City Branding: Proposal of an Observation and Analysis Grid

Ezzohra Belkadi ()
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Ezzohra Belkadi: Faculty Ain Sebaâ, Hassan II University of Casablanca

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 121-128 from Springer

Abstract: Abstract The city branding has been very successful in recent years. There is an increasing number of cities, countries or regions that have invested in territorial brands. The theoretical field of city branding is very young and still in development. Several questions still remain and for which answers are needed. The aim of this article is to study the relevance and the role of city branding. The idea is to start with a review of literature of city branding and its role in place development to construct a grid of analysis and observation of place branding. This observation grid makes it possible to observe and analyze the branding experiences.

Keywords: City branding; Observation grid; Value of the brand (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-36126-6_14

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DOI: 10.1007/978-3-030-36126-6_14

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