City Branding: All Smoke, No Fire?

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services with their relatively concrete dimensions are absent when the main question is one of values.

Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors, problems seem to multiply in what has becom known as city branding.

This analysis of the communicational aspects of two Danish provincial towns´ branding efforts examines both their internally and externally directed communication. It demonstrates that an insufficient understanding of - or willingness to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies.

Finally, paths to more effective city branding are indicated

Original languageEnglish
Title of host publicationNordicom Review Special Issue : 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005
EditorsUlla Carlsson
PublisherGöteborg University
Publication date2006
Pages243-266
Publication statusPublished - 2006
EventNordic Confererence on Media and Communication Research - Aalborg, Denmark
Duration: 11 Aug 200514 Aug 2005
Conference number: 17

Conference

ConferenceNordic Confererence on Media and Communication Research
Number17
CountryDenmark
CityAalborg
Period11/08/200514/08/2005

Fingerprint

Branding
City branding
Communication
Inconsistency
Government
Corporate branding
Publicity
Willingness
Commodities
Organizational structure

Keywords

  • branding
  • qualitative analysis
  • organizational communication
  • corporate communication
  • market communication
  • city branding

Cite this

Frimann, S., & Stigel, J. (2006). City Branding: All Smoke, No Fire? In U. Carlsson (Ed.), Nordicom Review Special Issue: 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005 (pp. 243-266). Göteborg University.
Frimann, Søren ; Stigel, Jørgen. / City Branding : All Smoke, No Fire?. Nordicom Review Special Issue: 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005. editor / Ulla Carlsson. Göteborg University, 2006. pp. 243-266
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Frimann, S & Stigel, J 2006, City Branding: All Smoke, No Fire? in U Carlsson (ed.), Nordicom Review Special Issue: 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005. Göteborg University, pp. 243-266, Aalborg, Denmark, 11/08/2005.

City Branding : All Smoke, No Fire? / Frimann, Søren ; Stigel, Jørgen.

Nordicom Review Special Issue: 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005. ed. / Ulla Carlsson. Göteborg University, 2006. p. 243-266.

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

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AB - Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services with their relatively concrete dimensions are absent when the main question is one of values.Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors, problems seem to multiply in what has becom known as city branding.This analysis of the communicational aspects of two Danish provincial towns´ branding efforts examines both their internally and externally directed communication. It demonstrates that an insufficient understanding of - or willingness to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies.Finally, paths to more effective city branding are indicated

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Frimann S, Stigel J. City Branding: All Smoke, No Fire? In Carlsson U, editor, Nordicom Review Special Issue: 17th Nordic Confererence on Media and Communication Research, Aalborg, 11-14 August 2005. Göteborg University. 2006. p. 243-266