City Branding
City branding can be complex, messy and quite a challenge, but in a globalized, ultra-connected world it is also becoming increasingly important. The following articles offer expert insights, case studies and essential information for city branding professionals and researchers, including thoughts on city image and reputation rankings.
Edith Wong of Invest Hong Kong on FDI and Talent Attraction Strategies
Edith Wong, Chief Marketing Officer at Invest Hong Kong, illustrates how "Asia's World City" positions itself as attractive place for foreign direct investment and businesses.
Thorsten Kausch on Hamburg, MICE and the Future of City Marketing
Thorsten Kausch, Hamburg, discusses the changing role of city marketing, how urban sustainability imapcts the attractiveness of cities as MICE destinations.
Efe Sevin on Exurban Place Branding Opportunities, Brand America and the American Dream
Efe Sevin in this interview discusses exurban place branding opportunities, city brand strategies and differences in public diplomacy approaches in the US, Turkey and Sweden. He also shares his thoughts on Brand America and the American Dream.
Chunying Wen on Place Branding Research and City Branding in China
Chunying Wen, place branding scholar and Professor at the Communication University of China in Beijing, in this interview discusses place branding research and city branding in China. Learn about the growing interest in a less marketing-focused and more resident-centered, inclusive approach to city branding.
Why One Size Fits All City Brands Are Doomed to Fail: And How to Do It Better
One-size-fits all city brands are common, but not always useful, argue Sebastian Zenker and Erik Braun in a recent research article. Here's how to do it better.
Chris Brown on the Branding and Marketing of Liverpool City Region
Chris Brown in this interview shares his experience of branding and marketing Liverpool City Region - the day-to-day challenges of city branding, pitfalls to avoid and destination marketing trends to watch out for.