An international examination of private sector perspectives on city brand architectures

Chad Milewicz (), Kai-Michael Griese () and Aliosha Alexandrov ()
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Chad Milewicz: University of Southern Indiana
Kai-Michael Griese: University of Applied Science
Aliosha Alexandrov: University of Wisconsin Oshkosh

Place Branding and Public Diplomacy, 2017, vol. 13, issue 3, No 4, 205-222

Abstract: Abstract This research examines private sector stakeholders’ views on city brand architectures and overall strategic city brand management. It is carried out with survey research in two cities, one in the United States and one in Germany. The research tests two hypotheses and empirically examines four exploratory research questions. The results reveal that private sector leaders in both countries perceive a city to have a house of brands architecture if a different architecture is not intentionally managed. It additionally finds that private stakeholders perceive a branded house architecture as the city brand architecture with the greatest social and economic benefits. The exploratory analysis examines private stakeholders’ intentions to financially support a single brand identify for a branded house architecture and the factors influencing these intentions. It also examines private stakeholders’ views on factors influencing the success of a single brand identity for a city and views on the specific potential outcomes of overall strategic city brand management.

Keywords: city branding; city brand architecture; place branding; place marketing; branding; brand architecture (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1057/s41254-016-0032-8

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