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Fragmented Identity - Exploring the Consequences of City Branding in Practice

Frech, Mareike LU and Smith, Alexander LU (2017) BUSN49 20171
Department of Business Administration
Abstract
City branding is a relatively new and emerging field, yet growing in importance as cities
around the world increasingly compete for resources. Whether they want to attract more
tourists, new residents, or economic development, cities engage in various strategic
marketing initiatives in an effort to shape people’s perceptions and experience of the city.
Our aim is to gain an understanding of how city branding strategies impact stakeholders in
public organizations. As such, we conducted a qualitative, interpretive study at a public
international school. The school became part of the city’s branding strategy as an
infrastructural investment to attract international companies and employees to move to the
city. Our study shows the... (More)
City branding is a relatively new and emerging field, yet growing in importance as cities
around the world increasingly compete for resources. Whether they want to attract more
tourists, new residents, or economic development, cities engage in various strategic
marketing initiatives in an effort to shape people’s perceptions and experience of the city.
Our aim is to gain an understanding of how city branding strategies impact stakeholders in
public organizations. As such, we conducted a qualitative, interpretive study at a public
international school. The school became part of the city’s branding strategy as an
infrastructural investment to attract international companies and employees to move to the
city. Our study shows the inherent complexity of city branding in this context and uncovers a
number of implications for the organization, not least of which was a fragmented identity.
While there is no single best way to engage in city branding, we argue that certain measures
can be taken to help mitigate the risk of incurring such negative consequences, which warrant
further attention. Ultimately, we seek to advance the practical understanding of the
implementation of city branding activities and offer insights that could potentially help other
cities participating in similar projects. (Less)
Please use this url to cite or link to this publication:
author
Frech, Mareike LU and Smith, Alexander LU
supervisor
organization
course
BUSN49 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
City branding, place branding, stakeholders, image, identity, education, international school
language
English
id
8916191
date added to LUP
2017-06-16 08:47:13
date last changed
2017-06-16 08:47:13
@misc{8916191,
  abstract     = {City branding is a relatively new and emerging field, yet growing in importance as cities
around the world increasingly compete for resources. Whether they want to attract more
tourists, new residents, or economic development, cities engage in various strategic
marketing initiatives in an effort to shape people’s perceptions and experience of the city.
Our aim is to gain an understanding of how city branding strategies impact stakeholders in
public organizations. As such, we conducted a qualitative, interpretive study at a public
international school. The school became part of the city’s branding strategy as an
infrastructural investment to attract international companies and employees to move to the
city. Our study shows the inherent complexity of city branding in this context and uncovers a
number of implications for the organization, not least of which was a fragmented identity.
While there is no single best way to engage in city branding, we argue that certain measures
can be taken to help mitigate the risk of incurring such negative consequences, which warrant
further attention. Ultimately, we seek to advance the practical understanding of the
implementation of city branding activities and offer insights that could potentially help other
cities participating in similar projects.},
  author       = {Frech, Mareike and Smith, Alexander},
  keyword      = {City branding,place branding,stakeholders,image,identity,education,international school},
  language     = {eng},
  note         = {Student Paper},
  title        = {Fragmented Identity - Exploring the Consequences of City Branding in Practice},
  year         = {2017},
}