzowano przesłanki opracowywania strategii promocji w odniesieni do roli promocji w rozwoju społeczno – ekonomicznym współczesnych miast. W dalszej części przedstawiony został uproszczony schemat powstawania strategii promocji miasta. Rdzeń merytoryczny artykułu stanowi charakterystyka czynników sukcesu strategii wśród których, w fazie tworzenia, znalazły się: kompleksowa analiza społeczno – ekonomiczna, konsensus społeczności lokalnej, właściwe określenie celów i kierunków działań promocyjnych, przywództwo i zaangażowanie władz lokalnych. W fazie implementacji scharakteryzowano: system zarzadzania procesem implementacji strategii, dobór narzędzi do realizacji celów strategicznych, efektywny monitoring i ewaluację, alternatywne plany działania niwelujące potencjalne ryzyka.

Only in Italy there are over 1700 locations used by the cinema (examples par excellence: The Postman with Procida and Salina; The Passion with Matera; Il Ciclone shots in Tuscany; Stealing beauty shows the wonder of Sienese countryside; Il commissario Montalbano in Porto Empedocle, Mulino Bianco advertising with the mill in Chiusdino Siena, without forgetting the examples of Roman Holiday or August Vacation and some Italian comedies recorded in different parts of Italy and the world, then become obligatory destinations). To deal with the performance of the film tourism in Italy there is the Cultural Association Movie Art and Music with the "Cinema and Territory" project.

New Urban Management discusses how the logic of economic flows poses a challenge to local governments throughout the world. The book argues that the increased fluidity in economic life must have its reflection in local economic development policy. The analysis begins with the idea of space of flows, but this goes much further than available literature in urban political analysis. The starting point is the observation that metropolitan governments' ability to maintain their economic vitality depends on their ability to attract flows of values through their assets. Such assets are, however, symbolic rather than physical, which implies the relevance of city branding. On that basis, this book builds a coherent picture of how flow analysis can be utilised in brand-oriented economic development policy.

Cities have become important actors on the global scene. Metropolitan governments are ‘glocal’ players sharpening their global influence strategy and improving the management of their brand. International city branding has its undeniable challenges, however. One of them is the fact that cities must utilize their collective symbolic capital—the resources and influence afforded to them through a perceived value—in an increasingly decentralized, fluid, and media-shaped environment. This implies weak control over ones’ brand. In this paper I take a closer look at how branding can benefit local economic development and how to cope with the many factors that wrest control of the brand from its masters.

Zehn Jahre "Route der Industriekultur" verdeutlichen vor allem die Reduktion der Geschichte auf 200 Jahre Montangeschichte, die im Großen und Ganzen als abgeschlossen gilt-obwohl sie es nicht ist. Diese Vergangenheit wird dabei nicht historisiert, sondern als kulturelles Erbe mythisiert: Industriekultur wird als die "Leitkultur" der Region gesehen. Ausgewählte Aspekte der montan-industriellen Vergangenheit werden zur Steigerung und Sicherung des Erlebniswerts inszeniert, die industriegeschichtliche Vergangenheit der Region aber wird kaum für die breite Öffentlichkeit wahrnehmbar historisch kritisch bearbeitet und dokumentiert. Die gebaute Umwelt wird in der Wahrnehmung von bestimmten Bauten dominiert. Durch Denkmalpflege soll der Gesellschaft der Blick auf die besonderen und prägenden Elemente ihrer Umwelt und die Bezugnahme der Gegenwart auf die Vergangenheit, die Erkenntnis von Veränderungsprozessen ihres Umfelds ermöglicht werden. Für den Erhalt der meisten stillgelegten Industrieanlagen wird dabei argumentiert, daß sie geschichtlich für die örtliche und auch regionale Identität wesentlich seien. Dabei steht der Anverwandlung dieser Relikte an die Gegenwart ein Überangebot von ehemaligen Industriestätten gegenüber-die Ensembles, Halden und auch Brachflächen bestimmen schon aufgrund ihrer Menge das Stadtbild. Andere Elemente der örtlichen und regionalen Vergangenheit sind wesentlich unauffälliger und werden nur wenig betont. Daher ist es auch nicht verwunderlich, dass vor allem die Altindustrie in den Medien auftaucht, denn Medien erzählen mit Vereinfachungen und knüpfen an Stereotypen und bereits Bekanntem an: Sie brauchen leicht zu erkennende Bilder, die finden sie in einer Auswahl von altindustriellen Ansichten, die sich im Prozess konsolidiert. Sie wird durch ihre Medienpräsenz zum industriekulturellen Kanon, in dem z.B. die Zeche Zollverein (auch als ein Hauptpunkt der Route der Industriekultur) besonders betont wird. Die Zusammenhänge, in die die Anlage gestellt wird, sind in der Darstellung entsprechend stereotyp: So wird Zollvereins Schacht 12 als Modell der Firma Trix für Modelleisenbahnanlagen angeboten. Aus allen Zechenanlagen, die als Vorbild hätten genommen werden können, wird ausgerechnet diese architektonisch und historisch sehr spezielle ausgewählt. Die als Landmarken inszenierten Industrieanlagen stellen eine zu Kunstwerken erhobene Auswahl aus der noch erhaltenen Industriebebauung dar, deren Gestaltung und Inszenierung nur in verklärender Reduktion an das Industriezeitalter erinnert. Bei der Sicht auf die Region und einzelne Landmarken ist es sinnvoll, zwischen den Perspektiven von Stadtplanern und Politikern und der der breiten Bevölkerung zu unterscheiden. Während die lokale Bevölkerung, vor allem in der direkten Nachbarschaft, der Umnutzung von Landmarken oft recht skeptisch gegenübersteht, erhoffen sich Planer und Politiker von diesen mindestens "Impulse" und "nachhaltige Wirtschaftsentwicklung" für die Standorte. Da das Image von Orten ein wesentlicher Standortfaktor ist, können Entwicklungsprojekte Ikonen in der Image-Bildung von Städten sein: Das neue Bild der jeweiligen Stadt wird anhand des zentral verwerteten Flaggschiffs aufgebaut und nach außen kommuniziert. Die Nutzbarkeit der entsprechenden Entwicklungen vor allem für Abbildungen ist hierbei von zentraler Bedeutung. Flaggschiffe müssen inszeniert und von der Öffentlichkeit gelesen werden, damit der dazugehörige Ort mitgetragen werden kann. Stadtmarketing wird durch die Bilder von Kulturstandorten und entsprechenden Angeboten dominiert. Dass die Angebote der Städte wesentlich mehr umfassen müssen, um belebt werden zu können, liegt auf der Hand. Im Falle Essens wären z.B. Domschatz und Klosterschatz Werden deutlicher

