FROM LOCAL TO GLOBAL WITH CITY BRANDING

Gabriela Virginia Popescu

Abstract


Abstract

Brand strategies are becoming more and more common to all of us, irrespective of the field we carry our day to day activities: trade, politics, sports, art, education, fashion, everything is branded. This paper proposes an analysis of city branding process as a response to the local versus global debate, highlighting the city branding status in Romania, from the European perspective, as a first step, and further as an opportunity of accessing global community. In reaching this point, the paper provides a broader examination of city branding process, focusing on few successful city branding stories. The paper uses the experience of other Central Eastern European cities with which Romania shares the same (at a certain degree) political, social and economic background, to notice the similarities or differences between the cities of Romania and other countries’ strategies. Second data analysis will offer supplementary information about the effectiveness of city brand strategies. According to our research findings, the city brand is still in its early stages in Romania.

Key words: city brand, globalization, local, Romania

JEL Classification: M30, O18


Keywords


city brand, globalization, local, Romania

References


REFERENCES

Aaker, D. (2005). Managementul capitalului unui brand. Cum să valorificăm numele unui brand. Bucharest: Brandbuilders Group.

Andrew, J. (2011). Globalizarea. Teoreticieni fundamentali. Cluj-Napoca: CA Publishing.

Anholt, S. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan.

Anholt, S. (2010b). Definitions of place branding - Working toward a resolution. Place Branding and Public Diplomacy, p. na. doi:10.1057/pb.2010.3

Anttiroiko, A.-V. (2014). The Political Economy of City Branding. Oxon: Routledge Taylor & Francis Group.

Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16, pp. 520-531. Retrieved martie 4, 2014, from www.palgrave-journals.com/bm/journal/v16/n8/full/2550133a.html

Baker, B. (2011). Foreword. In K. Dinnie, & K. Dinnie (Ed.), City Branding. Theory and Cases (p. xiii-xv). London: Palgrave Macmillan.

Belloso, J. C. (2011). The City Branding of Barcelona: A Success Story. In K. Dinnie, City Branding. Theory and Cases (p. 118-123). London: Palgrave Macmillan.

Botnaru, A. C. (2009). Interesat de ”city branding”? Despre branding de oraș în contextul evenimentului ”Capitală Culturală Europeană” - Sibiu și Luxembourg 2007. Iași: Editura Lumen.

Chirico, J. (2014). Globalization. Prospects and Problems. Los Angeles, California, SUA: SAGE Publications, Inc.

Dinca, D., & Dumitrica, D. (2010). Dezvoltare și planificare urbană. Bucharest: Pro Universitaria.

Dinnie, K. (2014). Nation Branding. Concepts, Issues, Practice. New York: Routledge Taylor & Francis Group.

Dobrescu, P. (2010). Viclenia globalizării. Asaltul asupra puterii americane. Iași: Institutul European.

Florida, R. (2012a, Oct. 12). The Global Cities That Offer the Most Opportunity. The Atlantic Cities. Retrieved May 12, 2012, from www.theatlenticcities.com/jobs-and-economy/2012/10/gloabl-cities-offer-most-opportunity/3551/

Florida, R. (2012b, May 8). What Is the World's Most Economically Powerful city? The Atlantic Cities. Retrieved May 12, 2013, from www.theatlantic.com/busienss/achive/2012/05/what-is-the-worlds-most-economically-powerful-city/256841

Gertner, D. (2011). Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7(2), 91-106. Retrieved March 25, 2014, from www.palgrave-journals.com/pb/journal/v7/n2/pdf/pb20117a.pdf

Govers, R. (2011). From place marketing to place branding and back. Place Branding and Public Diplomacy, 227-231. doi:10.1057/pb.2011.28

Govers, R. (2013). Why place branding is not about logos and slogans. Place Branding and Public Diplomacy, pp. 71-75. doi:10.1057/pb.2013.11

Hankinson, G. (2010). Place branding research: A cross-disciplinary agenda and the views of practitioners. Place Branding and Public Diplomacy, 6(4), 300-315. Retrieved March 14, 2014, from www.palgrave-journals.com/pb/journal/v6/n4/pdf/pd201029a.pdf

Hanna, S., & Rowley, J. (2008). An analyses of terminology use in place branding. Place Branding and Public Diplomacy, pp. 61-75. doi:10.1057/palgrave.pb.6000084

Hazime, H. (2011, June 18). From city branding to e-brands in developing countries: An Approach to Qatar and Abu-Dhabi. African Journal of Business Management, pp. 4731-4745. doi:10.5897/AJBM10.533

Hesse-Biber, S. (2010). Mixed Methods Research. Merging Theory with Practice. New Yourk, London: The Guilford Press.

