University and city marketing - the cases of Poznań, Wrocław and Kraków. Model approach

Glinka, Kamil

doi:10.15503/jecs20171.256.272

Cited by 2 publications

(1 citation statement)

References 18 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…To solve this problem, Glinka (2017) figures out education as the shared expectation of three typical target groups (students, investors/entrepreneurs and citizens). Students need a place of qualified education with employment opportunities while businesses need an educated workforce besides appropriate infrastructure.…”

Section: Introductionmentioning

confidence: 99%

Applying the Zaltman metaphor elicitation technique on understanding place image

Truong

2019

JABES

View full text Add to dashboard Cite

Purpose Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the city follow a strategy to meet the shared expectations of stakeholders instead of trying to create separate images toward different audiences. The paper aims to discuss these issues. Design/methodology/approach Therefore, this study selects the bottom-up approach from the viewpoint of Danang students whose requirement is consistent with those of investors, citizens and tourists. Findings The finding represents the initial associations of students about Danang as a livable, friendly, dynamic, modern coastal city of tourism and development with many opportunities, potential, attraction, integration and hometown feel. These salient images are exceeded from city characteristics, such as natural endowment, leisure places, beautiful scenes, diverse cuisine, peaceful, suitable living environment, orderly traffic, infrastructure and local people. Besides, crowded caused by development and population growth leads to an unpleasant feeling about narrow spaces but can be overwhelmed by the bustle. Although the result shows the success of Danang in communication, it also figures out the loss of the livable image in local students’ minds. Practical implications Hence, Danang must boost the positive effects of tourism development and limit its negative side. University–city cooperation through co-branding strategies can be considered a solution. Originality/value The study contributes not only to branding Danang but also to the literature because this is the first complete application of the Zaltman metaphor elicitation technique in city branding.

show abstract

Section: Introductionmentioning

confidence: 99%

Applying the Zaltman metaphor elicitation technique on understanding place image

Truong

2019

JABES

View full text Add to dashboard Cite

show abstract

City Branding and Universities: How City Brands Can Use Universities as Part of Their Strategy

Briciu¹,

Gherghinoiu²,

Groza³

et al. 2021

8th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS Proceedings, 2021

View full text Add to dashboard Cite

City branding is a topic discussed very much in tourism and also in marketing, its impact being visible in both fields. While tourism is concerned with city branding because it can help destinations attract more tourists and make more profit, the marketing field is trying to find new ways to promote, position and differentiate city brands in order to gain a competitive advantage in this overcrowded market. On the other hand, city brands can also provide benefits regarding consumption behavior of customers, who are more informed than ever and have a lot of different choices to make, but less time at their disposal and usually risk is involved in these decisions. In this paper, the authors will develop and use the economic approach of treating places (e.g., cities) as consumer products, from a functional paradigmatic perspective of the brand, from which individuals are seen as �homo economicus�, consumer decisions are based on rational motives, so there are transactions between the brand and the consumer which are more or less tangible. Although there are many directions in which city brand strategy can go (culture, entertainment, seasonal tourism, etc.), cities that have a strong academic center can benefit from the association between the city�s communication strategy and the local university�s communication strategy, using co-branding in order to gain an advantage and attract more people to the city. For this particular topic, we have chosen the city of Brasov, Romania, a city that has a renowned university, namely Transilvania University of Brasov that nowadays represents the largest comprehensive university in the center of the country. We conducted a research regarding the students perception of the city brand of Brasov in order to find out their opinions about this topic and if we can use them as brand ambassadors in a future city branding strategy and also if the university can be used as a co-brand in this strategy.

show abstract

University and city marketing - the cases of Poznań, Wrocław and Kraków. Model approach

Cited by 2 publications

References 18 publications

Applying the Zaltman metaphor elicitation technique on understanding place image

Applying the Zaltman metaphor elicitation technique on understanding place image

City Branding and Universities: How City Brands Can Use Universities as Part of Their Strategy

Contact Info

Product

Resources

About