Place, Organization, Democracy: Three Strategies For Municipal Branding

Wæraas, Arild; Bjørnå, Hilde; Moldenæs, Turid

doi:10.1080/14719037.2014.906965

Cited by 47 publications

(43 citation statements)

References 41 publications

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“…Place branding is an area where political decisions play an important role and, as a result, is connected to the local administrative organization and procedures for the execution of a local policy [40]. Waeraas et al [54] even propose to divide branding activities undertaken by territorial units into three types of strategies: (1) place branding (a municipality is treated as a geographic entity), (2) organizational branding (a municipality as an administrative entity), and (3) democracy branding (a municipality as a political institution).…”

Section: The Concept Of City Brandingmentioning

confidence: 99%

“…If the division of branding activity initiated by municipalities into three types of strategies [54] is accepted, then the posts of cities from Poland and Ukraine considered in the study should be qualified into separate strategies. The contents of posts published by Polish cities provide a basis for claiming that, in their majority, they fall into the first category mentioned above, that of "place branding".…”

Section: New Traits Of City Brand Personality Identified During Analysismentioning

confidence: 99%

“…The classification proposed by Waeraas et al [54] allows for a more profound interpretation of the analysis of posts published by municipalities covered in the study. For example, the Prosocial Attitude dimension, which was relatively often used to describe posts published by Ukrainian cities, only seemingly suggests that these cities are initiating pro-social activities.…”

Section: New Traits Of City Brand Personality Identified During Analysismentioning

confidence: 99%

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City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage

Glińska

Rudolf

2019

Sustainability

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City branding is becoming more and more popular, not only as a field of research, but also as a practice of local governments. Municipalities attempt to introduce this concept into their sustainable transformation process, positioning a city among its stakeholders as, for instance, an eco-oriented, innovative, or smart city. An idea that fosters building a strong and consistent city brand is brand personality. The aim of the paper is to diagnose a city’s brand personality dimensions/traits communicated via posts published on official Facebook accounts of cities and to identify differences occurring within this scope between cities of two selected Central and Eastern European countries—Poland and Ukraine. To achieve this aim, the research involved a content analysis of 1700 posts published by 34 municipalities representing regional capital cities of Poland and Ukraine. On the basis of these study results, the authors have supplemented the Aaker (1997) five-dimensional scale of brand personality with the sixth dimension: Prosocial Attitude, which includes cooperative and bureaucratic traits, to better comply with the approach of cities to problems of their inhabitants and their surrounding environment, which is consistent with the idea of sustainability. Furthermore, the fifth trait has been added to characteristics which make up Aaker’s Excitement dimension. Dubbed as patriotic, it refers to the city’s activities related to the local celebration of historical events, indicating national pride and identification with its place of residence. Bureaucratic and patriotic traits were quite frequently observed in posts published on the official Facebook accounts of Ukrainian cities. Moreover, the research proves that in case of Polish cities the dominating brand personality dimensions are Sincerity and Excitement. Ukrainian cities tend to exercise communication based on the Sincerity and Competence dimension.

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Section: The Concept Of City Brandingmentioning

confidence: 99%

Section: New Traits Of City Brand Personality Identified During Analysismentioning

confidence: 99%

Section: New Traits Of City Brand Personality Identified During Analysismentioning

confidence: 99%

See 1 more Smart Citation

City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage

Glińska

Rudolf

2019

Sustainability

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“…Entonces, el primer nivel; la marca base es en función de la exportación de los productos y la manera efectiva de diferenciar el producto utilizando en su mayoría el marketing mix (Precio, Promoción, Plaza, Producto), pero solo en función de la marca [33]. Por explicación del segundo nivel; Posicionamiento de Sector, se refiere al valor agregado (ventaja competitiva) que tiene una asociación de empresas de un solo sector para ganar más competitividad a nivel internacional [34].…”

Section: La Construcción De Marca -Brandingunclassified

Branding: A competitive strategy in the wine industry

Flores

Ortiz

2019

BIO Web Conf.

