The Evolution and Evaluation of City Brand Models and Rankings

Árpád Papp-Váry ()
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Árpád Papp-Váry: Budapest College of Communication and Business

from Óbuda University, Keleti Faculty of Business and Management

Abstract: The competition between cities is growing more than ever due to cheaper and easier travel opportunities, international investors, a growing free labour force flow and of course due to the Internet. Besides the capabilities of the cities, the emphasis is also on how well they can brand themselves. As a consequence the number of tourists, investors, new inhabitants, or the products of the city depend on the success of this. These also affect the locals and how proud and content they are living in the city. Particularly in the face of today's uncertain economic climate, it's vital to understand the forces and opinions that drive business towards and away from these cities. Fortunately for the cities, more and more brand models and rankings are available to assess their stand among others in respect to image as well as pointing out the shortcomings that need developments and generally direct them on a specific route of branding. Although these models use different methodology, the rankings show the same cities finishing in the top.

Date: 2011
ISBN: 9786155018121
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