Relevant bibliographies by topics / City branding, image, identity, city / Dissertations / Theses
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Dissertations / Theses on the topic 'City branding, image, identity, city'

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Published: 24 April 2022

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1

Hallberg, Linda, and Josefine Sjöberg. "Ett dynamiskt varumärkesarbete : En fallstudie av Kalmar med ett invånarperspektiv." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35902.

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Bakgrund: Det är intressenterna som tillsammans samskapar platsvarumärket, dock har invånarnas betydelse i sammanhanget hittills inte uppmärksammats. Relationen mellan Kalmar kommun och invånarna påverkar platsens kultur, image och platsidentitet. Dessa element är sammanvävda och utgör platsvarumärket, vilket innebär att varumärkning bör ses som en dynamisk företeelse. Kalmar kommun saknar dock riktlinjer över hur de ska involvera invånarna i varumärkesarbetet, så att de tillsammans kan forma och förmedla ett attraktivt Kalmar.   Syfte: Syftet med denna uppsats är dels att undersöka hur invånarna kan relateras till platsens kultur, platsidentitet och image, vilka utgör platsvarumärket. Dels att föreslå riktlinjer gällande hur Kalmar kommun ska involvera invånarna i kommunens varumärkesarbete.   Metod: Studien bygger på fallstudie av Kalmar kommuns varumärkesarbete. Metoden utgörs av dels en kvalitativ studie med intervjuer och dels på en kvantitativ studie med enkäter.   Resultat, slutsatser: Invånarna har tre övergripande roller såsom att de är medborgare med ett demokratiskt inflytande vilket utstrålar platsens kultur, de är ambassadörer av platsen vilket innebär att de kan ge avtryck på andras images och de är även en integrerad del av varumärket Kalmar då de utnyttjar stadens utbud i form av kommunens service samt bidrar med liv till staden i form av puls. Riktlinjer för hur invånarnas roller ska integreras i varumärkesarbetet presenteras i form av förslag till hur kommunen kan använda elektroniska medier för att skapa en interaktiv kommunikation.
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Petkovski, Claudia, and Izabelle Zlatevski. "The duality of a city influence on place branding : a case study of how Malmö´s place image coheres to its place identity and how the duality of Malmö influences Malmö´s place image." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20919.

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A common phenomenon is that larger cities have different place identities; therefore, this thesis is based on the case of Malmö since it is Sweden's third largest city. The purpose was to explore how Malmö’s place image coheres to its place identity, and how the duality of Malmö influences the place image.   The research was based on a qualitative case study with an abductive approach since the purpose was explorative. Furthermore, the developed conceptual framework of this thesis was based on previous research regarding place branding, more specifically, place image and place identity. The empirical material in this thesis was collected through a comprehensive user-generated content analysis of Instagram posts as well as through two semis-structured focus groups with people living outside of Malmö.   Findings revealed that the place image and place identity cohered in some aspects, while in other aspects the place image differs from the place identity. Furthermore, the findings revealed a complex duality within the city; thus, the place identity of Malmö sends out dual messages which influenced the place image that strengthened the duality of Malmö.   The findings of this thesis have contributed with insights to the field of place branding since the concept of place image has not been related to dualities within cities in previous research.The limitations of this thesis were that the participants in the focus groups were from the same university which might have influenced their perception. Another limitation was that only people aged 35 or younger participated. Due to Covid-19, it was hard to find people older than 35 to the focus groups and the result could receive a broader perspective if the participants were older. These limitations could be considered in future research to receive the place image of a broader age range. Furthermore, future research could consider complementing the method of this thesis with focus groups to expose both the positive and negative side of Malmö.
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Guerreiro, Rúben Emanuel Campôa. "Branding urbano. A revitalização urbana na construção da identidade da cidade." Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2013. http://hdl.handle.net/10400.5/6698.

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Dissertação para obtenção do grau de Mestre em Arquitetura, com Especialização em Urbanismo.
Actualmente as cidades vivem num ambiente fortemente competitivo, o que levou a que nos últimos anos se tenham adoptado estratégias de branding à gestão das cidades. O branding de cidades serve para seleccionar e comunicar uma série de atributos que tornam a cidade distinta. Para aplicar esta estratégia à cidade é essencial a compreensão de como desenvolver uma identidade e um posicionamento diferenciador, assim são essenciais dois conceitos: a identidade e a imagem da cidade. O objectivo deste trabalho é apresentar uma reflexão sobre esses conceitos para compreender como a revitalização urbana pode alterar os atributos que compõe a cidade de forma a melhorar a sua imagem e a tornar mais competitiva. Através da caracterização de um caso de estudo, o centro histórico de Lagos, pretende-se identificar as componentes que contribuem para a formação da sua identidade e imagem e assim propor uma estratégia que visa melhorar a imagem da cidade. São abordados diferentes escalas de intervenção, da cidade ao espaço público, para que através do desenho urbano se possam concretizar os objectivos propostos. Propõem-se assim um revitalizar da cidade que coloca em evidência as componentes que a tornam distinta e a torna mais competitiva no contexto territorial em que está inserida.
ABSTRACT: Nowadays cities live in a very competitive and tough environment. In way in the last years, several marketing strategies of the management of a city have been embraced and adopted. One of these its called branding, which has the fuction to select and to communicate the attributes of a city in order to make it particular. To apply this strategy into the city is essential to comprehend how to develop an identity and a positionament with the purpose of a differentiate it. Two main concepts are requested: the identity and the image of the city. The true aim of this work its to present a reflection about those concepts, to understand better how the urban revitalization can change these attributes in order to improve and enrich the image of the city, making it more modern and competitive. Through the analysis of a work case, Lagos’ historic center, we would try on one hand to identify components that contribute to the creation of its identity and image, and on another hand to propose a new strategy to enhance this image. Different scales of intervention would be discussed, from the city to its public space, using drawings of this last as a basis to redefine and concretize this reality and space. The main goal is the revitalization of this city, highlighting the components that make it more distint and more competitive in the territorial context, in scenario in which is inserted.
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Magagnoli, Matilde. "Design and city branding." Master's thesis, Universidade de Lisboa, Faculdade de Arquitetura, 2019. http://hdl.handle.net/10400.5/20133.

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Dissertação de Mestrado em Design, com a especialização em Design de Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
A disciplina do place branding cresceu em popularidade nas últimas décadas, tornando-se numa área de interesse para muitas cidades por todo o mundo. Levar a cabo uma intervenção de city branding implica um esforço a vários níveis para a administração da cidade, cujo objetivo é capturar a essência da cidade através do envolvimento direto dos cidadãos, definir a reputação e desenvolver um conjunto estratégico de ações para que a imagem da cidade e a reputação desejada se alinhem ao longo do tempo. Os principais objetivos do place branding são atrair novos investidores estrangeiros, melhorar a qualidade das infra-estruturas e a qualidade de vida, atrair novos eventos e mega-eventos de todo o mundo e incentivar a participação ativa dos cidadãos na vida administrativa da cidade. O melhoramento da marca da cidade geralmente resulta na criação de uma identidade visual para a cidade, que se torna numa metáfora gráfica e o recipiente de todos os valores que o local deseja comunicar sobre si. Este estudo tem como objetivo definir o contributo que o design pode trazer para a disciplina de city branding, definir um conjunto de diretrizes genéricas a serem seguidas na criação de uma marca de local e sua identidade visual e colocá-las em prática, desenvolvendo um projeto gráfico para a cidade de Milão. Após delinear um framework teórico para as áreas de branding e place branding, foi realizada uma análise de estudos de caso de modo a observar alguns exemplos reais e bem-sucedidos de marcas de cidades; estes métodos permitiram-nos definir se uma identidade visual dinâmica era a ferramenta mais apropriada para representar uma cidade em forma gráfica, assim como o papel do designer de comunicação no processo de place branding. Assim que a teoria foi estruturada, a pesquisa focou-se especificamente na cidade de Milão: primeiro, um questionário foi desenvolvido e enviado a cidadãos italianos, a fim de capturar a imagem percepcionada e desejada de Milão; segundo, foram feitas entrevistas com figuras influentes políticas e não políticas de Milão, com o objetivo de definir o posicionamento, as aspirações e os problemas da cidade; por fim, foi feita uma observação direta da cidade, além de uma pesquisa histórica sobre o território e símbolos associados. O material recolhido serviu de base para o desenvolvimento de um projeto gráfico, o qual foi então avaliado por um grupo de especialistas. Dado o extenso processo de renovação que Milão realizou na última década e o aumento de sua reputação mundial, a cidade tem as condições históricas corretas para iniciar um processo de place branding. Este projeto, desenvolvido sob orientação parcial e aprovado pela administração de marketing da cidade, dá um primeiro pequeno passo nessa direção.
ABSTRACT: The discipline of place branding has grown in popularity over the last decades, becoming area of interest for many cities all over the world. Undergoing a city branding intervention implies a multi-levelled effort for the city’s administration, whose aim is to capture the city’s essence through direct involvement of citizens, define the reputation and develop a strategic set of actions for the city’s image and desired reputation to align over the course of time. Place branding’s major goals are to attract new foreign investors, improve the quality of infrastructures and the quality of life, attract new events and mega- events from all over the world and fuel citizens’ active participation to the city’s administrative life. The improvement of the city’s brand often culminates in the creation of a visual identity for the city, that becomes the graphic metaphor and container of all those values that the place wants to communicate about itself. This study aims to define the contribute that design can bring to the discipline of city branding, define a set of generic guidelines to follow in the creation of a place brand and its visual identity, and put them in practice by developing a graphic project for the city of Milan. After outlining a theoretical framework for the areas of branding and place branding, an analysis of case studies was carried out in order to observe some real and successful examples of city brands; these steps allowed us to define whether a dynamic visual identity was the most appropriate tool to represent a city in a graphic form, as well as the role of the communication designer in the place branding process. Once the theory was framed, the research moved more specifically towards the city of Milan: first, a questionnaire was prepared and submitted to Italian citizens, in order to capture Milan’s perceived and desired image; secondly, interviews to Milan’s political and non-political influential figures were carried out with the aim of defining the city’s positioning, aspirations and problematics; at last, a direct observation of the city as well as an historical research on the territory and its symbols was completed. The material collected formed the basis for the development of a graphic project, which was then evaluated by a group of experts. Given the extensive process of renovation that Milan undertook in the last decade and the increase of its reputation worldwide, the city is in the right historical conditions to begin a place branding process. The creation of this project, developed under the partial guidance and approval of city’s marketing administration, moves a first small step in that direction.
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Zedenius, Ida, Josefin Lindblom, and Johanna Bertilsson. "City Branding: A research on the collaboration between two organisations and their branding process of Jönköping." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23874.

