City Branding and Stakeholder Engagement

John P. Houghton and Andrew Stevens

Chapter Chapter 6 in City Branding, 2011, pp 45-53 from Palgrave Macmillan

Abstract: Abstract This chapter sets out a simple but challenging proposition: stakeholder engagement is crucial to the success of any city branding strategy, but doing it effectively requires an approach that is more democratic and exploratory than much standard practice.

Keywords: Stakeholder Engagement; Scenario Planning; Brand Personality; Location Location; Brand Strength (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29479-0_6

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DOI: 10.1057/9780230294790_6

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