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1、BrandManagement,2006,128(7):2421-2425.Beyondthelogo:BrandmanagementforcitiesGregoryAshworth,MihalisKavaratzisUniversityofGroningenAbstract:Acity’sbrandisincreasinglyconsideredanimportantassetforurbandevelopmentandaneffectivetoolforcitiestodistinguishthem
2、selvesandimprovetheirpositioning.Theintroductionofcorporatelevelmarketingconceptsand,especially,corporatebrandinghassignificantlycontributedtowardsthedevelopmentofacitybrandingtheory.Inpractice,however,thereisanevidentconfusionofawidebrandingstrategywith
3、oneofitscomponents,namelythedesignofanewlogoandsloganor,atbest,thedevelopmentofapromotionalcampaign.Thispaperfirstdescribestheriseofcitybrandingandthereasonsofitspopularityand,afterashortreviewofthebasicelementsofcorporatebranding,itgoesontoidentifyessen
4、tialsimilaritiesbetweenthesetwoformsofbranding.Itfinallydetectstheneedtoadaptanybrandingtoolstotheneedsofcitiesandaddressesthenecessityofacomprehensivecitybrandmanagementframework.Keywords:Placebranding;Citybranding;Corporatemarketing;City-brandmanagemen
5、t1.IntroductionCitybrandinghasinrecentyearsbecomeaprevailingactivitywithincitymanagement.Citiesallovertheworlduseseveralconduitstopromotethemselvestorelevantaudiencessuchasinvestors,visitorsandresidentsandintheireffortstheycommonlyincludestrikinglogosand
6、captivatingslogansthatfeatureinwell-comingwebsitesandadvertisingcampaignsinnationalandinternationalmedia.Atthesametime,asubstantialdebateovertheusefulnessandproperapplicationofcitybrandinghasaccumulatedamongacademics,consultantsandgovernmentofficials.Var
7、iousissueshavebeenraisedinthisdebateandthesuggestionsfortheimplementationofbrandingcampaignswithincitiesareoftencounteredbycriticalvoices.Thispaperexaminesthephenomenonofcitybrandingattemptingtoclarifysomeoftheissuesinvolved.Tothatend,tworelatedliteratur
8、esneedtobebroughttogether,namelythesteadilygrowingliteratureonplacebrandingandtheextensiveliteratureoncorporatebrands.2.CitiesasBrandsSloganssuchas‘DasNeueBerlin’,‘Baselbeatsdifferently’or‘Edinburgh:InspiringCapital’areinc