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Background City branding is an emerging practice that is executed by an increasing number of cities all around the world. The concept is used to transform a location into a destination by applying different strategies. Jönköping is a growing city in terms of size, revenue and population. Two organisations, Destination Jönköping and Jönköping City AB, are constantly working with city branding in Jönköping to improve its city image. Purpose The purpose of this study is to identify and investigate the collaboration between Destination Jönköping and Jönköping City AB and if a partnership exists. Another part of the purpose is to recognise the main elements that have been used in order to achieve the same goal, which is to generate growth. Furthermore, an investigation will be performed of how significant these specific elements have been and still are for Jönköping’s branding process. Method In order to achieve the purpose of the thesis, primary as well as secondary data have been collected. Interviews, a case study and existing literature have provided a well-established foundation for the analysis and conclusion.   ConclusionThe authors found that the two organisations often help each other with different projects, however, they do not have a declared partnership. A partnership would be beneficial for both organisations regarding greater resources, larger networks and possibilities to reach wider target groups. The most important elements are Elmia and Jönköping University, which attract individuals to Jönköping. This results in an increase in the city’s growth.
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Martis, Niklas. "The World Heritage Coulisse : Identity, Branding and Visualisation in the city of Mantua." Thesis, Högskolan på Gotland, Institutionen för kultur, energi och miljö, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-1549.

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This thesis deals with the issues concerning the World Heritage industry. One of the major topics is the international documents that the organisation of UNSECO and their predecessors have been referring to since 1931 in the Athens Charter. The documents are described along with terms like place identity, place branding, historicism, and place construction and analysed in a case study. The case study is the World Heritage site of Mantua in the east part of Lombardy, Italy. Within the frames of these terms and documents the historical route ‘The Prince’s path’ is analysed trough the perspective of uninformed visitors. In the case study the information given in the urban space will be presented along with the changes that have been made in the past century. This presentation intend to relate to the criticality's that the Outstanding Universal Value may cause in terms of how the site may be affected to effects linked to the heritage brand like cultural tourism and knowledge of the specific site. Questions like what kind of information the spectator is given in the urban room are analysed and answered with help of the available information for tourists. One of the problems in this sense is the chosen selection of information that is given, could this selection in any sense be connectable with the World Heritage nomination and is there a conscious mediated image coherent throughout the sources of information?
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De, Ferrari Lorena. "Visual identity of urban international destinations: typological analysis of the city logo and study of its value for city branding." Doctoral thesis, Universitat Pompeu Fabra, 2019. http://hdl.handle.net/10803/668177.

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Several cities are not using the logo as an instrument for enhancing the city brand. They made a logo without working on their city brand; therefore, these cities do not have a positioning strategy. Conversely, some cities have worked on their city brand but left their logo as the last priority. A brand's first identification is the logo. Logos adhere to people's minds and are a gateway to the brand since they work as a synthesis of the brand's values. However, a key question emerges, that is, whether city brands are taking advantage of this valuable tool. This research re-evaluates the role of logos in city branding. It examines whether the city brand's logos are supporting brand communication or are merely used as a decorative element. It also explores the current city logo panorama by identifying the most effective graphics development lines, the features that strengthen these logos, and the design strategies applied to them. The investigation performs a content analysis of the logos in the City Brands Index to judge their design quality and set a parallel ranking. We interview experts in place branding and identity design fields to compare their appraisals on the subject. The results indicate that high-quality design is compulsory for the correct operation of city logos. Provided that high-quality design is not applied to the city logo the message is lost, hence becoming a decoration. In conclusion, cities are not taking advantage of logos as design tools that serve the city brand.
Un elevado numero de ciudades no están utilizando el logo como instrumento para mejorar su marca ciudad. Han creado un logo sin tomar en cuenta la marca ciudad; por lo tanto, estas ciudades no tienen una estrategia de posicionamiento. Por el contrario, algunas ciudades sí han trabajado en su marca ciudad, pero han dejado el logo como última prioridad. La primera identificación de una marca es el logo. Estos permanecen en la mente de las personas, y además son la "puerta de entrada" a la marca ya que funcionan como síntesis de los valores de la marca. Sin embargo, cabe preguntarse si las ciudades están aprovechando esta valiosa herramienta. Este estudio reevalúa el papel del logo en la marca-ciudad. Examina si los logos de las marcas-ciudad respaldan la comunicación de la marca o simplemente actúan como un elemento decorativo. La investigación explora el panorama actual del logo-ciudad identificando las líneas de desarrollo gráficas más efectivas para una comunicación óptima, las características gráficas que fortalecen estos logos y las estrategias estructurales de diseño que fueron aplicadas. Se ejecutó un análisis de contenido a los logos de ciudad incluidos en el ranking City Brands Index para juzgar la calidad de diseño y establecer un ranking paralelo. Se entrevistaron expertos en el campo de marca y comunicación como también de diseño de identidad para contrastar sus valoraciones sobre el tema. Los resultados señalan que un diseño de alta calidad es indispensable para el correcto funcionamiento de los logos de las ciudades. Invariablemente en los casos en que no se aplica un diseño de alta calidad en el logo-ciudad, el mensaje se pierde, convirtiéndose así en un elemento decorativo que no respalda la marca-ciudad. En conclusión, las ciudades no están aprovechando los logos como herramientas de diseño para potenciar una marca ciudad.
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Pohlar, Christopher. "The Water Tower: A New Image in the Urban Landscape." University of Cincinnati / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1317154827.

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Helmy, Mona. "Urban branding strategies and the emerging Arab cityscape the image of the Gulf city /." [S.l. : s.n.], 2008. http://nbn-resolving.de/urn:nbn:de:bsz:93-opus-37282.

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Hodges-Dexner, Gustav. "City Competitiveness and Branding : Identities and strategies in two Swedish municipalities." Thesis, Uppsala universitet, Kulturgeografiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-377273.

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As the world-economy becomes increasingly competitive, places adopt different methods to elevate their attractiveness. The paper examines how two medium-sized Swedish cities, Uppsala and Västerås, develop their own competitiveness, identities, and images in relation to the principles and concepts laid out by Simon Anholt in his book Competitive identity: The New Brand Management for Nations, Cities and Regions (2007). A qualitative approach to textual analysis is employed to gather the necessary research material to draw conclusions from, in addition to taking a theory-consuming perspective in order to limit the study’s generalization. The study adds to the field of city branding by analyzing real-life places using a conceptual framework, providing insight into the practical application of a theoretical model. The results show that Uppsala is trying to elevate itself to the international stage, while Västerås is remaking its identity almost completely. Uppsala must remember the city’s prerequisites and should look to Västerås for expertise regarding the railway sector. It is imperative that Västerås improves its innovative environments, while looking to Uppsala for knowledge of how to integrate innovative cultures in all sectors of society. Both cities are heavily dependent on their proximity to Stockholm, with Uppsala beginning to question their position.
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Ehn-Notrica, Maria. "Brand work in the municipality of Stockholm – a case study of Micasa Fastigheter : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-315.

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The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations.

It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels.

Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and information and advertising from and about the operations of public sector organizations (PSOs) is vital for the existence of the citizens. How the PSOs communicate what they spend the tax payers’ money on has its own set of rules. The operations of PSOs are controlled by quite a number of laws and regulations. None of the laws apply directly to the methods of communication, yet PSOs have historically been very strict with most types of marketing. The results show that in the last couple of years this has changed and municipalities in particular have started to actively work on and communicate its brands. Stockholm is no exception. The reason for the change is the development of marketing in non-profit organizations, the occurrence of social marketing and image marketing and possibly the globalization and Internet.

Micasa Fastigheter is a municipal company that has gone through a branding process during the past 2.5 years. The company has step by step passed through the same stages in its branding process as a private company, the only exception being the very little advertising. It is thus possible for a municipal company to brand itself without clashing with the laws and regulations that govern the public sector. A result that, according to my survey, is due to a maturity in marketing issues amongst decision makers in the City of Stockholm, a general focus in the Swedish society on branding and, the people in charge of the branding process.

A look at the municipality of Stockholm is a good start since most trends start in the capital but a more thorough look at a substantial number of Swedish municipalities would be interesting for future study.

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Melhuish, Elizabeth Clare. "Inhabiting the Image : architecture and social identity in the post-industrial city." Thesis, Bucks New University, 2007. http://bucks.collections.crest.ac.uk/10112/.

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The research presented in this thesis is intended to reveal the layers of social and cultural meaning invested in a building conventionally regarded as a work of abstract aesthetic modernism, and one which has been evaluated, within the framework of a national heritage preservation policy, as an architectural landmark of the post-war era of urban reconstruction. By combining the research methods of architectural history (archival) and of anthropology (ethnographic) I have located and interpreted the architecture of the Brunswick within a larger social story that demonstrates how the lived experience of a particular environment exists in parallel with the more objective official discourse that invests a work of architecture or art with cultural significance. The thesis traces the architectural inception and complex evolution of the building, its critical reception, and the proposals for redevelopment that culminated in a major refurbishment and transformation of the shopping precinct in 2006. It goes on to present an ethnographic account of the Brunswick as a social, as much as an architectural space, and an anthropological interpretation of the relationship between identity and place in terms of the specific qualities of the built environment. It shows that the material environment becomes real and vivid to people as an embodiment of the social dimensions of their lives, and that the boundaries between ‘inside’ and ‘outside’ – the private space of the home, and the layered sequence of public spaces extending through the building to the city beyond - are not objectively fixed, but subjectively perceived and negotiated in different ways. Although the Brunswick exerts considerable power as a unique architectural image, its boundaries do not define an integrated social space, nor a unified experience of the place as a living environment. Nevertheless, repeated interaction and sensory experience make it a tangible architectural framework for everyday and domestic life which evidently shapes the view from the inside looking out. The research aims to make a significant contribution to knowledge at a meeting-point between anthropology and architecture, which might help to inform future understanding of the interaction between people and the built habitat in modern urban societies.
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Kenyon, James A. "An evaluation of the image impact of hosting the 2012 Summer Olympic Games for the city of London." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13592.

