By K. Dinnie
The perform of urban branding is being followed through expanding numbers of urban gurus all over the world and it's having an instantaneous impression on private and non-private area perform. the writer captures this rising phenomenon in a fashion that blends a pretty good theoretical and conceptual underpinning including correct actual existence situations.
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Extra resources for City Branding: Theory and Cases
Internal brand communications is a critical first step to succeeding externally. As Toronto discovered with an aborted attempt at a monolithic brand, the opinions of key internal stakeholders and decision influencers in the community are critical for success. Progress should be regularly tracked and compared to competitors. Assessment via the established ranking measures is a necessary but not complete evaluation. Progress should be widely disseminated, internally and externally. Putting data on a city website does not classify as effective communication unless there is a strong campaign to draw people there.
Middleton SUMMARY In terms of attracting inward investment, several key lessons from theory and Toronto practice may be drawn. In a highly competitive world for investment, major national and global organizations seek the most favorable locations for their activities. While rigorous evaluation is usual in these decisions, brand impressions play a major role in determining an initial shortlist and final selection. Successful brands follow a progression of creating a distinctive appeal (versus competitive cities/regions) and then building awareness and esteem based on that appeal.
How do we measure progress? Integration and consistency of brand essence with city’s development goals. Definition of segments the city is aiming to attract and appeal to. Selection of appropriate measures to monitor progress and assess return on investment. Resident participation in the selection of indicators is vital. Communication How do we reach, and interact with our audiences in a creative and convincing way? How do we tell the story of our city with credibility? Brand communications are no longer transmitting a message to a passive audience.