Branding Of Cities

THE BRANDING OF CITIES
Ex p l oring City B r anding and the Importance of Brand Image

MASTERS THESIS
Submitted in partial fulfillment of the requirements for the degree in Master of Arts in Advertising Design at the Graduate School of Syracuse University. August 2005 by Julia Winfield-Pfefferkorn

ABSTRACT
The Branding of Cities. Exploring City branding: case studies of weak and strongcities.

The objective of this thesis is to examine city brands. This includes cities with a specific identity and those that do not possess one. To further research cities that have been successful in branding themselves and to contrast those cities that do not possess strong brands. This study also determines what cities need to focus on in order to survive in the global economy, and theeffects of globalization on cities.

This study further explores what strong brands possess and what cities need in order to brand themselves successfully. In defining city brands, the following was included in the case studies: History, attractions, nickname, branding efforts, demographics, economics and tourism, residents, visitors, the projected city brand, and in the case of weaker cities,problems and suggested solutions.

In order for a city to be a good brand, it must possess defining and distinctive characteristics that can be readily identified. These are functional as well as non-functional qualities. These include city appearance, people’s experience of the city, people’s belief in the city, what the city stands for, and what kind of people inhabit the city.

Studies weredivided into the following: The Branding of Commercial Products and Branding of Cities, Case studies of New York, Paris, San Francisco, Rochester, Berlin, and Charlotte.

Well branded case studies were New York, Paris, and San Francisco.

Abtract

Poorly branded case studies were Rochester and Berlin. Charlotte was a case study of an up-and-coming city still developing a brand.

The successfulcities: New York, Paris, and San Francisco – had the qualities that strong brands do, and marketed their history, quality of place, lifestyle, culture, diversity, and formed cooperative partnerships between city municipalities and government in order to enhance their infrastructure. They were proactive in their approach.

The weaker cities currently in need of a re-brand: Rochester and Berlin –had confusing non-distinctive brands, economic problems, and in some cases, negative history. Their brands were not identifiable and lacked awareness.

The up-and-coming city brand: Charlotte – is a good example of a city and a brand that is still evolving, but seems to have a good future as the template the city is using directly relates to strong brand management.
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There is also evidencethat The Creative Class has become a force to be reckoned with, one that cities need to avoid overlooking. Richard Florida, a Carnegie Mellon University economist, considered an expert in city trends and forecasting, coined the term when he wrote a book in 2002 called “The Rise of the Creative Class.” What this book and many other sources have written about since it was published is the ‘idea’worker. Florida’s definition of the ‘idea worker’ or ‘creative class’ is people in science, engineering, architecture, education, arts, music, and entertainment, whose economic function is to create new ideas, new technology, and/or new creative content.

Studies conducted conclude that it is important to attract this class in order to

Abstract

have a highly educated and open minded citypopulation. This class has an important role in city branding.

Municipal Marketing was also explored, as one of the solutions for assisting in city debt, promotions, and balancing municipal budgets.

My research has been compiled from numerous periodicals, articles, books, press releases, archives, and e-library sources. Also included are the verbatim remarks of Dr. Jose Gamez, PhD, University...