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Contemporarily, the hosting of mega-events (MEs) is one of several strategies used by cities and governments to bring about improvements in a place s image and recognition. While London, host of the 2012 Olympic Games, is already considered to be a leading global city (e.g. Anholt & GfK Roper, 2011), the potential image benefits to be accrued from hosting the Games may in fact impact more upon internal, domestic perceptions rather than on external, international perceptions (Anholt, Oon, Masure et al., 2008). A key objective, therefore, for those involved in the development and delivery of the 2012 Olympic Games is to further enhance the image of the city (both domestically and internationally) and to minimise the risk of negative image formation (DCMS, 2008). However, image, in the context of MEs, is not an easy component to control, as previous Olympic Games have demonstrated (Shoval, 2002; Smith, 2005). The main purpose of this critical-realism-informed project, underpinned by theoretical-methodological social representation theory (SRT) (Moscovici, 1961, 1984), was to evaluate the domestic image impact of hosting the 2012 Olympics, pre- and post- Games, for the city of London. Based then on social representation theory, and a combination of abductive and retroductive research strategies, a survey was carried out among British citizens to identify their opinions concerning London as a city (or place brand), the Olympics as a ME, and the 2012 Games as a one-off event. Exponential non-discriminative snowball sampling was used to recruit participants (UK citizens, pre-event, n=561, post-event n=215) who completed a mixed-methods questionnaire both before and after the 2012 Olympics were held. The main part of this questionnaire was comprised of randomised free word-association tasks (qualitative) using London, the Olympics and 2012 London Olympics as inductor terms; i.e., Please give the first 10 words that come to mind when you hear the term . Data analysis involved collating the responses of the free word-association tasks into semantic word clusters, with one word (or phrase) representing each theme be that an object, emotion, an opinion, etc. Only words or phrases cited by 15% of participants were used to construct the image of each entity. The next level of analysis involved producing a similarity index and subsequent dendrogram, based on Kendal s correlation coefficient, that established the strength of the connections between the various elements of each social representation. The content and the structure of these pre- and post-event social representations were analysed and then compared to determine whether a.) hosting the 2012 Olympic Games represents an appropriate strategy to develop the city s domestic brand; b.) a co-branding process occurred, expressed by an image transfer, from the event to the place, or vice-versa; and c.) the major differences between the images generated by those living closest to London, compared to those living elsewhere in the UK. While London s overall image does not go through any significant changes pre-to-post event, the results of this study corroborate the value of sporting events in place branding strategies from a domestic perspective, but highlights some limitations, such as the exacerbation of London s pre-existing negative associations. In terms of co-branding, the results do not reveal a co-branding process to have occurred between London and the overall image of the Olympics, but there is some movement of elements from London to the 2012 event (related mainly to pre-Games anticipation) and between the 2012 event and the overall Olympics (related to the latter s unique defining associations). Finally, in terms of the differences between the images generated by those living closest to London, compared to those living elsewhere in the UK, there is a difference which appears to have been facilitated, at least in part, by a 2012-effect, with the event seemingly contributing to London being perceived as generally busier, more expensive and more congested by those living closest to the city, but more vibrant and more multicultural by those living elsewhere in the UK.
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Roginder, Caroline, and Elina Abrahamian. "Keep calm and love Sundsvall : en kvalitativ studie om den strategiska kommunikationen hos Sundsvalls kommun samt stadens image." Thesis, Mittuniversitetet, Avdelningen för medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-30375.

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Problemformulering och syfte Strategisk kommunikation och platsmarknadsföring har blivit allt viktigare för städer och platser att etablera ett gott rykte och vara konkurrenskraftiga i den globala marknaden som finns idag. Det finns platsmarknadsförare som tror att deras varumärke är kontrollerbart, däremot kan det finnas breda variationer av åsikter och uppfattningar om en stad. I och med detta påstående och konflikten i det växer en problematik och frågan fram hur städer egentligen arbetar med sitt varumärke. Syftet med uppsatsen är att undersöka den strategiska kommunikationen hos en stad samt undersöka stadens image, för att se hur kommunens målsättningar och befolkningens uppfattningar förhåller sig till varandra. Metod och material Studien grundas på en intervju från kommunikationsdirektören på Sundsvalls kommun, en kvalitativ textanalys av Sundsvalls kommuns strategidokument samt diskussioner med fyra fokusgrupper bestående av medborgare i Sundsvall.
Huvudresultat Det finns flera likheter mellan Sundsvalls kommuns kommunikationsstrategier och vad teorierna beskriver om strategisk kommunikation, samt en stads varumärkesbyggande. Människor har olika uppfattningar och upplevelser och ser världen på olika sätt, på grund av detta har en plats eller en stad inte en imagebild, utan är mångsidig.
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15

Yuksel, Z. Ruya. "Toward an understanding of an inside out perspective on city branding : a grounded theory study of Leeds and Istanbul." Thesis, University of Bradford, 2016. http://hdl.handle.net/10454/15840.

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Adopting an inside out perspective to city branding, this doctoral thesis examines the significance of residents and their relationship towards cities in terms of association, identity and ownership of the physical environment, in the context of city branding. This is important because the growing interest towards city branding not only challenged the traditional understanding of branding concepts but also forced academics and practitioners to seek ways to mould and shape existing concepts to the context of city branding. This qualitative study was undertaken within a constructivist grounded theory methodology and uses Leeds, UK and Istanbul, Turkey as deliberately contrasting case studies. In accordance with grounded theory, the literature was only used to inform rather than direct the research design. The sampling design involved initial and theoretical sampling and in total of 22 residents interviewed from both cities. The emergent place brand identity mosaic comprises of four main categories of social process (SP), place attachment (PA), sense of place (SoP) and built environment (BE), and the most significant feature of the place identity mosaic is that it is processual, dynamic, and time and context specific. In terms of contribution to knowledge, the present study bridges the gap in between the subject fields of branding (brand management) and urban studies by proposing an inside out approach to branding cities. The findings indicate that the place brand identity mosaic elements provide a platform to explain how residents make sense of where they live and to begin to understand the concept of the city brand identity. Moreover, in regards to practice, it brings a new perspective to the existing city managements by highlighting a focal point of “keeping the existing customers happy” through investigating and understanding the role and significance of residents, their attachment to where they live and how this insight can be cooperated into creating and developing a sustainable city brand.
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16

Bernström, Joel, and Ludvig Gutestam. "Tag med er kniv; En fallstudie om Rosengårds image i ljuset av stadsbyggnadsprojektet Amiralsstaden." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21102.

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It has become common practice for cities to use neoliberal planning to improve the region’s economic growth and old industrial cities are using an additional cultural strategy to reinvigorate their city image. This is the case for Malmö which tries to renew itself from an old industrial city to a knowledge-based city by changing the built environment and using place branding. The change is made to attract innovation, companies and the desirable creative class. Malmö’s latest endeavor is to redevelop Rosengård, a part of the city notorious for its large immigrant population, its social inequality and its bad image.This study aims to compare culture worker’s perception of Rosengård to the image set by the urban planners in their planning documents. The culture workers are part of the so- called creative class and are favored by cities that believe this group will help to promote economic growth and contribute to the cities’ renewal.Malmö, like other cities, wants to change its image to be more alluring for desirable possible citizens, but if the city changes its image to something that is unrecognizable to its existing inhabitants Malmö risks not only to displace those inhabitants, but also to start an uprising.
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17

Campos, Inês Guimas Fernandes. "Estudo sobre a imagem de Maputo." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12894.

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Mestrado em Marketing
A globalização tem vindo a aumentar a competitividade entre os lugares. A disputa para atrair investimentos, residentes e visitantes tem vindo a influenciar os destinos, países ou cidades a utilizarem estratégias de marketing para gerir as suas imagens. Para o desenvolvimento de uma estratégia de city branding de sucesso, torna-se imperativo, numa primeira fase, identificar o que torna o lugar único. A imagem do lugar não pode ser inventada, mas que deverá ser percebida através de uma estratégia global que tenha em conta todos os fatores que influenciam a marca da cidade. Deste modo, surge a necessidade de perceber qual a imagem atual da cidade de Maputo, de modo a facilitar a definição de uma estratégia de branding apropriada para criar e gerir a imagem da cidade. Neste estudo avalia-se como as dimensões da imagem influenciam a imagem global da cidade. A avaliação da imagem é feita não apenas pelos residentes como também pelos visitantes e pelos que tem informação sobre a cidade, apesar de nunca a terem visitado. Os resultados revelam as dimensões da imagem que contribuem de forma significativa para a imagem global da cidade de Maputo e que de forma geral a imagem de Maputo é vista como ligeiramente positiva.
Globalization leads to influence competition between places. The race to attract investments, residents and visitors influences destinations, countries and cities to use marketing strategies to rebuild and redefine its image. To develop a successful city branding, it is imperative, in a first stage, the determination of the values that makes the place unique. The image can not be invented and should be seen through global strategy that takes in consideration all the factors that influence the brand of the city. This way arises the need to understan what is the current imagem of Maputo, in order to facilitate the defnition of na appropriate branding strategy to create and manage the city's image. In this stufy are evaluated the affective and cognitive factors that influences the overall image of the city. The evaluation of the image is made not only by residents but also by visitors and by those who have never been there. The results show that the dimensions contribute significantly to the overall image and that the overall imagem of Maputo it is seen as slightly positive.
N/A
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18

Danielius, Sigitas. "Miestas kaip prekės ženklas: Šiaulių miesto atvejis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2013~D_20131106_083227-73807.

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Magistro darbe formuluojamos miesto prekės ženklui skirtos literatūros problemos, susietos su pamatinių modelių galimiems ateities tyrimams nepakankamumu ir nekonkretumu. Remiantis iškeltais uždaviniais suformuluotos miesto prekės ženklo teorinės sampratos bei išskirti esminiai jo elementai. Išanalizuotos pagrindinės galimos ženklodaros strategijų grupės bei pasiūlytas konstrukcinis modelis tinkamas Šiaulių miesto prekės ženklo įvaizdžio analizei. Atlikus tyrimą pateiktos išvados bei rekomendacijos sėkmingam miesto prekės ženklo įvaizdžio vystymui. Iš dalies patvirtinama autoriaus iškelta hipotezė, jog Šiaulių miestas nepakankamai dėmesio skiria savo įvaizdžio kūrimui, taigi vartotojų mintyse jis suvokiamas kaip blankus ir paremtas labiau negatyviomis asociacijomis.
Master‘s final paper formulates problems associated with literature of city brand. Such as lack of main elements of brand structure and none of suitable tools created for experiments in future. Theoretical aspects of city brand and city branding are revealed according to tasks of the research. Three main strategies for city branding are purified. At the same time tool for measuring image of Siauliai city was constructed. Conclusions and recommendations for city‘s image development are offered. Hypothesis, that city does not pay enough attention to the city‘s image is partly confirmed.
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19

Hedengren, Mary L. "National Identity Transnational Identification: The City and the Child as Evidence of Identification Among the Poetic Elite." Diss., CLICK HERE for online access, 2010. http://contentdm.lib.byu.edu/ETD/image/etd3452.pdf.

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20

Tran, Thi Linh Giang Suree Kanjanawong. "Gender identity, sexual meaning and sexual health among young female physical disabled in Hai Duong City-Vietnam /." Abstract, 2004. http://mulinet3.li.mahidol.ac.th/thesis/2547/cd364/4537970.pdf.

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21

BREGOLI, ILENIA. "Effects of Destination Management Organisation's (DMO) coordination on destination brand identity: a mixed method study on the city of Edinburgh." Doctoral thesis, Università Cattolica del Sacro Cuore, 2011. http://hdl.handle.net/10280/978.

