The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. This emerging phenomenon is captured with contributions from international place branding experts, in a way that blends a solid theoretical and conceptual underpinning together with relevant real life c...
The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. This emerging phenomenon is captured with contributions from international place branding experts, in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases. This is a highly focused, yet broad and comprehensive, city branding text that is strong both in theory and practice.
原文摘录
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To succeed, city leaders are now thinking beyond their traditional approaches to embrace branding techniques that were once the domain of commercial products and services.
Too few city leaders think about the number of jobs, businesses, and reputation.
Unfortunately, it is a value that often goes largely unrecognized, unappreciated and unmanaged. It rarely get measured and never appears on a balance sheet or the job evaluation of a Mayor, city manager or elected official.
This book aims to blend the theory and practice of city branding in an accessible and readable fashion that will appeal to policy makers, academics, students, and the interested general reader. The book's wide geographic spread of contributors and cases reflects the global dimension of city branding, including but also ... (查看原文)
0 有用 Theresa 2022-06-18 00:56:28
top-down vs bottom-up那章 挺inspiring
0 有用 Theresa 2022-06-18 00:56:28
top-down vs bottom-up那章 挺inspiring