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Over the years the wine has had a considerable development in terms of competitiveness given that more and more companies are joining this agro-industrial market and it is crucial to develop strategies such as branding aimed at the country variant so that this In this way, greater international support and recognition of a good land that harvests quality wine is generated. For this reason, in the following work we can observe a theoretical framework directed towards the explanation of competitiveness in a general way together with the development of the concept of branding together with the country variant, mentioned above, so that in this way there is a contribution towards the wine industry, a concept that is also explained in a concise way to give the reader an overview of the importance of the relationship between branding and competitiveness. This work is a qualitative analysis based on a descriptive-documentary study.

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“…However, it should be noted that, at the inter-municipal level, municipalities compete in many ways, most obviously on economic or resource-based issues such as labour or energy, yet also in terms of profile, branding and quality of life (Bulu, 2014;DiGaetano and Strom, 2003;Hodson and Marvin, 2010;Timms, 2011;Waeraas et al, 2015). Urban sustainability is one arena for competition, as indicated by efforts to cultivate green city brands (Andersson, 2015;Busch and Anderberg, 2015;Hult, 2015;Mejía-Dugand, 2016) and the proliferation of sustainable city indexes (Mori and Christodoulou, 2012).…”

Section: Governing Urban Sustainability At Different Levelsmentioning

confidence: 99%

Sustainability · Strategy · Space: exploring influences on governing for urban sustainability in municipalities

Fenton¹

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The pursuit of urban sustainability is considered central to sustainable development and is a key objective of the global Sustainable Development Goals (2015) and the New Urban Agenda (2016). This thesis aims to contribute to debates on urban sustainability by providing insights as to the role of actors participating in processes of governing for urban sustainability, with particular focus on the municipal organisation.The thesis employs an interdisciplinary approach to illustrate divergent approaches to governing for urban sustainability, with reference to empirical studies of strategic planning processes in municipalities in selected North-western European countries -Sweden, Switzerland and The Netherlands.These studies address themes including climate change, sustainable transport and multi-level governance. The thesis provides a broad overview of theoretical discussions related to governing, strategy and planning, the role of actors in governing for urban sustainability, and the particular importance of climate change as a challenge for urban sustainability.A number of research gaps are identified and addressed in two research questions, focusing on the organisation and practice of processes of governing for urban sustainability, and the factors influencing actors participating in such processes. The thesis responds to these research questions with reference to five appended papers, which illustrate different dimensions of governing for urban sustainability.The first paper concerns the organisation of processes to develop energy and climate strategies in Swedish municipalities, and the second paper highlights the experiences of actors participating in such processes. The third paper presents results from a survey illustrating the expectations of stakeholders active in governing transport in the city of Norrköping, Sweden.In the fourth paper, the development and implementation of policies aiming for sustainable transport and urban sustainability in Basel, Switzerland, are discussed. In the final paper, cooperation through transnational municipal networks is explored with reference to the World Ports Climate Declaration, an initiative of the city of Rotterdam.ii The thesis confirms the presence of five factors -capacity, mandate, resources, scope and will -that shape the "strategy space" of actors and play an important role in conditioning the form and content of processes of governing for urban sustainability. The thesis suggests that the ways in which a municipal organisation perceive and mobilise the five factors will strongly determine the extent of its sustainability strategy space.In sum, municipal organisations and other actors participating in processes of governing for urban sustainability need to mobilise the five factors and expand their strategy space, in order to achieve vertical and horizontal alignment of strategic objectives and facilitate implementation that delivers transformative change.iii Populärvetenskaplig sammanfattning Hållbar stadsutveckling är nödvändig för hållbar utvecklin...

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Place, Organization, Democracy: Three Strategies For Municipal Branding

Cited by 47 publications

References 41 publications

City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage

City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage

Branding: A competitive strategy in the wine industry

Sustainability · Strategy · Space: exploring influences on governing for urban sustainability in municipalities

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