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Le destinazioni turistiche sono caratterizzate da un’elevata frammentazione dovuta al fatto che il turista consuma il prodotto turistico, composto da differenti tipologie di servizi offerti da soggetti diversi. Tuttavia, è fondamentale che il turista viva nella destinazione un’esperienza univoca e non riceva quindi messaggi discordanti provenienti dai diversi service providers, di conseguenza è fondamentale che i diversi attori siano coordinati e ciò è necessario anche al fine dello sviluppo della marca della destinazione. L’obiettivo di questa tesi è studiare entrambi gli aspetti, ossia il coordinamento svolto dalla Destination Management Organisation (DMO) e la marca della destinazione studiata dalla prospettiva dell’offerta. In particolare, l’obiettivo è mostrare come gli stakeholder della destinazione possono essere coordinati; analizzare il grado di coinvolgimento che gli stakeholder hanno rispetto alla marca della destinazione; verificare se il coordinamento svolto dalla DMO ha un effetto sulla marca della destinazione. Al fine di studiare questi aspetti, la presente ricerca ha avuto ad oggetto la città di Edimburgo che è stata studiata ricorrendo ad un metodo misto con il quale sono stati analizzati sia dati qualitativi (dati secondari e documenti) che quantitativi (questionario online).
A significant characteristic of tourism destinations is their high fragmentation, as several stakeholders operate in these destinations, providing different kinds of services to tourists. There is therefore a need to co-ordinate stakeholders so that they provide tourists with a seamless experience and contribute to the development of the destination brand. Co-ordination carried out by the DMO and the destination brand studied from a supply-side perspective are topics neglected so far, and, in order to fill this gap, this thesis aims at showing: how stakeholders are co-ordinated in a destination, to what extent stakeholders are committed to the brand and whether coordination processes have an impact on the destination brand. A mixed method design has been applied to the city of Edinburgh, analysing qualitative data (face-to-face interviews and documents) and quantitative data (an online questionnaire administered to a sample of destination stakeholders). Results show that stakeholders are coordinated through several kinds of mechanisms that have a diverse impact on the destination brand; moreover, stakeholders have a mixed commitment towards the destination brand. From this research it emerged that the role of communication is pivotal and that it is essential for tourist business newcomers to receive information on the destination brand.
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22

Senturk, Meltem. "Consolidating The Image Of The City: Mobile Phones And New Identities Of Meeting Places." Master's thesis, METU, 2010. http://etd.lib.metu.edu.tr/upload/3/12611646/index.pdf.

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The aim of this thesis is to examine the affects of mobile communication practices on urban public places, particularly on meeting places in urban space. The contribution of mobile communication technologies into daily practices and rapid penetration of them into everyday-life is quite obvious in the last decade. The inevitable presence of mobile phones in everyday-life practices encourages urban researchers to consider their impacts on urban social context and consequently on urban public places. The objective of the research is to understand the incompatibility between the existing urban image and the mental image of mobile society. Mobile phones enable people to organize meetings independent from the scheduled program. This device not only increases the mobility of the user within the city but also enhances the individual&rsquo
s ability to develop coherent cognitive maps
because it gives the freedom of choice to pick-up the location for &ldquo
meeting places&rdquo
. For instance, beside landmarks, paths have been given new identities by mobile society. An increase in the number of indoor or outdoor meeting places (some being entirely random in selection), contributes to the cognitive maps and thus to the identity of the city. This stands as a contradicting argument to the classical understanding of the city and its parts, which is by and large accepted to be based on visual experiences. The predetermined and limited components (nodes, landmarks) which help individuals meet (and socialize) are now modest items of a larger inventory of settings. This thesis is aiming to analyze the behavioral and perceptual changes that derive from mobile communication practices. Through this research, the architectural and spatial qualities of the old and new inventories of meeting places are also a part of the study to reveal the differences, if any.
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23

Rojas, Lopez Maria Isabel. "Berlin: Dream and Awakening. A Collection of Images of the German Capital after Reunification." Doctoral thesis, Humboldt-Universität zu Berlin, 2017. http://dx.doi.org/10.18452/18073.

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Seit der deutschen Wiedervereinigung steht die Stadt Berlin im Fokus einer Kampagne, die die Identität von Berlin neu definiert und die allgemeine Darstellung der Stadt positiv zu beeinflussen versucht. Das weit verbreitete Stadtbild beinhaltet jedoch nicht immer die Vielfältigkeit von sozialen und urbanen Akteuren. Oftmals wird Berlin als eine elitäre Stadt dargestellt, soziale Spannungen werden nicht betrachtet und können sich durch die einseitige Darstellung sogar verstärken. Diese Arbeit vergleicht die verschiedenen Darstellungen der Stadt, die von lokalen politischen Akteuren, der Tourismusbranche und von sozialen Bürgerbewegungen propagiert werden. Sie werden in der Arbeit ausgiebig erläutert und bewertet. Ein abschließender Vergleich legt die unterschiedlichen Darstellungen und Gemeinsamkeiten der verschiedenen Akteure dar. Neben der historischen Analyse mit Einbezug des Wandels der Stadt, werden Aspekte und Themen wie Kommerzialisierung, Bürgerbeteiligung, Multikulturalismus und Subkulturen behandelt. Darüber hinaus werden im Rahmen dieser Arbeit Fragen und Probleme des Urbanismus und der Gestaltung des Stadtbildes durch einen bildlichen Ansatz mit Einbezug der verschiedenen Konstellationen analysiert. Der Ansatz beruht auf der Idee des “dialektischen Bildes” von Walter Benjamin aus seinem ‘Passagen-Werk’. Die Auswertung ergibt, dass die öffentliche Darstellung der Stadt von lokalen politischen Akteuren und der Tourismusbranche viele Gemeinsamkeiten aufweisen, während die Darstellung der Bewohner deutlich davon abweicht. Dieser Kontrast spiegelt eine große Unzufriedenheit von Teilen der Bevölkerung mit der offiziellen Darstellung der Stadt, welche sich auf einen post-industriellen, ökonomischen Ansatz stützt.
Since German Reunification the city of Berlin has been the object of a carefully designed campaign to reinvent its identity and to promote its image. The propagated city image does not always include the wide variety of social and urban expressions, and frequently compels an elitist vision of the city that, far from alleviating emerging social tensions, reinforces them. This research offers a comparative analysis of the city image produced by the local government, and the imagery produced by other actors involved in urban processes. To this end, a collection of images representing the city of Berlin was integrated, with materials produced by three main sectors: the local government, the tourism industry and a variety of social movements. The collected images are described and analyzed with the aim of knowing the assumptions they comprise, and are afterwards compared against each other to find similarities and differences between the city visions of their producers. Topics like historical memory, urban change, commercialization, public participation, subcultural expressions and multiculturalism arose from this comparison. In addition, the dissertation proposes a visual approach for the analysis of issues linked to urbanism and the construction of city image. Such approach is inspired in the idea of “dialectical image”, described by Walter Benjamin in his unfinished ‘Arcades Project’, and consists in putting together a set of chosen pictures in small groups or “constellations” that make evident their similarities and differences. The research shows that the image prompted by the local government and by the tourist industry are alike, while there are significant divergences between the official image and the representations of citizens. These divergences seem to reflect a deep dissatisfaction of some sectors of the population with the official city model, based on assumptions of a post-industrial economy.
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24

Amiguinho, Cristina Isabel Noruegas. "Imagem, identidade e elementos de atractividade da cidade de Elvas." Master's thesis, Universidade de Évora, 2011. http://hdl.handle.net/10174/15301.

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Perante um ambiente de forte competição e de profundas mudanças, as pequenas e médias cidades para ultrapassar os inúmeros problemas que enfrentam, tentam captar as oportunidades provenientes dessas mesma mudanças, de modo a ganhar formas de emancipação sustentadas interna e externamente. O estudo de caso que se apresenta, especifica o processo de construção de uma marca territorial, evidencia as técnicas de Place Branding e Marketing Place, como forma de criação de estratégias que melhorem a imagem e a atractividade de uma cidade. Contextualizam-se estes conceitos em Elvas. Através da análise da situação actual e da realização de entrevistas aos principais intervenientes no processo de construção da identidade e imagem da cidade, demonstra-se que a marca Elvas ainda não está criada nem o produto turístico estruturado. Há confusão em perceber a identidade actual da cidade, e especialmente a identidade desejada, para criar a imagem pretendida e consequentemente a marca propriamente dita; ABSTRACT:In an environment of strong competition and profound changes, small and medium-sized cities, to overcome the numerous problems they face, try to capture opportunities from these same changes, in order to gain sustained forms of emancipation, both internally and externally. The present case study describes the process of building a territorial brand, and aims the techniques of Place Branding and Marketing Place, as a way of creating strategies that will improve the image and attractiveness of a city. These concepts are contextualized in Elvas. Through the analysis of the current situation and conducting interviews with key actors in the construction process of identity and image of the city, it‟s demonstrated that the brand Elvas is not yet created, nor the tourist product structured. There is confusion in understanding the current identity of the city and, specially, the desired identity, to create a concrete image and, therefore the desired brand.
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25

Pinarevli, Mehmet. "A Study On The Urban / Architectural Transformations In Kecioren District After 1990s." Master's thesis, METU, 2005. http://etd.lib.metu.edu.tr/upload/12606704/index.pdf.

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Ankara, being the capital, has been the most important city for the New Modern Turkish State on its way of establishing the modernity project of Turkey. The development of the urban planning projects proceeded on the basis of this aimed concept of the new society, carrying the privilege of being the symbol of the modern republic, prosperity and wealth. Keç
iö
ren is one of the main districts of Ankara. The main aim of this study is to analyze and describe the ideological departure of Keç
iö
ren from the concept of the &ldquo
modern&rdquo
Ankara, within the last ten years. Here the attitude of the municipality and its role as the agent of civil power leading the architectural and urban transformation of Keç
iö
ren from a district full of gecekondu to one full of &ldquo
decorated sheds&rdquo
will be discussed. Here, the term &ldquo
decorated shed&rdquo
, introduced by Robert Venturi, will be used for the explanation of the new architectural and urban elements Furthermore, the attitude of the society and the architects and contractors who are responsible for the actual case will be brought into argumentation. In this sense, other subsidiary terms will be used to explain the process of the case are
populism and politics, nationalism, the ideology of the Turkish nation (Tü
rklü
k), Turanism, Islamism and orientalism. Additionally, an important building in the district, the Estergon Castle, which has different characteristics from the other parts of the district, will be explained with the terms &ldquo
hyper-reality&rdquo
and &ldquo
kitsch&rdquo
by the explanations of Umberto Eco and Dorfles.
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26

Kassab, Cláudia Grünauer. "Os edifícios tombados e a consolidação da identidade urbana da Região da Luz." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/16/16134/tde-24062015-162344/.

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Este trabalho tem como objetivo realizar uma análise da consolidação da paisagem urbana da região da luz a partir do ano de 1872 a partir da documentação e análise de produções arquitetônicas tombadas na região, cujas particularidades estéticas caracterizam seu perfil histórico. A seleção de uma amostragem criteriosamente delimitada, é capaz de apresentar de maneira concisa e representativa a consolidação da identidade visual urbana contemplada atualmente. apresentando um paralelo com seus aspectos sociais, políticos, históricos e semiológicos, busca-se aprofundar a compreensão do fenômeno urbano desta região, ponto focal de profundas transformações artísticas e sociológicas, traduzidas na paisagem pelos mais de 90 edifícios tombados. A sucessão de movimentos estéticos, de reformas urbanísticas e de vetores demográficos deixou legado de impressionante diversidade, que fornece registro de valor inestimável aos estudiosos das transformações urbanas na cidade de São Paulo, bem como à todos os seus habitantes. Esta dissertação pretende valorizar e preservar estas referências.
This study intends to examine the consolidation of the urban landscape in the luz region in São Paulo, starting from the year 1872, by means of an analysis of architectural heritage works in that region, along with the aesthetical and historical pro- files of each building. The selection of a representative sample allows an understanding of the evolution of urban visual iden- tity in the region as it may be seen today. A parallel is drawn with social, political, historical and semiological aspects, seeking to deepen the understanding of the urban phenomenon that is reflected in the landscape by over 90 historical buildings. The succession of aesthetical movements, of urban reforms and de- mographic vectors has left an impressively diverse legacy, pro- viding a priceless register for the study of urban transforma- tions in são paulo. This study has the objective of preserving and documenting those references.
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27

Möller, Josefin, and Erika Lundström. "”Jag förknippar Stockholm med karriär, att man vill bli något. Att man inte är nöjd med livets färdiga väg som vi är i Skellefteå.” : En kvalitativ studie om hur individens identitet och självbild påverkas av bostadsorten." Thesis, Södertörns högskola, Sociologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-37367.

