Viriya Taecharungroj: Strategic City Branding, Kartoniert / Broschiert

Klappentext

City branding is crucial for the development of cities. Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This book demonstrates how cities can leverage their unique characteristics to build an appealing brand and attract tourists, residents, and investors.

The book presents a structured approach to city branding, featuring 24 concise case studies from various Asian cities. Readers will learn about the organisation of city branding efforts, city brand identities and visions, and the brand positioning process. It covers comprehensive execution strategies and methods for evaluating branding success. Each chapter offers conceptual tools for applying these ideas in practice, and the Asian case studies provide real-world insights into city branding.

This book is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic and delivers both an academic foundation and practical tools, equipping readers with the knowledge needed to create strong city brands.

The Open Access version of this book, available at http://www. taylorfrancis. com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.