Entrepreneurship und Tourismus
2. Aufl. 2016
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“We were acutely aware that developing a brand
with an advertising agency in a smoke-filled room
really wasn’t the way of doing it.”
Scott Taylor, Chief Executive, Glasgow City Marketing Bureau
The Scotsman, 29 June, 2015
1. City branding: definition and historical context
City branding has been defined elsewhere by the author as:
The application of branding as a management discipline to the marketing of towns and cities, so as to provide an overarching framework of urban imagery and messages within which specific residential and external audiences may be more effectively addressed through targeted marketing and sales activities; the external audiences in question are typically those of tourism, inward investment, potential occupiers of property, and prospective students (Heeley, 2015, p.p. 343–344).
Defined in this way, city branding is an engineered product (the brand platform) which is implemented through a sequential four-stage process: 1) the decision to brand; 2) the planning and design of the brand platform in terms of logo, typeface, slogan(s), colours, language, signature shots and style guide; 3) brand launch; and 4) brand implementation centring on applications and adoption (H...