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The title of the essay is “I associate Stockholm with career focused, that you want to become something. That you’re not satisfied with the predetermined way of life that we are in Skellefteå” and is written by Erika Lundström and Josefin Möller. The purpose of this essay is to examine how the place of residence affects the individuals identity. The study is based on ten qualitative interviews with individuals residing and growing up in two different communities called Skellefteå kommun and Stockholms kommun in Sweden. A number of theories within identity creation, from for example Bauman (2004) and Pripp (2001), are used to understand the phenomena. The results demonstrate that the respondents experience a pride in living in each community. The respondents attitudes are reflected by their place of residence and how they experiences expectations to live by the community valuations to fit in. The respondents from Stockholms kommun experienced an expectation to have an education and a growing career while the respondents from Skellefteå kommun experienced an expectation to start a family and have a stable job. Their own identity is strengthened when the respondents talks about themselves in a relation to the other community which creates a kind of power imbalance between the communities.
Syftet med denna uppsats är att undersöka hur individens identitet och självbild påverkas av bostadsorten. Studiens empiri har samlats in genom kvalitativa semistrukturerade intervjuer med tio individer uppväxta och bosatta i Stockholms kommun samt Skellefteå kommun. Ett flertal teorier om identitetsskapande, från exempelvis Bauman (2004) och Pripp (2001), har använts för att förstå fenomenet. Resultatet av studien visar hur intervjupersonerna upplever en stolthet över att bo i respektive kommun, samt att individens identitetsskapande påverkas av förväntningarna som är kopplade till platsen. Intervjupersonerna från Stockholms kommun upplevde en förväntning på att ha en utbildning och en växande karriär, medan intervjupersonerna från Skellefteå kommun upplevde en förväntning på att bilda familj tidigt samt ha ett stabilt arbete. Den egna identiteten stärktes när intervjupersonerna talade om sig själva i relation till den andra gruppen, vilket skapar en slags maktobalans mellan de två kommunerna.
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28

Leon, Gomez Noemi. "Attractivité et identité, liens et enjeux dans la construction d’une métropole : le cas de Mexico (1977–2007) à travers trois exemples de projets d’aménagement." Thesis, Paris Est, 2010. http://www.theses.fr/2010PEST1114/document.

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Dans le contexte général de la compétitivité économique et territoriale, cette thèse étudie les rapports entre attractivité et identité du territoire urbain en examinant la question : l'attractivité du territoire peut-elle être déterminée par l'identité que ce territoire possède ? Cette question est étudiée du point de vue de l'urbanisme, en interrogeant les stratégies et pratiques de l'action publique dans les projets d'urbanisme développés dans le but de se positionner dans les classements des villes mondiales, en examinant en particulier la prise en compte de la composante identitaire des territoires considérés. Cette question est étudiée à la fois d'un point de vue théorique et pratique : dans un premier temps, l'étude théorique des définitions existantes et des relations proposées entre attractivité et identité permet d'organiser la production abondante mais séparée de ces deux champs, afin de les rendre convergents et de prendre la mesure de leur ampleur. Nous étudions ensuite la transposition de ce débat théorique à la pratique, en explorant ces questionnements au travers de travaux sur l'identité développés au Mexique, qui prennent en compte la culture, et les traditions ancestrales qui sont encore présentes dans l'espace urbain. Le Mexique constitue en effet un territoire qui possède une multiplicité d'identités, en raison de la superposition des cultures parmi lesquelles on peut citer la civilisation précolombienne, la colonisation hispanique, ou encore l'influence actuelle de l'Amérique du nord et du sud. Plus précisément, nous considérons comme champ d'étude le cas de Mexico entre 1977 et 2007. Pour cela, nous analysons les politiques urbaines, par la voie des actualisations et l'évolution du cadre juridique, des documents d'urbanisme et des programmes d'économie. Nous étudions en détail trois situations concrètes d'opérations et projets urbains emblématiques à Mexico : le projet Plaza Mariana, le projet de construction d'un nouvel aéroport et l'opération d'aménagement du quartier d'affaires Santa Fé. La méthode que nous mettons en oeuvre consiste à appliquer une même grille d'analyse à ces trois cas, pour identifier et structurer les composantes d'attractivité et d'identité dans chacun des cas. Ces analyses sont basées sur les caractéristiques géographiques, économiques et historiques du territoire et sur les jeux des principaux acteurs concernés. Nous concentrons notre observation à la fois sur la partie stratégique, par l'analyse de la prise de décision, et sur la partie opérationnelle, qui ont déterminé le succès ou l'échec des projets. Les résultats obtenus illustrent les différentes facettes des relations entre attractivité et identité qui permettent d'apporter des conclusions sous trois points de vue. D'abord, il apparaît que la corrélation entre attractivité et identité peut prendre diverses formes, que nous proposons de nommer complémentaire, conditionnelle et créative. En effet, l'analyse des projets étudiés montre que différentes relations peuvent être observées : l'identité peut être en conflit avec l'attractivité, recréée en faveur de l'attractivité, ou encore, pour un territoire en quête d'identité, construite et obtenue comme résultat de l'attractivité. Ensuite, nous montrons le rôle de la prise en compte des acteurs à différentes échelles, l'importance de leur intégration dans le processus de décision et le rôle des conflits ; nous mettons en évidence la capacité de mobilisation d'une population qui défend, détermine ou reconnaît l'identité de territoire par rapport aux objectifs d'attractivité. Enfin, selon un point de vue de gouvernabilité, nous soulignons le rôle de l'action publique, notamment dans les jeux de pouvoir local sur les décisions politiques et les prises de décision relevant de la dimension politique des données
Pas de résumé en anglais
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29

Morillo, Palomo Consolación. "Creación y posicionamiento de la Barcelona postolímpica como marca ciudad." Doctoral thesis, Universitat Ramon Llull, 2016. http://hdl.handle.net/10803/352472.

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La present tesi és una investigació de caràcter analític-interpretatiu sobre la creació i el posicionament de la ciutat de Barcelona com a marca ciutat després d’haver celebrat amb gran èxit mediàtic les Olimpíades de 1992. L’estudi es basa en l’estratègia de posicionament de Al Ries i Jack Trout, conté 300 referències bibliogràfiques i 17 entrevistes en profunditat a actors i creadors de la ciutat en el període analitzat: Ferran Mascarell, Jordi Hereu, Oriol Bohigas, Jordi Borja, Enric Casas, Marc Puig, Ferran Aisa, Josep Mª Casanovas, Pere Duran, Lluís Vendrell, Joan Campreciós, Mateu Hernández, Jordi Cardoner, André Ricard, Josep F. Valls, Xavier Mena and Carlo Galucci. Aquesta investigació es basa en el paradigma de la fenomenologia de Berger i Luckmann sobre la construcció social de la realitat i, per tant, aquest marc teòric ajuda a comprendre la construcció social de Barcelona com a marca ciutat.
La presente tesis es una investigación de carácter analítico-interpretativo sobre la creación y el posicionamiento de la ciudad de Barcelona como marca ciudad después de haber albergado con gran éxito mediático las Olimpíadas de 1992. El estudio se basa en la estrategia de posicionamiento de Al Ries y Jack Trout, contiene 300 referencias bibliográficas y 17 entrevistas en profundidad a actores y creadores de la ciudad en el período estudiado: Ferran Mascarell, Jordi Hereu, Oriol Bohigas, Jordi Borja, Enric Casas, Marc Puig, Ferran Aisa, Josep Mª Casanovas, Pere Duran, Lluís Vendrell, Joan Campreciós, Mateu Hernández, Jordi Cardoner, André Ricard, Josep F. Valls, Xavier Mena and Carlo Galucci. La investigación se basa en el paradigma de la fenomenología de Berger y Luckmann sobre la construcción social de la realidad y, por lo tanto, dicho marco teórico ayuda a comprender la construcción social de Barcelona como marca ciudad.
The thesis is an analytic and interpretative research about the making and positioning of Barcelona city as a brand. The study is based on the strategic positioning system of Al Ries and Jack Trout, it contains 300 bibliographic references and 17 interviews with actors and city creators during the studied periode of time: Ferran Mascarell, Jordi Hereu, Oriol Bohigas, Jordi Borja, Enric Casas, Marc Puig, Ferran Aisa, Josep Mª Casanovas, Pere Duran, Lluís Vendrell, Joan Campreciós, Mateu Hernández, Jordi Cardoner, André Ricard, Josep F. Valls, Xavier Mena and Carlo Galucci. This research is based in the social paradigm of phenomelogy of Berger and Luckmann about the social construction of reality, which helps to understand the social construction of Barcelona as a city brand after holding the Olympic Games in 1992.
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Nxumalo, Rutendo. "The influence of place and communicated identity on place image and attractiveness of the City of Johannesburg." Thesis, 2016. https://hdl.handle.net/10539/23769.

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A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management of Strategic Marketing, Johannesburg, 2016
Place branding is defined as the application of marketing techniques and activities, to differentiate and attract interest to promote the social and economic growth of cities, regions and countries. If marketers are to market their respective places effectively, they need to get a sense of the key characteristics that make up a place identity, with particular attention paid to what is perceived or understood as the image. The role of local residents is emphasised in the process of identifying the key attributes that comprise the identity and image of a place. The purpose of this research is to establish the identity of the City of Johannesburg from the perspective of stakeholders responsible for branding the metropolitan and to investigate the perceptions and image of the metropolitan by local residents. The research methodology adopted was a mixed method approach. Semi-structured in-depth interviews were conducted with destination marketing practitioners and the results were content analysed to identify key themes. The quantitative study sought to investigate the perceptions and image of the City of Johannesburg held by local residents using a structured questionnaire. The questionnaire consisted of questions relating to views on place identity, place image and communicated identity. Structural equation modelling was employed in the study for the purpose of analysing the quantitative data. Given the common brand associations made by practitioners and local residents interviewed, one can conclude that the City of Johannesburg is fundamentally South Africa's business hub and associated with opportunities and these associations are unlikely to change and will stay constant as the City goes through various growth cycles. The multi-faceted image of the City of Johannesburg was demonstrated by the different responses elicited from marketing practitioners and local residents. The crime association image does not bode well for the metropolitan and concerted ii efforts are required from all stakeholders involved in marketing the City to deal with the city's negative image
GR2018
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31

Valejo, Rita. "City Branding – a detailed study of the phenomenon of city branding and a developed case study for a chosen Portuguese city." Master's thesis, 2016. http://hdl.handle.net/10316/98937.

