An interdisciplinary debate on project perspectives
Table 2 Effective factors on city image
From: Strengthening the city’s reputation in the age of cities: an insight in the city branding theory
Sub category | Category | Concept | |
|---|---|---|---|
City image | Economic performance | Competitive advantage | Improvement of quality of life environment, knowledge-based economy with cultural and tourism activities, reduction of uncertainty in decision-making for investment |
Value-added | Enhancement of productive services, the increased value of estates and capital, increase in taxes, business boom | ||
Economic development | The attraction of investors, elimination of geographical boundaries for economic purposes, brand as intangible capital, competition between cities and countries | ||
World economy | Hosting for world financial institutions, connection to the world economy, application of tourism capacities as a part of the world economy | ||
Cultural activities | Improving the city identity | Detection of city differences, recognition of city identity, regeneration of cultural heritage, emphasis on city landmarks | |
Improvement of the image of the place | Detection of strengths of place, recognition of residents’ view about the city, recognition of visitors’ view about the city, participation of citizens in the creation of an ideal city image | ||
Human development of community | Development of cultural policies, Promotion of level of education of citizens, the competitive advantage of universities, globalisation of universities | ||
Global events | Targeted hosting for global events, events as cultural capital, partnership as sister cities and expansion of international interactions | ||
Policy making | Competitive strategy | Competition between cities in the world with different motives, the attraction of economic and social capital, sustainable urban development | |
Domestic political structure | Type of political system, the activity of cities under supervision of national policies, city branding as public policy, government participation in investment and city branding | ||
Foreign political structure | Role of the national brand index in the attraction of resources, the impact of national identity on the identity of cities, foreign affairs, replacement of non-oil economy | ||
Media and advertising | Cultural advertising policies | The utilisation of the media in the introduction of the city brand, constructive changes by cultural tools | |
Improvement of the advertising infrastructure | Development of technology to cover cultural-sports events, development of satellite networks, the establishment of online advertising bases | ||
Development of promotional and advertising Package | Application of logo, suitable slogans, effective public relations, the illustration of the city as the best choice, targeted advertising | ||
Urban planning | The strategic plan | A balance between global pressure and local needs, attention to city brand location, recognition of stakeholder interests, utilisation of stakeholder powers, recognition of identifying characteristics of the city, promotion of a sense of belonging to the city brand | |
Urban development projects | Connection of construction projects for branding purposes, development of urban public spaces, development and renovation of urban infrastructure, inspiration from global tourism models | ||
Management of city brand | Meaningful branding, dynamic brand management, proper identification of interest groups, decision-making based on the engagement of stakeholders, urban managers’ stability in city branding objectives, the connection between political organisations |