What can We Learn from City Marketing Practice?

It is evident in contemporary urban studies that the interest in city marketing both as a practice within urban centre management and as an academic sub-discipline has accelerated. There remain, however, several issues that need clarification before an agreement can be reached as to the exact effects and potential of city marketing as a tool of economic and socio-cultural development. A particular gap can be noticed between theoretical suggestions on the ways in which marketing should be understood and used within cities and the practical implementation as this can be observed in contemporary cities. A common view on this issue highlights the need for practitioners to follow theoretical ideas but the practice can also be a source of useful lessons that might enrich the theory. This paper investigates marketing and branding practices of two European cities in order to extract from the practice lessons that will support the theoretical development of city marketing and city branding and might contribute towards bridging this gap. The cities investigated are Amsterdam and Budapest, both of which provide valuable insights into the challenges of an effective city marketing implementation

Changing the Tide: the Campaign to Re-Brand Amsterdam.

The re-branding of places whose existing brand image has become for various reasons inappropriate or ineffective poses particular challenges to the marketing of major multifunctional cities. The position of Amsterdam as the national cultural capital and major international cultural centre has for some time been threatened by a sharpening of competition from other cities both within and outside the Netherlands and by social and economic trends within the city that have seriously undermined the previously successfully promoted brand image. Furthermore, one of the main elements of the city’s international image associated with the liberal attitude towards soft drugs and prostitution is now seen as inappropriate for the city, as it overshadows other more desirable aspects of the city’s aspirations. This has focussed official thinking and led to a serious and fundamental attempt at strategic re-branding involving a far-reaching examination of stakeholders, goals and competitive positioning. The main tangible result so far, is the recent launching of the ‘I amsterdam’ brand. This paper will first elaborate on the context of the intensifying inter-urban competition expressed through the re-branding of cities. In this context, the process of developing the brand and the ‘I amsterdam’ campaign that has followed will be described and explained and its likely success will be assessed.

Place branding gathering momentum

The articles included in this Special Issue were presented at the Inaugural Conference of the International Place Branding Association, which was hosted by Middlesex University in London in December 2016. The conference gathered a great number of scholars, researchers, practitioners and PhD students all working on place branding and related issues. During the one day of the PhD Colloquium and the two days of the main conference, the delegates’ interest in several aspects of place and destination branding encouraged intense discussions ranging from light-hearted but creative conversations to serious but inspiring disagreements. The programme included three relevant and effective keynote speeches: an ‘academic’ one by P.O. Berg (from Stockholm Business School), a ‘consultancy’ one by Bill Baker and and a ‘practitioner’ one by Marit Høvik Hartmann (from the city of Oslo). A series of topics, ideas, methods and examples from all over the world were examined at the conference’s five strands of presentations. As the inaugural conference of the IPBA, the conference provided the perfect opportunity to address several pressing questions around place branding

Re-branding the High Street: The place branding process and reflections from three UK towns

Purpose The main aim of this article is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham, and Holmfirth) that participated in the HSUK2020 project. Design/methodology/approach A comprehensive place branding process that includes the interrelated stages of research, deliberation, consultation, action, and communication is presented. The practical value of this theoretical proposition is linked to the experiences of three UK towns that participated in the HSUK2020 project. Findings The importance of research, the challenges of participation, and the role of communications in place branding processes were identified as primary issues in all towns. The results of the project demonstrate the significance of the initial research stage of the place branding process and show that the process as a whole is valuable in helping places deal effectively with identity issues. Research limitations/implications Participatory place branding processes can flourish when place stakeholders are engaged in the right context and are encouraged to work together. In addition, place brands are important cues and empower stakeholders’ participation in all stages of place brand processes. Practical implications Knowledge exchange projects that have the potential to engage a plethora of place stakeholders should be considered by practitioners for future place branding strategies. Originality/value The paper offers a refreshing practical grounding on participatory place branding concepts and theories. The value of knowledge exchange strategies for examining the field of place branding is also highlighted and can become a useful research approach for future research

The role of local perceptions in the marketing of rural areas

This paper explores the ways that two rural counties are marketed, both as locations for enterprise and for tourist appeal. Secondary data sources and expert interviews provide the basis for a comparison of approaches in each case. To analyse marketing communication from the Cornish and Northumbrian tourism and regional development agencies, the Interaction Model of Communication and principles underpinning Integrated Marketing Communications (IMC) are used. The research evaluates the fit of the marketing rhetoric against the perceptions and lived experiences of samples of business owners drawn from each county. A particular focus is apportioned to in-migrant business owners as they have had perceptions of their destination both before and after moving. It is discovered that social factors are highly significant, meaning that place marketers must engage with local communities as well as their external target audiences. This deeper understanding of the ways in which perceptions of place identity and reputation influence decision-making and communication offerings by local marketers, is a valuable insight for the way marketing is undertaken in, and of, rural areas. Beyond marketing, the findings demonstrate the significance of inter-relationships between social and economic influences in the rural economy

Super diversity and city branding: Rotterdam in perspective

As many other cities around the world, Rotterdam has been investing in improving its image to stimulate urban development and to attract visitors, residents and investors. In particular, during the last 15 years the municipality of Rotterdam has intensified its attempts to develop a ‘brand’ that fits the ‘new Rotterdam’, which was gradually rebuilt after destructive bombardments during the Second World War (Riezebos 2014). In 2014 Rotterdam was ranked 8th by ‘Rough Guide’ in the list of ‘Top 10 Cities to See’, whereas the ‘New York Times’ listed Rotterdam in the top 10 of 52 Places to Go. These rankings demonstrate Rotterdam’s success in repositioning itself, using the physical interior of the city as a key element in its branding strategy.</p