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Dissertação de Mestrado em Design e Multimédia apresentada à Faculdade de Ciências e Tecnologia da Universidade de Coimbra.
Nos dias de hoje as cidades vivem num ambiente altamente competitivo entre si pelos mais diversos fatores. É aqui que o design assume um papel fundamental ao aliar-se a estratégias de City Branding. Conse-quentemente, esta dissertação tem como foco a construção de uma nova identidade visual dinâmica e flexível para uma cidade portuguesa à escolha, a cidade de Viseu, com o intuito de promover o seu turismo e qualidade de vida, unindo o branding das cidades e o design num só e pretendendo ilustrar como, através de uma marca, se consegue afirmar a identidade de uma cidade. Nesse sentido, é fulcral compreender um conjunto de conceitos relaci-onados com o tema, bem como o significado de marca, a sua aplicação em diferentes cidades e países e a importância de estratégias de City Branding. Inclusive a influência da heráldica em todo o processo é uma temática que importa explorar, pois está na base dos símbolos das cidades e, ainda, o modo como as identidades evoluíram, isto é, como estas identidades, outrora estáticas e inertes, se transformaram em autênticos sistemas vivos, dinâmicos, flexíveis e como essa trans-formação veio modificar e beneficiar todo o panorama atual do City Branding e do design que, unidos, procuram alcançar um objetivo comum.
Nowadays, cities live in a highly competitive environment with each other by various factors. This is where design plays a key role in allying itself with City Branding strategies. Consequently, this dissertation focuses on the construction of a new visual dynamic and flexible identity for a chosen portuguese city, the city of Viseu, in order to promote their tourism and quality of life, unifying citie’s branding and design in one and intending to illustrate how it is possible to claim the identity of a city through a brand. Therefore, it is crucial to understand a set of concepts related to the topic as well as the meaning of brand, its application in different cities and countries and the importance of City Branding strategies. The influence of heraldry in the whole process is also an issue that should be explored because it is the basis of the symbols of the cities, and also how the identities evolved, ie how these identities, once inert and static, became authentic living systems, dynamic, flexible and how this transformation came to modify and benefit the whole current panorama of City Branding and design, which together, seek to achieve a common goal.
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Jenček, Lubor. "City branding krajských měst v Česku." Master's thesis, 2020. http://www.nusl.cz/ntk/nusl-415192.

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Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...
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Carvalho, Marta Fevereiro. "Macao as a brand: Can city branding change Macao’s image perceptions?" Master's thesis, 2014. http://hdl.handle.net/10071/8488.

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Competition between tourism destinations is becoming extremely fiercely as a result of the growing international tourism supply. Destinations are under constant pressure to attract visitors and promote cultural development, along with an ongoing necessity to raise the industry's quality standards. Destination image has been recognized as a key component for the success of the tourism management industry as it can influence traveler decision. Following this line of thought, the main goal of this dissertation is to explore the role that city branding plays on building Macao’s image perception on tourists and how it could be a competitive advantage to Macao. The research was conducted with the purpose of determining whether city branding can influence pre- and post-trip impressions held by foreigners regarding the image of Macao as a tourism destination.
A concorrência entre destinos tem vindo a tornar-se extremamente intensa fruto do crescimento da oferta do turismo internacional. Os destinos encontram-se sob constante pressão para atrair visitantes e promover o seu desenvolvimento cultural, paralelamente à necessidade de melhorar a qualidade da indústria do setor. A marca de um destino é considerada uma componente fulcral para o sucesso na gestão da indústria do turismo, uma vez que tem influência na escolha do local a visitar. Seguindo esta linha de raciocínio, o maior objectivo desta dissertação é explorar em que sentido a marca da cidade está relacionada com a percepção que os turistas têm da imagem de Macau, bem como perceber em que ponto pode revelar uma vantagem competitiva para a região. O estudo foi conduzido com o intuito de esclarecer de que forma o desenvolvimento da marca Macau pode influenciar as perceções anteriores e posteriores à viagem, no que concerne à imagem de Macau como um destino turístico.
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34

Monteiro, Patrícia Daniela Silva. "Stakeholders' involvement in City Branding: The participation and identification of Porto residents on the image of the city." Dissertação, 2016. https://repositorio-aberto.up.pt/handle/10216/86096.

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Monteiro, Patrícia Daniela Silva. "Stakeholders' involvement in City Branding: The participation and identification of Porto residents on the image of the city." Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/86096.

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36

Hsiao, Yu-Lin, and 蕭鈺林. "The Influence of Place Branding on City Image and Tourist Consumptive Behaviour." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/63493763719443406898.

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碩士
大葉大學
人力資源暨公共關係學系
96
Cities, places and countries all over the world are faced with the effects that economic and cultural globalization, and are challenged by changes in their local economic, cultural and social pattern. One of these effects is increased competition among places. Fierce competition for resources, for business relocation, for foreign investment, for visitors, even residents is evident in today’s world, so many places have become aware of a need to be recognized and to stand out against other places. Therefore, places have to create the distinguishing features, or offer a healthy investment environment, and then keep the characteristic of places in stakeholders’ mind. Furthermore, it must make use of a more holistic programs than marketing strategy which only sell the places, as well as develop an integrative place branding strategy to attract tourists, factories, companies and talented people and even to find markets for their exports. This requires places to adopt conscious branding to create positive images if they are to compete effectively on the global stage. The aim of this research is to analysis the process of the development of the place branding strategy for Lu Kong, as well as the four main purposes of this research are: 1. To examine the influence of each subconstruct of place branding on city image. 2. To examine the influence of city image on tourist consumption behavior. 3. To examine the influence of each subconstruct of place branding on tourist consumption behavior. 4. To examine that city image as a intermediary variable between place branding and tourist consumption behavior. First, a pilot study of 50 tourists to test the reliability and validity of the all factor structures. Subsequently, a survey of 411 questionnaires from tourists in Lu Kong were collected, and we conduct an exploratory factor analysis with principal axis factoring to uncover the underlying factor structure of place branding as assessed in the formal test. Finally , we adopt the method of hierachical regression to examine our hypothesis. The conclusion of this research can be stated summarily is that the elements of place branding will help Lu Kong to create distinguishing features that is difficulty to imitate rather than a homogeneous mass in Taiwan. Also, the trend of place branding has caused a great mass fervor from cities to cities in Taiwan. To attract or satisfy tourists and gain their loyalty, the place branding strategy adopted to promote the tourism resources of Lu Kong, the establishment of the brand value by taking consumers’ experience and emotion into serious concern and by firmly building up a dominant brand. With all of these, it will make great reputation, loyalty, image and identification association comes along generally; furthermore, place branding will also help to build up the emotional relationships with tourists and create opportunities of continual consumption.
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Serra, Raquel Xavier. "Criação de Uma Nova Identidade Visual Para a Cidade de Coimbra." Master's thesis, 2017. http://hdl.handle.net/10316/83008.

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Dissertação de Mestrado em Design e Multimédia apresentada à Faculdade de Ciências e Tecnologia
Com a crescente concorrência entre cidades, city branding surge como umaferramenta estratégica que tem em consideração os valores culturais, políticos eeconómicos da cidade fazendo uso destes enquanto recursos dentro da estratégiade promoção do local. Uma marca de cidade bem sucedida funciona como umaferramenta de marketing e deve reflectir uma mensagem baseada no estilo de vida,cultura, história, qualidade do lugar e vida enquanto mecanismos competitivosdas cidades. Esta dissertação centra-se na construção de uma identidade visual dinâmicasólida para a cidade de Coimbra capaz de afirmar a individualidade destae de a promover nos mais diversos campos.Desta forma, torna-se essencial compreender um conjunto de conceitos relacionadoscom o tema que se estendem desde a origem da marca ao recente tema deplace branding e importância de uma estratégia de marca de cidade bem estruturada.Por forma a entender o domínio visual da marca actual, é importante entendera evolução do conceito de marca e os factores que determinaram esta mudançadentro do paradigma corporativo e consequente necessidade de adaptação eflexibilização desta aos vários progressos tecnológicos que se fizeram sentir. A aquisição destes conhecimentos teóricos, juntamente com a análise de estudos de casodentro do âmbito corporativo e de lugar, constituem o alicerce para a construçãodo projecto práctico final.A razão por detrás da escolha do tema para este projecto em específico, que se materializa enquanto producto final da Dissertação, relaciona-se essencialmente com dois aspectos em particular.O primeiro, prende-se com o carácter recente e multidisciplinar que abrange otema de place branding, neste caso em específico, city branding. Este factor possibilita a aquisição e desenvolvimento de um espetro alargado de conhecimentosteóricos e competências prácticas que se podem estender quer a áreas de vertentetipicamente artística como design gráfico quer tecnológicas como web design,motion graphics ou design de interface. Uma característica especialmente importante dado o objectivo do curso relativamente à combinação das áreas científicase técnicas do design e das tecnologias de informação. Esta multidisciplinaridadepermite não só a aquisição de conhecimentos teóricos em várias áreas em simultâneo,dado o carácter multidisciplinar associado a city branding, como possibilitaa experimentação de diversos perfis profissionais numa fase de transição decisivaentre o universo académico e o profissional.O segundo factor prende-se com o objecto de estudo em questão. Coimbra trata-se de uma cidade que se salienta dentro do panorama nacional por aspectos como o seu património histórico-cultural, posição geográfica privilegiada ou carácterhistoricamente universitário. No entanto, a actual situação na qual se encontra asua identidade visual não constitui um factor favorecedor na promoção da cidade.Como será analisado mais à frente, existe uma grande incoerência visual e adaptaçãoinadequada da marca aos diferentes suportes físicos e digitais aos quais seestende, o que a impossibilita de alcançar o seu máximo potencial. O objectivodo presente projecto passa então pela elaboração de uma reestruturação da marca,coerente em todos os suportes visuais garantindo uma identidade sólida, coesa ereconhecível por todos os seus interlocutores.
With increasing competition among cities, city branding emerges as a strategictool that takes into account the cultural, political and economic values of the citymaking use of these as resources within the site promotion strategy. A successfulcity brand functions as a marketing tool and should reflect a message based onlifestyle, culture, history, place quality and life as the city’s competitive mechanisms.This dissertation focuses on the construction of a solid dynamic visual identityfor the city of Coimbra capable of affirming its individuality and promoting itin the most diverse fields.In this way, it becomes essential to understand a set of concepts related to the citybranding theme that extend from the origin of the brand to the recent themeof place branding and the importance of a well structured city brand strategy. Inorder to understand the visual domain of the current brand, it is important tounderstand the evolution of the brand concept and the factors that have determinedthis change within the corporate paradigm and consequent need to adaptand make it flexible to the latest technological advances. The acquisition of thistheoretical knowledge, together with the analysis of case studies within the corporateand place brand fields, are the foundation for the construction of the finalpractical project.The reason behind the choice of theme for this specific project, which materializesas the final product of the Dissertation, is essentially related totwo aspects in particular.The first relates to the recent and multidisciplinary nature of theplace branding theme, in this specific case, city branding. This factorthe acquisition and development of a broad spectrum of knowledgetheoretical and practical skills that can be extended to areas oftypically artistic as graphic design or technological as web design,motion graphics or interface design. An especially important featuregiven the aim of the course in relation to the combination of scientific areasand information technology and design techniques. This multidisciplinarityallows not only the acquisition of theoretical knowledge in several areas simultaneously,given the multidisciplinary character associated with city branding, as it allowsthe experimentation of various professional profiles in a decisive transition phasebetween the academic universe and the professional one.The second factor concerns the object of study in question. Coimbra dealsof a city that stands out in the national panorama by aspects likeits historical-cultural heritage, privileged geographic position or characterhistorically university. However, the current situation in whichtheir visual identity is not a favorable factor in the promotion of the city.As will be discussed later, there is great visual incoherence and adaptationthe different physical and digital media to whichwhich makes it impossible to reach its full potential. The objectiveof the present project then involves the restructuring of the brand,coherent across all visual media, ensuring a solid, cohesive identity andrecognizable by all its interlocutors.
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KUAN-YING, CHEN, and 陳冠螢. "The Study about the Effects of Destination Image and City Branding on Tourism Experience." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/80247253101175403370.

