CITY BRANDING ASSESSMENT INDEXES, AN URBAN SUSTAINABILITY PARAMETER, INDICES DE VALORACION DE LA MARCA CIUDAD, UN PARAMETRO DE SUSTENTABILIDAD URBANA

Eduardo Montoya Reyes, Carolina Trejo Alba, Hildelisa Karina Landeros Lorenzana, Ma Teresa Perez Llerenas, Gloria Azucena Torres de Leon and Alonso Hernández Guitron

Revista Global de Negocios, 2017, vol. 5, issue 4, 45-56

Abstract: This paper addresses the integration of marketing in the promotion of cities, which has recently been studied from a multidisciplinary approach. There are many monitoring instruments for City Branding. Some focus on ranking highly competitive places and developing reference indexes. Others identify products and companies. Cities have brand identities. The measurement of such identity and the evaluation of its strengths and weaknesses, make these indexes an equivalent of a certificate of brand quality. The goal of this investigation is to analyze different indexes and rankings identified as tools of evaluation or perception of the city brand. We compare their indicators, ponderations and structures. The results show that assessment of city branding is mainly oriented towards economic and social aspects of sustainability. Those aspects related to environmental conservation are generally not addressed

Keywords: City Branding; City Marketing; Index; Indicator; Comparison; Assessment; Sustainability (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:rgnego:v:5:y:2017:i:4:p:45-56

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