Today, most scientists who investigate the issues of place branding, consider the process of formation and brand management from the point of view of tourism, marketing and interaction with stakeholders (communication aspect). The article is accentuates attention on the expediency of consideration the specifi c and concept of the city brand in the field of public administration, since local authorities function as public authorities, whereby it becomes possible the formation of city brand and implementation its development strategy. The author identifies the factors that infl uence on the formation, management and implementation of city brand.

На сьогоднішній день більшість науковців, які досліджують питання місцевого брендингу, розглядають процеси формування та управління брендом міста переважно зі сторони туризму, маркетингу та взаємодії із зацікавленими сторонами (комунікаційний аспект). У статті закцентовано увагу на доцільність розгляду специфіки та поняття бренду міста у площині публічного управління, оскільки саме органи місцевої влади виконують функцію публічної влади, за допомогою якої стає можливим формування бренду міста та впровадження стратегії його розвитку. Визначено фактори, що впливають на формування, управління та впровадження бренду міста.

На сегодняшний день большинство учёных, которые исследуют вопросы местного брендинга, рассматривают процессы формирования и управления брендом города преимущественно со стороны туризма, маркетинга и взаимодействия с заинтересованными сторонами (коммуникационный аспект). В статье сакцентировано внимание на целесообразности рассмотрения специфики и понятия бренда города в плоскости публичного управления, поскольку именно местные власти выполняют функцию публичной власти, с помощью которой становится возможным формирование бренда города и внедрение стратегии его развития. Определены факторы, которые влияют на формирование, управление и внедрение бренда города.

Obecnie większość naukowców, którzy badają kwestie marki lokalnej, rozważają proces tworzenia i zarządzania marką w takich sferach jak: turystyka, marketing i współpraca z interesariuszami (aspekt komunikacyjny). W artykule zwrócono uwagę na wykonalność i specyfi czną koncepcję marki miasta w płaszczyźnie administracji publiczne oraz jak samorząd tworzy markę miasta i realizuje swoją strategię rozwoju. Opisano czynniki, które wpływają na tworzenie, zarządzanie i wdrażanie marki miasta.

O presente artigo busca apresentar a eficiência do city marketing quando adotado por meio de estratégias do webmarketing associadas a linguagem transmidia. Para isso, realizamos uma análise das ações realizadas pela Prefeitura de Curitiba por meio de publicações online e promoção de ações e produtos com a finalidade de consolidar a imagem competitiva e os valores do município para os públicos-alvo interno e externo. O trabalho de análise é fundamentado em conceitos teóricos de estudos e artigos envolvendo os temas, além da observação de ações e dados de mensuração sobre a experiência das ações desenvolvidas pela equipe de comunicação da Prefeitura de Curitiba.

Citation:
Raszkowski A., Culture-based creativity in relation to enterprise development strategies, [in:] Biniek K., Winnicki T., (eds), Academic Coordination Centre and Technology Transfer in Euroregion Neisse-Nisa-Nysa, Karkonosze College in Jelenia Góra, Jelenia Góra 2014.

This paper addresses the issues related to culture-based creativity in respect of the operation of economic operators, using the example of enterprise development strategies. At the beginning, an attempt is made to define culture-based creativity, with particular regard to the analysis of its constituents (such as artistic skills, lateral thinking skills and a favourable environment). Further, this paper presents selected areas of the positive impact of culture-based creativity on the creation and implementation of the development strategies of economic operators. The impact of culture-based creativity in the areas of innovative products and services, human resources, business communications and brand marketing is discussed.