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碩士
國立臺北教育大學
社會與區域發展學系碩士班
102
Hosting a special event such as sport events, expositions, festivals, has been recognized as an important strategy not only for a short-term rise in tourist volumes and positive economic benefits, but also for improving a destination’s image and building a destination’s brand for sustainable development (Getz, 1997; Hall, 1992; Jago et al., 2010; Prentice and Andersen, 2003; Ritchie, 1984). Studies Analyzing the impact of special events on destination brands, extensive studies have been conducted on the significantly positive impact of events on a host destination’s image and branding (Kim and Morrison, 2005). Jago et al. (2003) developed a conceptual framework for building special events into destination branding after soliciting event experts’ opinions. This study also tried to explore the important factors of successful event in tourists’ mind. The data were collected from the “2013 Taiwan International Balloon Festival in Taitung” and “2013 Kaoshung City Balloon Festival”. Research findings suggest the following: (1) Tourists think Kaohsuing is a morden-trendy and young-spirited city and tourists think Taitung is a friendly-rugged、charming-unique and original-small town city (2) The city brand personality has a significant impact on tourists' experience. (3) Tourists think “2013 Taiwan International Balloon Festival in Taitung” destination images are better than“2013 Kaoshiung City Balloon Festival” destination image. (4) The festival destination image has a significant impact on tourist’s experience. (5) Tourist’s experience has a significant impact on tourist’s event success evaluation. Keywords: Destination Image, City brand, Festival
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Galeeva, Olga. "Lisbon Olympic Games 2028: visual identity." Master's thesis, 2016. http://hdl.handle.net/10400.26/17202.

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The Olympic Games are a mega-event that make the world’s largest cities compete for recognition and status. In recent years the Olympic Games have become economically significant, primarily as a result of the increasing commercialisation of sports. Hosting the Olympic Games is the opportunity for the city to improve itself, reshape the urban landscape, create a new statement on the world stage and make the city become desirable to investors, travellers, creative workers and global corporations seeking for new locations. It has also become one of the most obvious symbols of a global city. Athletes from all around the world gather together in one city and compete against each other in a variety of sports to realize their dreams of becoming Olympic champions. This type of events are always associated with a strong visual identity that makes them easily recognisable. For each edition of the Games, the host city develops its own logo and set of pictograms. The design is created in order to achieve two very specific goals: to work as a ‘wayfinder’ tool for spectators, while also representing the local culture. This project aims to create the visual identity for the hypothetical Olympic Games in Lisbon during the year 2028, taking into consideration its development, all multiplicities linked to technical and theoretical aspects of design.
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40

Su, Wan-Ju, and 蘇琬茹. "The Effect of Mega Event on Branding Image of City：2010 Taipei International Flora Exposition." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/02070994237939942611.

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碩士
義守大學
管理學院管理碩士班
99
The trend of globalization competition makes the local development started being valued from the nation competition that extends to unit in the city. Brand image in the city that conducts management''s creating to have mightiness through the city, the exploitation sells way''s re- packing the future development of city into the product that has an attraction, include industry, investor, settler, tourist etc., the cities that adopted destination marketing strategy intend to promote city reputation and image. In the global society, quite a few cities regard Mega-events as the best gateway to successful destination marketing, can brought huge tour business opportunities for the city and also accelerated constructing a modern infrastructure, even promoted a city rank into international fine reputation. Through the integration of region resource, to attract tourist, raises visibility in the city and develop a place and also hope through to regard Mega-event, ability and industry that showed to sponsor city''s preparing an international large activity develop of competition strength, promote the image and economic benefit of city and nation.
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Chao, Yung-Jy, and 趙永智. "The Influence of Corporate Image by Corporate Identity System in Taipei City Zoo." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/pq6kc7.

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碩士
世新大學
觀光學系碩士班
90
The Influence of Corporate Image by Corporate Identity System in Taipei City Zoo Advisor：Prof. Jia-Jy Yen,Ph.D. Graduate Student：Yung-Jy Chao Shih Hsin University Tourism Department [Abstract] The Taipei Zoo has specific operating philosophies, which are reservation, education, recreation, and study, and has its own corporation identity system. Therefore, this thesis takes Taipei Zoo as the study object. The thesis focuses on the using condition and ideas of design of the CIS for Taipei Zoo, and investigates the position of Taipei Zoo perceived by the tourists. In addition, Taipei Zoo takes “Formosan Sika Deer” as its CIS, and “Green” as the corporate color at present. However, it is worthy of advanced study that whether Taipei Zoo considered tourists’ opinions at the time it designed the CIS and the corporate color. This thesis has three purposes. First is “the image of Taipei Zoo perceived by tourists”. After factor analysis, three factors can be acquired: “the nature of entertainment places”, “to provide good service”, and “the nature of public welfare and education”. Second is “whether there is difference between the image of Taipei Zoo perceived by tourists and delivered by Taipei Zoo itself”. The finding is that there does not exist significant difference. However, in the third factor, “the pursuit of entertainment experiment”, there exists significant differences between tourists and managers of Taipei Zoo. (P<0.05) Taipei Zoo emphasizes equally on four philosophies: reservation, education, recreation, and study. However, the main purpose of tourists is recreation, which is not quite the same with Taipei Zoo. Besides, Taipei Zoo and tourists put different degree of importance on recreation. Tourists stress more on the value of recreation, especially the pursuit of recreation experiment. As for the third study purpose, this thesis figures out that, of the native animals exhibited by Taipei Zoo, the most expected by tourists are in turn Formosan Black Bear (31%), Formosan Sika Deer (17.4%), Formosan Macaque (12.6%), Clouded leopard (11.6%), and Formosan Wild Boar (3.6%). Apparently, tourists expected Formosan Black Bear more than other animals as the theme of CIS. Moreover, for the corporate color expected by tourists, this thesis figures out that the colors are in turn green, blue, yellow, and red. 【Keywords】: Corporate Identity System,Corporate Image, Zoo
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42

Anastácio, Margarida Nunes. "City Branding - Aveiro: how Aveiro is perceived by its residents and tourists?" Master's thesis, 2019. http://hdl.handle.net/10071/19041.

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The worldwide tourism development, aligned with the globalization and the competition between places & cities create the need for cities to differentiate themselves from other cities around the world, in order to attract investment, tourists and future residents. City branding is the strategic tool that allows cities to differentiate from one another, by publicizing the city’s competitive advantage. Until the last decade, city branding has not been the subject of much analysis. Derived from the city marketing, the city branding aims to create preference, loyalty to the city and a positive customer-visitor experience among the various targets. This project has conducted interviews to major stakeholders from public and private sectors and has descriptively analysed perceptions of 274 locals / residents and tourists on Aveiro’s characteristics. Finally, we suggested recommendations to be implemented by city administrators and promoters, allowing them to brand the city and to turn Aveiro in one of the tourists first choice when visiting a city. The city of Aveiro, in the Centre of Portugal, known by Ria de Aveiro, the moliceiro, the architecture and the gastronomy, was the chosen city for this study for being one of the tourism destinations in Portugal where the topic of city branding has never been explored. The region of Aveiro is very diverse and dynamic for the tourism activity, being Aveiro the municipality of the region with higher volume of tourism. The main contribution of this study relied on the practical approach and specific recommendations suggested to the city and region.
O desenvolvimento do turismo mundial, aliado à globalização e competição entre sítios e cidades desenvolve a necessidade das cidades se diferenciarem umas das outras, de modo a atraírem investimento, turistas e residentes. City branding é a ferramenta estratégica que permite a diferenciação entre cidades, ao publicitar a sua vantagem competitiva. Até à última década, city branding não tem sido assunto de muita análise. Derivado de city marketing, o city branding cria preferência, lealdade à cidade e uma experiência cliente-visitante positiva. Neste projeto foram entrevistados intervenientes do setor público e privado e analisadas as perceções de 274 locais / residentes e touristas, relativamente às características de Aveiro. Finalmente, foram delineadas recomendações a serem implementadas pelos administradores e promotores da cidade, criando o brand da cidade para tornar Aveiro na cidade de escolha dos turistas. A cidade de Aveiro, no Centro de Portugal, conhecida pela Ria de Aveiro, pelo moliceiro, pela arquitetura e pela gastronomia, foi a cidade escolhida para este estudo por ser um dos destinos turísticos de Portugal onde o tema nunca foi explorado. A região de Aveiro é muito diversa e dinâmica para a atividade turística, sendo Aveiro o município da região com maior volume turístico. A principal contribuição deste estudo traduz-se na sua abordagem prática e nas recomendações especificamente dirigidas à cidade e região.
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43

Amaral, Filipe Manuel Sousa. "Criação de uma nova identidade visual e website para o município de Vila Real." Master's thesis, 2021. http://hdl.handle.net/10316/96033.

