{"id":875,"date":"2019-08-01T13:49:11","date_gmt":"2019-08-01T10:49:11","guid":{"rendered":"http:\/\/www.liberalglobe.com\/?p=875"},"modified":"2019-11-04T10:12:26","modified_gmt":"2019-11-04T08:12:26","slug":"city-branding-how-a-city-can-maximize-its-wealth-generated","status":"publish","type":"post","link":"https:\/\/www.liberalglobe.com\/?p=875","title":{"rendered":"City Branding: How a city can maximize its wealth generated"},"content":{"rendered":"\n

The increased competition on an individual,\nbusiness and national level could not leave competition between cities\nunaffected. A competition that is constantly increasing in the effort to\nattracting all kinds of investors and especially tourists who, apart from all others,\nincrease the size and improvement of the services offered by a city.<\/p>\n\n\n\n

City branding is that strategy that is applied to competition between\ncities not only cities between different countries but also between cities in\nthe same country. The more successful this strategy is, the more the expected\nbenefits are magnified. <\/p>\n\n\n\n

City branding is linked to every aspect of the city, embracing the\ndevelopment of the city both in terms of recreation and tourism and in terms of\ninvestors and domestic visitors, with actions to strengthen existing\ninfrastructures and amenities for both citizens and new residents, immigrants\nand tourists. <\/p>\n\n\n\n

by Thanos S. Chonthrogiannis-https:\/\/www.liberalglobe.com<\/em><\/strong><\/p>\n\n\n\n

The successful branding is based on the creation of a relationship between the brand and the consumer and always in such a way that the functionalities offered by this brand are upgraded each time In such a way that they fully meet the needs of the consumer who makes use of it. <\/p>\n\n\n\n

\"\"
Amsterdam (The Netherlands), Spiegelgracht 27<\/strong>,
A successful example of City Branding<\/strong>
Photo by Author: Alf van Beem, Source: Own work,
licensed Public Domain, https:\/\/en.wikipedia.org\/wiki\/Public_domain
<\/figcaption><\/figure><\/div>\n\n\n\n

In the same way and the cities to satisfy all kinds of functionalities and\nother types of needs should gather all these forces in a unique urban\nproposition that will be the slogan of the city.<\/p>\n\n\n\n

For the formulation of this unique urban proposal that will define and the\nslogan of the city should be attended by people of marketing, Urban\nplanners-surveyors, sociologists, communicators, geographs, historians, graphic\ndesigners, architects, economists in order to shape both the identity of the\ncity, its values and its image but also the accompanying to all such\nadvertising slogan that will propose and all this.<\/p>\n\n\n\n

In essence, branding is the ideal starting point for the city’s marketing\nand the most compact framework of work in which the urban image can be\nachieved.<\/p>\n\n\n\n

The vision is what defines the strategy<\/strong><\/strong><\/p>\n\n\n\n

Everything in City branding starts at the city’s municipal authority. The\ncity’s municipal authority which is oriented to the successful City branding\noperates the whole process in such a way that directs all decisions as an\nintegral part of the model to be used to achieve predetermined goals. <\/p>\n\n\n\n

Within this framework and work model is formed, with joint decisions that\ncome as a result of many and multi-level researches, the vision of the city and\nthe strategies formulated to achieve the goals of this vision. For example, it\ncould be said that the objectives of urban branding are:<\/p>\n\n\n\n

  1. Increase the number of visitors making at the same time the city\nattractive.<\/li>
  2. Improving the quality of life for both residents and students.<\/li>
  3. Attracting investments, tourists, visitors and new residents.<\/li>
  4. Strengthening\nentrepreneurship.<\/li>
  5. The emergence of the city’s special identity and the improvement of its\naccessibility.<\/li>
  6. Constant improvement and further development of infrastructure related to\nthe sights and monuments of the city.<\/li>
  7. The constant improvement of the quality of the entry points of the city\ne.g. airports, ports, train and bus stations, national roads etc.<\/li>
  8. Increasing customer satisfaction by providing the city with quality and\nmodern services etc.<\/li>
  9. Improving the sense of safety of tourists-raising policemen in city patrols\netc.<\/li><\/ol>\n\n\n\n

    Having the municipal authority of the city set the above targets should\nrespond through survey results in the following e.g. questions:<\/p>\n\n\n\n

    1. Why do tourists from all over the world want to come to our own city?<\/li>
    2. What role do all these positive prejudices on the image that tourists have\nfor the city which image appears through the ever-increasing number of\nbookings-hotel reservations each year?<\/li>
    3. What are the values of City branding of our city?<\/li><\/ol>\n\n\n\n

