City Branding

Anholt

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Aitken, R. and Campelo, A. 2011. The Four Rs of Place Branding. Journal of Marketing Management 27(9-10), pp. 913-933We suggest that a bottom-up approach based on the paradigm of co-creation should be taken to developing a place brand and that brand ownership is determined by the extent to which the representation of the place reflects the experience of the community. Such an approach, we believe, is essential to achieve authenticity (brand essence), commitment from stakeholders, and brand sustainability. Grounded in ethnographic research, this paper presents a model that structures the features of community ownership from a bottom-up perspective and proposes four fundamental elements of place branding that encapsulate the experience of the place: rights, roles, relationships, and responsibilities.

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Anholt, S. (2006). The Anholt-GMI City Brands Index: How the World sees the World’s cities. Place Branding, 2 (1), 18–31

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The notion of brand equity is critical: the idea that reputation is a hugely valuable asset that needs to be managed, measured, protected, leveraged and nurtured over the long term.Anholt 2008

Vega, 2011