City Branding: Theory and Cases by K. Dinnie

By K. Dinnie

The perform of urban branding is being followed via expanding numbers of urban specialists world wide and it really is having an immediate influence on private and non-private quarter perform. the writer captures this rising phenomenon in a fashion that blends a high-quality theoretical and conceptual underpinning including correct genuine existence situations.

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Extra resources for City Branding: Theory and Cases

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How can the current activities that have major current economic value be balanced against those activities that represent a degree of distinctiveness and could be developed further? Answers to these questions should determine what changes need to be made to tax codes, incentive plans, infrastructural development, privatepublic partnerships, and so on. The activity must also be communicated to the relevant target groups. In many city administrations, the brand communications role is misunderstood.

Foreign Policy magazine and A. T. Kearney’s Global City 2008 Index rates business activity, human capital, information exchange, cultural experience, and political engagement, and Toronto ranked tenth after cities like New York, London, Paris, Hong Kong, Los Angeles, and Seoul. Toronto’s business base The financial, insurance, and real estate sector is estimated, at around 26 per cent, to be the largest GDP contributor to the Toronto region. Toronto has approximately 250,000 highly skilled employees, and many of the corporate global players are headquartered there: three of the world’s 25 largest banks and all of Canada’s five largest; two of the largest ten global life insurers; three of the top 50 global pension funds; 38 foreign bank subsidiaries; and 119 securities firms.

In many city administrations, the brand communications role is misunderstood. These misunderstandings take many forms. For example, brand communications is often seen as a marketing communications role only, separate from the main strategy/brand activity. Likewise, brand communications is frequently viewed as a series of separate activities depending on the organizational silo and specific target group. While any brand’s communication should be tailored to deliver target group-specific, benefit-based communication, the essence of the brand must be consistent and clear.

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