City-district divergence grid: a multi-level city brand positioning tool
Viriya Taecharungroj ()
Additional contact information
Viriya Taecharungroj: Mahidol University International College
Place Branding and Public Diplomacy, 2018, vol. 14, issue 2, 101-114
Abstract City brand positioning is a major challenge in the branding efforts of cities and places. The purpose of this research is to examine various place branding concepts and create a management tool that can help city administrators develop city brand positioning strategies. This research also used the tool to evaluate and identify an appropriate city brand positioning strategy for Bangkok. The author collected data from 789 residents in ten districts of Bangkok in June 2016. A paired sample t test analysis was used to plot the results of the proposed tool. The city-district divergence grid is a multi-level tool that evaluates the attributes and personality of a city and its sub-units or districts. It also provides city administrators with the most suitable characteristics for city and district positioning to appeal to their main customers—residents. After analysing the data, the proposed tool suggests that the Bangkok Metropolitan Administration (BMA) should employ sub-brand or endorsed brand strategies because most districts reside in the middle of the grid. The use of sub-brands or endorsed brand strategies can highlight Bangkok’s strong economy and active personality. City administrators can then develop individual district brands based on their distinct characteristics.
Keywords: City brand positioning; Brand architecture; Brand relationship spectrum; District branding; Bangkok (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1057/s41254-017-0077-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:14:y:2018:i:2:d:10.1057_s41254-017-0077-3
Ordering information: This journal article can be ordered from
Access Statistics for this article
Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment
More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().