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Towards Effective Place Brand Management

Branding European Cities and Regions

Edited by

Gregory Ashworth

Professor of Heritage Planning and Urban Tourism, University of Groningen, the Netherlands

Mihalis Kavaratzis

Associate Professor of Marketing and Tourism, International Business School ~ Budapest, Hungary

Edward Elgar

Cheltenham, UK • Northampton, MA, USA

© Gregory Ashworth and Mihalis Kavaratzis 2010

Contents

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical or photocopying, recording, or otherwise without the prior permission of the publisher.

Published by

Edward Elgar Publishing Limited

The Lypiatts

15 Lansdown Road

Cheltenham

Glos GL50 2JA

UK

Edward Elgar Publishing, Inc. William Pratt House 9 Dewey Court Northampton Massachusetts 01060 USA

A catalogue record for this book is available from the British Library

Library of Congress Control Number: 2009941148

List of figures vii

List of tables viii

List of contributors ix

1. Place branding: where do we stand? 1 Mihalis Kavaratzis and Gregory Ashworth

2. Place branding theory: a cross-domain literature review

from a marketing perspective 15

Graham Hankinson

3. Is corporate branding relevant to places? 36 Mihalis Kavaratzis

4. Place marketing, local identity and branding cultural images

in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus 49

Alex Dejfner and Theodore Metaxas

5. Branding Madrid: from 'Madrid Global' to 'global Madrid' 69 Maria Cristina Mateo and Gildo Seisdedos

6. Managing Otherness: the political economy of place images

in the case of Tuscany 89

Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli

7. Place-making or place branding? Case studies of Catalonia

and Wales 116

Assumpcio Huertas Roig, Annette Pritchard and Nigel Morgan

8. Branding Aalborg: building community or selling place? 136 Anette Therkelsen, Henrik Halkier and Ole B. Jensen

9. Mind the gap: reputation, identity and regeneration in post-industrial cities 156 Myfanwy Trueman, Nelarine Cornelius,

Mirza Mohammed AH Baig and Joyce Liddle

10. The 'be Berlin' campaign: old wine in new bottles or

innovative form of participatory place branding? 173

Claire Colomb and Ares Kalandides

11. Place satisfaction of city residents: findings and implications

for city branding 191

Andrea Insch and Magdalena Florek

Printed and bound by MPG Books Group, UK

VI

Towards effective place brand management

12. Semiotics and place branding: the influence of the built and

natural environment in city logos

Gary Warnaby and Dominic Medway

13. Personality association as an instrument of place branding:

possibilities and pitfalls

Gregory Ashworth

14. Conclusion: in search of effective place brand management

Gregory Ashworth and Mihalis Kavaratzis

References Index

240 269

Figures

2.1 Place branding: a multi-dimensional framework 28

1. Factors that contribute to the accomplishment of the vision 60

2. Degree of implementation of promotional policies in

relation to the city/place branding image 65

1. Madrid Global organisational chart 79

2. Madrid 2016 logo 81

3. Open Cities logo 84

1. Image, expectations and feedback mechanisms 92

2. The Province of Grosseto in Italy and Tuscany 98

3. The statue of the buttero 102

4. Mayor A. Antichi 104

5. The'Canapone' 106

6. Promotion images of Tuscany 1 113

7. Promotion images of Tuscany 2 114

1. The logotypes and flags of Wales and Catalonia 124

2. Illustration of the Catalonia brand created using the Visone program 125

3. Illustration of the Wales brand created using the Visone program 126

4. Illustration of the Great Britain brand using the Visone program 127

5. Illustration of the Cardiff brand using the Visone program 129

6. Illustration of the Spain brand using the Visone program 130

7. Illustration of the Barcelona brand using the Visone program 132

1. The place branding triad 141

2. Place branding actors and processes 143

3. Branding Aalborg - logo and merchandise 146

1. The American Customer Satisfaction Index (ACSI, 2008) 195

2. Working model of resident place satisfaction 196

Greenwich Council logo 216

Innsbruck Tourismus logo 216

Sudtirollogo 216

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