10. Successes and Failures in City Branding Policies

  1. Sako Musterd4 and
  2. Zoltán Kovács5
  1. Montserrat Pareja-Eastaway1,
  2. Caroline Chapain2 and
  3. Silvia Mugnano3

Published Online: 5 MAR 2013

DOI: 10.1002/9781118554579.ch10

Place-making and Policies for Competitive Cities

Place-making and Policies for Competitive Cities

How to Cite

Pareja-Eastaway, M., Chapain, C. and Mugnano, S. (2013) Successes and Failures in City Branding Policies, in Place-making and Policies for Competitive Cities (eds S. Musterd and Z. Kovács), John Wiley & Sons, Oxford. doi: 10.1002/9781118554579.ch10

Editor Information

  1. 4

    Centre for Urban Studies, University of Amsterdam, The Netherlands

  2. 5

    Institute of Geography, Hungarian Academy of Sciences, Budapest, Hungary

Author Information

  1. 1

    Faculty of Economics and Business, University of Barcelona, Spain

  2. 2

    Birmingham Business School, University of Birmingham, UK

  3. 3

    Department of Sociology and Social Research, University of Milan Bicocca, Italy

Publication History

  1. Published Online: 5 MAR 2013
  2. Published Print: 28 MAY 2013

ISBN Information

Print ISBN: 9780470675038

Online ISBN: 9781118554579

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Keywords:

  • city images;
  • place branding;
  • urban marketing strategy

Summary

Images of cities play an ever-increasing role in urban competitiveness. The image of a place is an essential element in the attraction of new economic activities. If the image is good, policy-makers of cities and city-regions may decide to support and maintain, perhaps even strengthen, that image by continuous branding campaigns, even though they are not absolutely required in the short run. However, when the image is not optimal, robust branding campaigns seem to be indispensable. The aim of this chapter is to identify and evaluate the main aspects that contribute to a successful city branding exercise – taking into consideration the difficulties associated with measuring the ‘success’ of this type of strategy – as well as the challenges that this type of exercise may encounter.