      The results of such questions to be given by tourists, the municipal\nauthority of the city should compare them with corresponding results of surveys\nof other competing cities.<\/p>\n\n\n\n

      The orientation to the development of City branding<\/strong><\/strong><\/p>\n\n\n\n

      All these above questions that are a key research tool will give the\nmunicipal authority a profound knowledge about the particular values and\ncharacteristics of the city, with its potential for growth and weaknesses, with\nthe perceptions and attitudes of residents, entrepreneurs and tourists and in\ngeneral contexts of all those interested parties to assess the current and\nfuture desired image and identity of the city.<\/p>\n\n\n\n

      Moreover, the municipal authority of the city will achieve through these\nprocedures the clarification of the unique identity of the city that will\nfirmly carve the direction and the path in the future. This is accomplished by\nfirst defining in detail the clear values of the city in which functional,\nemotional and economic benefits will be included.<\/p>\n\n\n\n

      Then the municipal authority of the city needs to accurately determine the\ndifferentiation of the city. This is achieved by targeting through\nquestionnaire different groups of people in the city e.g. residents,\nbusinesses, tourists, employees, visitors, etc.<\/p>\n\n\n\n

      These social groups should, through their answers and their subsequent\nparticipation, determine how culture and history, infrastructure, urban\nlandscape or green spaces  in the city, etc. can be combined in such a way as to render the an acceptable\nidentity that at the same time this identity of the city will be differentiated\nfrom other cities by always passing the appropriate messages to the general\npublic. <\/p>\n\n\n\n

      How the municipal authority should operate in a successful city branding<\/strong><\/strong><\/p>\n\n\n\n

      The municipal authority of the city must adopt the City branding of the city by believing in it and thus putting the City branding of its city in high priority. In fact, the municipal authority of the city must: <\/p>\n\n\n\n

      1.<\/strong> Participate actively in the effort to create and support the city branding of the city.<\/p>\n\n\n\n

      2.<\/strong> To show her undisputed loyalty to City branding.<\/p>\n\n\n\n

      3.<\/strong> To transmit to the employees in the municipality its real enthusiasm for the city branding of its City.<\/p>\n\n\n\n

      4.<\/strong> To have made it abundantly clear to all employees and associates of the municipality the values of City branding of the city so that they can believe it and struggle with all their energy for it.<\/p>\n\n\n\n

      5.<\/strong> To exercise continuous and uninterrupted coordination of all relevant actions for the uniform provision of City branding values to all interested parties. The inhabitants of the city should act in accordance with the participatory spirit so that the process of City branding to become more effective.<\/p>\n\n\n\n

      6.<\/strong> To avoid taking all those decisions that may damage the city branding City ‘s image.<\/p>\n\n\n\n

      7.<\/strong> To perform periodic review of the city’s City branding performance through surveys to anticipate and correct in the emergence of possible discrepancies between the perceptions of the municipal authority and the interested groups for the identity of the city and the values of the workable City branding. <\/p>\n\n\n\n

      8.<\/strong> To identify the tourist markets that will appeal more to the city branding of the City.<\/p>\n\n\n\n

      9. <\/strong>To approve the implementation of a promotional campaign based on convincing events.<\/p>\n\n\n\n

      It should be stressed that the successful management of City branding can\ncontribute to the increase of investments as well as their returns, both in the\ncity’s properties and in the infrastructures and in the various events in City,\ncreating wealth that will then be able not only to reinforce the existing City\nbranding but to create urban wellbeing conditions for the city’s inhabitants.<\/p>\n\n\n\n

      Thanos S. Chonthrogiannis<\/strong><\/p>\n\n\n\n

      It is prohibited\nby intellectual property law or in any way illegal use of this article, with heavy\ncivil and criminal penalties for the offender.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

      The increased competition on an individual, business and national level could not leave competition between cities unaffected. A competition that is constantly increasing in…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1189,1157],"tags":[889,888,892,891],"class_list":["post-875","post","type-post","status-publish","format-standard","hentry","category-articles","category-culture","tag-branding","tag-city-branding","tag-city-branding-how-a-city-can-maximize-its-wealth-generated","tag-citys-municipality-authority"],"_links":{"self":[{"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/posts\/875","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=875"}],"version-history":[{"count":2,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/posts\/875\/revisions"}],"predecessor-version":[{"id":878,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=\/wp\/v2\/posts\/875\/revisions\/878"}],"wp:attachment":[{"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=875"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=875"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.liberalglobe.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}