City Marketing & Branding, How can we promote our cities?
Nowadays there is an increased competition between cities in implementing city marketing and branding strategies to attract more investor. It is important that these strategies are adapted the right way to fit the needs of a city. While city image is the main focus here, were it is very necessary that the assets of the city itself should improve people’s perception of their city.
But what is city marketing? City Marketing is the promotion of a city, or a district within the city, with the aim of encouraging activities to take place there. It is used to reshape the overall perceptions of a city in order to encourage tourism, attract new residents, or enable business relocation. A significant feature of city marketing is the development of new landmark, buildings and structures (Smyth & Hedley, 1994, pp. 2-3). We can see city marketing as one of the results of the introduction of non-profit marketing, which allows the definition of marketing to be broadened, were it is thus related to an increasing demand from public sector for marketing concepts (Tross, 2006).
On the other hand, city marketing management is the process of setting marketing goals for a city, planning and execution of activities to meet these goals, and measuring progress toward their achievement.
In a certain degree, the aim of city marketing is to turn the city itself into a brand holding a certain value in peoples mind. The term brand itself is associated with trademarks or any other physical assets, such as products. Nowadays the term brand is also implied for cities, due to the fact that we can also imply the term to places. According to Anholt, he defines “Place Branding” in his book “Places: Iden...
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...o take in consideration of what the customer wants, what are their needs and demands for the city. Sometimes we have to be careful in fully understand the preferences of the costumers, so we do not create a marketing myopia, as Levitt calls it in (1960), which occurs when consumers’ preferences are unknown and that consequently, any strategy can be wrong. Promoting something that we think that is right for the city only based in the public sector perception cannot lead to the image’s strategy of the city. In marketing a city the public sector must be sure of what its inhabitants want and need before they implement any change. After they meet the needs of the overall public not only the public sector can start to intervene with the project but also invite other actors to participate in developing a strategic plan for certain districts in the city on were to develop.
The new public management states that, “cities are growing more and more like corporations referring to citizens as customers in the sense that they are providing product or goods (services) to the customer (taxpayers).” This had led to an increased demand for better quality at the lowest cost to the taxpayer. When looking at cost saving and alternative delivery municipalities must make a hard decision when choosing to contract out essential services.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Develop and implement marketing and promotional programs for the downtown, including parking, housing, and business reinvestment programs
It is the principal driving force for economic development (Bailey,_1989). It involves attracting investment and visitors by ‘the conscious use of publicity and marketing to communicate selective images of specific geographic localities or areas to a target audience’ (Ward and Gold 1994, p.2). The importance of promotion is fourfold; economic (wealth and job creation), social (create an image of a high standard of living), cultural (improve local pride and identity and foster community involvement) and political (enhance a sense of identity and belonging) (Tallon, 2013). Place branding provides a platform for the aims and benefits of regeneration to be achieved more efficiently. Especially nowadays when competition between cities and towns for investments and visitors is at its peak due to the Localism Act, any form of regeneration would need place branding to give it a competitive edge by exaggerating the benefits the scheme
primary marketing campaign must target families and position the new product well within that realm. They must additionally target the aforementioned cities, calling primary attention to the attributes of fashion and performance with a secondary emphasis on ecological conservation.
The governments should consider about the sustainable development. First of all, to prevent the huge pollution problems, government should hire more cleaners to clean the destination, by the way, they can also appeal to the tourists not to make too much rubbish by using slogans or advertisements. Slogans and advertisements can easily cause the tourists’ public spirit and make them be more politely. Secondly, government can making advertising videos to attract tourists come to the destination. It can be actualized by combining with other types of tourism. For example, when develop the tourist attractions, restaurants and bars can be built nearby, and in the promotions, the delicious food and wine, high-quality restaurants and bars can all be recommended. Food and wine can be a considerable factor when the tourists select their destination, but it is hard for them to find some good place to eat. Making advertising videos with food and wine or make apps that can recommend tasty local food are good ways to motivate tourists. Thirdly, the restaurants and bars themselves should improve their own qualities and provide perfect service and products for their consumers. For example, the tourism department of government can launch some cultivate courses for the staffs so that they can learn how to make consumers feel good and even want to come back to the destination again. In the meantime, from
A city has to be beautiful, though the definition of “beauty” is so vague. The beauty can be physical, such as enjoyable parks, streetscapes, architectural facades, the sky fragment through freeways and trees; or it can be the beauty of livelihood, people, and history. As landscape architects, we are creating beautiful things or turning the unpleasant memorial.
Marketing is an important part of a business similar to research and design, finance or operations. There are various dimensions in marketing, which together help the business make sales. The first core marketing function is corporate marketing, which according to Saini & Krush (2008), has a global marketing outlook. It involves the presentation of the organization in a positive manner to the investors, public and other relevant organizations in an attempt to meets the objectives. Strategic marketing is another core marketing function that is involved in devising mechanism for achievement of proposed goals through integrating the opportunities available with optimization of organization departments such as production
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
Previously, marketing purely meant exchanging of goods, selling of the product. In today's world its major focus is on making a customer feel better when he has made a choice of purchasing the product.
The geographers argue that cities had suffered a transformation with the apparition of globalization (Newman & Thornley, pp.02; Da Cunha, et al., 2012, pp. 69). Consequently, the City Councils had readjusted the local policies to make their cities competitive within the global cities framework. Contrarily, the lack of adjustment to global city patterns. might cause difficulties for cities to participate in this global system.
The city was blinding me with shining lights that you could see from space. It was glistening in the night and dull by day. There were cars parked all alongside the streets and traffic jams every corner.
As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”
Humans have been changing the environment for thousands of years. With the advent of agriculture, humans began to effect the land in more ways then before. Rapid change in the way we channeled rivers to grow crops soon began to change where cities grew around certain areas. It also allowed areas with little rain to be able to grow food, allowing for further expansion of civilizations. When the industrial revolution came to America, Americans began to see more urbanization. As things became easier to make, areas that couldn’t sustain many people then became able to have giant cities. Growth in civilizations plays a huge factor into environmental change, and when the world’s population grow the world’s urban population
To initiate community development and urban development strategies it takes a whole community to become involved in the implementation of designing areas within the city that are being used by residents and tourists. When it comes to the planning it would take a group that consists of people who reside in the area as well as people who are from the outside to give a diverse perspective of how they would visualize certain areas to be designed and presented in a way where everyone can have access to it and at the same time appreciate it. The articles I will be presenting in this provides a comprehension of how a city park can be accessible by everyone hence sustainable development. Sustainable development is a term which combines urban planning and community development to make the city livable, pleasant and attractive for its citizens and tourists as well. (Chiesura, A. 2004)