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Dissertação de Mestrado em Design e Multimédia apresentada à Faculdade de Ciências e Tecnologia
Atualmente, é cada vez mais necessário que as cidades criem uma identidade visual que as caracterize, lhes dê notoriedade e as distinga das demais. Para atrair investimentos, novos habitantes e visitantes, tanto a nível nacional como a nível internacional, as cidades devem comunicar ativamente as suas qualidades. É aqui que o design assume um papel fundamental na dinamização da identidade de uma cidade. Assim, é importante que para um município como o de Vila Real seja criado um novo sistema visual, incluindo todos os elementos constituintes da sua assinatura e os seus pictogramas, que seja facilmente reconhecível, adequada ao seu desenvolvimento constante e adaptável a todo o tipo de material promocional e que, com o passar do tempo, esteja preparada para qualquer tipo de evento futuro que se vá realizar dentro do seu limite geográfico, quer no espaço físico, quer no espaço tecnológico, através do website que será criado, e da sua divulgação nas redes sociais.Atualmente, é cada vez mais necessário que as cidades criem uma identidade visual que as caracterize, lhes dê notoriedade e as distinga das demais. Para atrair investimentos, novos habitantes e visitantes, tanto a nível nacional como a nível internacional, as cidades devem comunicar ativamente as suas qualidades. É aqui que o design assume um papel fundamental na dinamização da identidade de uma cidade. Assim, é importante que para um município como o de Vila Real seja criado um novo sistema visual, incluindo todos os elementos constituintes da sua assinatura e os seus pictogramas, que seja facilmente reconhecível, adequada ao seu desenvolvimento constante e adaptável a todo o tipo de material promocional e que, com o passar do tempo, esteja preparada para qualquer tipo de evento futuro que se vá realizar dentro do seu limite geográfico, quer no espaço físico, quer no espaço tecnológico, através do website que será criado, e da sua divulgação nas redes sociais.
Currently, there’s an increasing need for cities to create a visual identity that characterizes them, gives them notoriety and distinguishes them from the others. To attract investments and new people, both nationally and internationally, cities must actively communicate their qualities. It is here that design takes on a fundamental role in boosting the identity of a city. Thus, it is important for a city like Vila Real to create a recognizable visual system, including all the elements that make up its signature and its pictograms, suitable for its constant development and adaptable to all types of promotional material and, over time, to be prepared for any type of future event that will take place within its geographical boundary, both in a physical and technological space, through the website that will be created, and through the dissemination on social networks.Currently, there’s an increasing need for cities to create a visual identity that characterizes them, gives them notoriety and distinguishes them from the others. To attract investments and new people, both nationally and internationally, cities must actively communicate their qualities. It is here that design takes on a fundamental role in boosting the identity of a city. Thus, it is important for a city like Vila Real to create a recognizable visual system, including all the elements that make up its signature and its pictograms, suitable for its constant development and adaptable to all types of promotional material and, over time, to be prepared for any type of future event that will take place within its geographical boundary, both in a physical and technological space, through the website that will be created, and through the dissemination on social networks.
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44

Helmy, Mona [Verfasser]. "Urban branding strategies and the emerging Arab cityscape : the image of the Gulf city / vorgelegt von Mona Helmy." 2008. http://d-nb.info/991463951/34.

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45

Chang, Ya Wen, and 張雅玟. "The Research into Event Marketing,City Image and Civic Identity-Using “Taichung Jazz Festival ” as the Research Object." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/87150112054426805864.

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碩士
亞洲大學
休閒與遊憩管理學系碩士在職專班
101
“The City of Jazz,” broadening the global views of her citizens and introducing international performances to the city, is one of the key policies of Taichung City Government, with cultural activities, to market Taichung city. The policy can expand its linkage with the local instruments industry. Also “Taichung Jazz Festival” is expected to be the cultural assets. Whether a public issue like this is able to construct the civic identity is the core topic of the study. The research aims to explore “Taichung Jazz Festival”, by which further examines the correlation among event marketing, civic identity and city image. The research methods include literature review, questionnaire and quantitative analysis. The questionnaire respondents are citizens of Taichung City who are over sixteen years old. Of 476 valid questionnaires are analyzed by the researcher with descriptive statistics, factor analysis, independent sample test, ANOVA, and Pearson’s correlation to acquire the research results. The results of this research are described as follows. For citizens of different backgrounds, the hypothesis that their “ Taichung city image” shows significant differences is partly valid, and so is that of their identification with “Taichung Jazz Festival” showing significant differences. Besides, part of the hypothesis that the understanding of her citizens for the event marketing of “Taichung Jazz Festival” shows significant differences is also valid. The more impressive the city image of “The City of Jazz” of her citizens is; the more identification with “Taichung Jazz Festival” is. Also, the more the citizens know about the event marketing for “Taichung Jazz Festival”; the more they identify with the event. Finally, there is a positive correlation between the event marketing of “Taichung Jazz Festival” and Taichung city image of “the City of Jazz.” In addition to elaborating the research purpose, the research also serves as one of the policy analyses for the prospective promotion of “Taichung Jazz Festival” as well.
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WEN, WEN-PIN, and 溫文斌. "The Research of the School Marketing Strategy, School Brand Image, School Identity and Parent’s Satisfaction of Junior high school in Yilan City, Yilan County." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/v4zfp6.

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碩士
醒吾科技大學
行銷與流通管理系所
106
This study focuses on exploring the relationships among school marketing, school brand image, school identity and parental satisfaction. First of all, the research framework was established referring to the current situation and needs of education in Yilan City. Then, a questionnaire survey was conducted, and parents whose children attend the public middle school in Yilan City were randomly selected as the research participants. A total of 440 questionnaires were distributed. To eliminate 36 invalid questionnaires, 404 valid questionnaires, the effective questionnaire recovery rate was 92%. The data were analyzed using SPSS software, and other methods such as descriptive statistics, Independent-Sample T Test, One-way ANOVA, and regression analysis were also adopted. With a view to developing characteristics, promoting marketing strategies, and establishing school image, this study hopes to assist schools in the district to gain a widespread recognition and parental satisfaction. Key findings of the study are as follows: 1. School marketing has a significantly positive effect on the school brand image. 2. School marketing has a significantly positive effect on school recognition. 3. School marketing has a significantly positive effect on parents’ satisfaction. 4. The school brand image has a significantly positive effect on school recognition. 5. School recognition has a significantly positive effect on parents’ satisfaction. 6. The school brand image has a significantly positive effect on parents’ satisfaction. 7. Moderate correlation exists among school recognition, school marketing and parents’ satisfaction. 8. Moderate correlation exists among school recognition, school image and parents’ satisfaction. 9. Parents of different age groups have a significant influence on the school image. There is a significant difference for the group aged 20 to 30. 10. There is no statistically significant difference for parents of different education levels to show correlations among school marketing, school image, school recognition and parent’s satisfaction. In conclusion, based on the research results, the study puts forward some practical recommendations as the reference for the administrative teams to manage their direction and for teachers to improve their profession in the future. Keywords: School Marketing Strategy, School Brand Image, School Identity, Parental Satisfaction
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Брызгалов, Д. А., and D. A. Bryzgalov. "Образ Екатеринбурга в представлениях его жителей как ресурс городского брендинга : магистерская диссертация." Master's thesis, 2017. http://hdl.handle.net/10995/48058.

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Рассмотрение образа города представлено через призму классических и современных положений социологии города, социологии социального пространства, теории символического интеракционизма и концепции брендинга территорий. Проведенное эмпирическое исследование позволило выделить версии символических реальностей, присущих Екатеринбургу, и проверить каждую их них, насколько они являются доминирующими в представлениях его жителей. Сконструированный на основе совместного анализа данных опроса и контент-анализа образ города является отражением наиболее ярких черт Екатеринбурга, которые можно использовать при разработке целостной концепции брендинга.
Consideration of the image of the city is represented through the prism of the classical and modern positions of the sociology of the city, the sociology of social space, the theory of symbolic interactionism and the concept of territory branding. The empirical study made it possible to identify the versions of the symbolic realities inherent in Yekaterinburg, and to test each of them as far as they are dominant in the representations of its citizens. Designed on the basis of a joint analysis of survey data and content analysis, the image of the city is a reflection of the most striking features of Ekaterinburg, which can be used to develop an integral branding concept.
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McBride, Jordan Ray. "Common city attributes and contact employees : a case study of Indianapolis, Indiana." Thesis, 2014. http://hdl.handle.net/1805/3813.

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Indiana University-Purdue University Indianapolis (IUPUI)
Indianapolis is considered by many a competitive, large population city with incredible resources for business conferences and event tourism. The city’s flagship event, The Indianapolis 500, has paved the way for the city’s success. With initiative, planning, construction, and implementation the city’s tourism prowess has grown over the past three decades. Indianapolis has become host to a plethora of mid-size and large conferences every year, a regular on the host circuit for the NCAA Final Four, host of the annual Big Ten basketball tournament and most recently the host of the 2012 Super Bowl. Indianapolis continuously attempts to bring in more events every year. Not many residents get to see, or are even aware of, the associates busy at work attempting to fill hotel rooms, conference centers and stadiums. The Destination Marketing Organizations (DMOs) of the city are constantly working and tweaking strategies to increase exposure and get tourists excited about visiting Indianapolis. However, it is difficult to identify what truly separates Indianapolis as a tourist destination from any other competitive, second-tier population, landlocked city. Centrality within the country and the tourism infrastructure may be argued, but a representative from nearly any city in competition with Indianapolis may make a counterpoint to most resources. Instead of running in circles with this argument, this thesis looks to probe into a resource for Indianapolis that could be turned into a strong marketing tool for tourism: its employees. The overall purpose of this study was to examine the perceptions of resident contact employees in the food service and lodging industries concerning Indianapolis’ tourism attributes, and their relation to Indianapolis’ destination marketing and managerial strategies.
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49

Stergiopoulou, Eleni. "Occidentalism in Russian Travel Literature in the 18th Century: Example of Nikolai Mikhailovich Karamzin." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-324093.

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Occidentalism in Russian Travel Literature in the 18th Century: Example of Nikolaj Mihailovič Karamzin Summary The purpose of this research is to explore how the national and cultural identity of Russia was constructed in the eighteenth century through the vehicle of travel writing. At the heart of this research is a close analysis of the travels of the Russian author Nikolaj Karamzin to the Western Europe. Karamzin's Letters of a Russian Traveller is a travelogue in the form of memoir in epistolary arrangement based on his travels through the states of Germany, Switzerland, France and England in 1789-1790. The era and the author chosen are justified by the graveness that the eighteenth century has for the history of the Russian literature. An era of major transformations in all social and cultural aspects of the till-then known Russian lifestyle set the ground for a move towards modernity. By travelling to the Western Europe and displaying the values and rich greatness of some aspects of the cultural, political and social lives, Karamzin proposes a set of alternative national ideals. These ideals would assist the country and the nation to get closer to the standards of the Western traditions and subsequently closer to 'paradise' and the 'perfect' life. As a contextual backup for the analysis of Karamzin's...
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50

Zimt, Alexandra. "Koloniální nemovité dědictví a obrazy města ve východní Asii: Případová studie Kóbe a Inčchonu." Doctoral thesis, 2021. http://www.nusl.cz/ntk/nusl-448820.

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This paper studies two former treaty ports, Kobe in Japan and Incheon (Chemulpo) in South Korea following the scholarship of Jennifer Robinson (2006) in building social scientific knowledge upon case studies of the so-called "ordinary cities". Using a "bricolage" of sub-fields of social anthropology and research techniques, the study focuses on the built remnants from the colonial period in the two cities and their perceived image to further develop on ethnographies of sensescapes and post-colonialism. The present study is an addition to the scholarship of urban anthropology through tracing out the formations of personal images of a city among their inhabitants, emic perceptions of "danger" and "oldness" in relation to built environments in Japan and South Korea and discussing the relevance of post-colonial sensibilities for place image creation. Keywords: urban anthropology, socio-cultural anthropology, collective memory, city branding, city image, post-colonialism, settler urban heritage, Japan, South Korea
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