City Brand Partnerships

Sicco van Gelder

Chapter Chapter 5 in City Branding, 2011, pp 36-44 from Palgrave Macmillan

Abstract: Abstract For a city brand to be effective it needs to represent all of its key stakeholders and it needs to remain viable and relevant over time. City branding is different from traditional location and destination marketing and investment promotion in that it drives and inspires consistent and on-brand behavior by all of its stakeholders, rather than just those organizations responsible for sending out marketing messages – messages which may or may not be supported by the reality of the place. Engaging and connecting key stakeholders in the development and implementation of a city brand strategy strengthens the brand beyond what the stakeholders could achieve individually.

Keywords: Stakeholder Organization; Brand Strategy; Investment Promotion; Marketing Message; Brand Partner (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1057/9780230294790_5

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