Resource title

Your City, My City, Their City, Our City - Different Perceptions of a Place Brand by Diverse Target Groups

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Resource description

Fremlagt på The 6th International Conference Trought Leaders in Brand Management. Lugano, Switzerland, April 18-20, 2010. ; compete strongly with each other for attracting tourists, investors,companies, or talents. Place marketers therefore focus more and more on establishing the cityas a brand and to promote their city to its different target groups. But the perception of a city(brand) can differ dramatically between those groups. Thus, place branding research shouldemphasize much more the city brand perceptions of the different target groups and developstrategies for cities on how to build an advantageous place brand architecture vis-à-vis itsstakeholders.In this regards, we show in two empirical studies – 40 qualitative in-depth-interviews (Study1) and an online qualitative open-ended-question survey with 334 participants (Study 2) – usingnetwork analysis the important discrepancies between the city brand perceptions in the mentalrepresentation of different target groups for the example of the city of Hamburg. Furthermore,practical implications for place marketers are discussed.

Resource author

Sebastian Zenker, Evelyn Knubben, Suzanne C. Bechmann

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Resource language

eng

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application/pdf

Resource resource URL

http://hdl.handle.net/10398/8266

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