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City Branding II by Joshua Smitth
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City Branding II |
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Business,Travel & Tourism
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The concept of City Branding is defined as a set of activities designed to convert a city from a location to a destination, expecting to attract investment and consumer interest achieving economic development. The City Branding is based on a strategic approach to public relations and communication of a city stating that the change of the image is a continuous, holistic, interactive and large-scale process, which ultimately requires much more than a quick change in the slogan or logo. In other words, City Branding is not simply to create new labels or logos but to consolidate and disseminate the key features of a unique and separate identity through a well-organized and structured Brand Name, using a mix of communication and marketing techniques. The City Branding is different from the corporate branding and product branding. A positive city identity can keep people's interest to the city, even when it goes through difficult times and can “force” others to help us even without expectations. A positive identity motivates investors and companies who hesitate, not to abandon the city when problems appear and the competition gets tough. In addition, it helps people to embrace the soul of the city and become friends with it, not just customers. It is not enough for a city to have an identity that attracts tourists. Cities should have an identity that “fits” in different markets and customers in order to have the same reputation to all. A city should not have a different reputation for students and for entrepreneurs because students can become entrepreneurs and entrepreneurs can begin a new course of study. It is needed a story that aims at all markets, not just an advertising campaign in a single market. A great example for City Branding is the competition between cities that want to host the Olympic Games or the sport events of World Cups. The identity and the history of the cities which submit their applications is an important part of communication. The issue is whether cities manage to align their identity with that of sporting events. The cities that win prove that they can effectively highlight the common values, aspirations, concerns and priorities of the event with the organizers.
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