By K. Dinnie
The perform of urban branding is being followed by way of expanding numbers of urban gurus all over the world and it's having a right away impression on private and non-private quarter perform. the writer captures this rising phenomenon in a manner that blends a fantastic theoretical and conceptual underpinning including correct genuine lifestyles instances.
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Extra info for City Branding: Theory and Cases
Example text
Scott emphasizes the importance of sound governance and a holistic approach to urban planning, rather than relying exclusively on the presence of the creative class within a city. Regardless of the relative influence of the creative class upon a city’s economic performance, talent attraction remains a key objective for many city branding campaigns. A vibrant cultural life is seen as one prerequisite in branding a city to appeal to the creative class and several cities have made efforts to revitalize their cultural life in this respect (Chang, 2000; Peel and Lloyd, 2008).
Other groups engaged in promotion are: ■ Toronto Economic Development Corporation (TEDCO): transferred its general urban development responsibilities to Build Toronto and evolved into the Toronto Port Lands Authority to manage Toronto’s waterfront in 2009 ■ Toronto Financial Services Alliance (TFSA): manages a public-private partnership between the province of Ontario, the City of Toronto, and 23 City Branding and Inward Investment 24 the financial services private sector to promote Toronto’s financial services ■ Tourism Toronto: an industry association that works in partnership with the City of Toronto and the Province of Ontario These groups undertake an extensive range of activities.
Among the most visible and salient are – business owners, investors, notfor-profit organizations, residents, students, special interest groups, tourists, and visitors. While it is possible to prioritize their competing interests in relation to a specific issue (for example, whether or not to build a new stadium), the brand strategy for a city must appeal to ‘outsiders’ as well as residents. However, in the race to build a brand that is admired by tourists and other short-term visitors, residents are overlooked, despite their role as loyal supporters and ambassadors of the city brand.