Iancu, L. (2012, Sept. 19). Bucharestul va avea un brand propriu și va fi promovat în străinătate pentru discoteci și cluburi. Retrieved March 1, 2014, from http://www.mediafax.ro/social/bucurestiul-va-avea-un-brand-propriu-si-va-fi-promovat-in-strainatate-pentru-discoteci-si-cluburi-10095972

Iohannis, K. (2014), Pas cu pas, Bucharest: Curtea Veche

Kaczmarski, M. (2014, February 20). London leading European destination for FDI in 2013. fDI Magazine. Retrieved June 1st, 2015, from www.fdiinteligence.com/News/London-leading-European-desination-for-FDI-in-2013

Kapferer, J. N. (2008). The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term (editia IV ed.). London and Philadelphia: Kogan Page.

Kavaratzis, M., & Ashworth, G. J. (2005,). City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick? Best Place Instytut, pp. 506-514. Retrieved nov. 11, 2013, from http://bestplaceinstytut.org/www/wp-content/uploads/2010/09/Karavatzis-Ashworth-2005-TESG.pdf

Khanna, P. (2009). The Second World. How Emerging Powers Are Redefining Global Competition in the Twenty-First Century. New York: RAndom House Trade Paperbacks.

Khanna, P. (2010, Sept-Oct). Beyond City Limits: The Age of Nations Is Over: The New Urban Era Has Begun. 120-123, 126-128. Retrieved Aug. 31, 2014, from Foreign Policy: www.foreighpolicy.com/articles/2010/08/16/beyond_city_limits.

Kotler, P., & Armstrong, G. (2008). Principiile marketingului. Bucharest: Editura Teora.

Lipovetsky, G. (2007). Fericirea paradoxală. Eseu asupra societății de hiperconsum. Bucharest: Polirom.

Olins, W. (2010). Despre brand. Bucharest: Editura Comunicare.ro.

Paunescu, M. (2008). Managementul sectorului public. In M. Paunescu (Ed.), Management public în România (pp. 17-44). Iași: Polirom.

Ries, A., & Trout, J. (2004). Poziționarea. Lupta pentru un loc în mintea ta. Bucharest: Editura Brandbuilders Marketing Advertising.

Ritzer, G., & Dean, P. (2015). Globalization: A basic text (second edition). Oxford: Wiley Blackwell.

Robertson, R. (1990). Mapping the Global Condition: Globalization as the Central Concept. Theory, culture and Society, 7, 15-30.

Szondi, G. (2011). Branding Budapest. In K. Dinnie, City Branding. Theory and Cases, (p. 124-130). London: Palgrave Macmillan.

Wang, H., Xiaokaiti, M., Yan, Y., & Zhou, Y. (2012, November). Mega-events and City Branding: A Case Study of Shanghai World Expo 2010. Journal of US-China Public Administration, Vol. 9(No. 11), pp. 1283-1293. Retrieved March 25, 2015, from http://www.davidpublishing.com/davidpublishing/upfile/12/6/2012/2012120681625873.pdf

Zenker, S., & Braun, E. (2010). The Place Brand Centre - A conceptual Approach for the Brand Management of Places. 39th European Marketing Academy Conference. Copenhagen, Denmark. Retrieved Noiembrie 7, 2013, from www.placebrand.eu/mediapool/85/857874/data/Zenker_Braun_EMAC2010.pdf

Zhang , L., & Zhao, S. (2009). City branding and the Olympic effect: A case study of Beijing. Cities, 245-254. Retrieved Apr. 5, 2015, from http://www.sciencedirect.com/science/article/pii/S0264275109000638

Zhang, Y., & Wu, X. (2009). Shanghai will complete a metro network of 400 KM before Shanghai Expo. Retrieved from htp://whb.easday.com/w/200909257/u1a634977.html

www.b365.ro. (2012). Bucurestiul isi schimba stema. Cum arata noul brand al capitalei. Retrieved June 20, 2014, from http://www.b365.ro: http://www.b365.ro/bucurestiul-are-city-brand-si-slogan-vezi-cum-a-fost-definita-capitala_151124.html

www.dexonline.ro. (n.d.).

www.ziare.com. (n.d.). Bucharestul, promovat cu o imagine surprinzătoare – Vezi ce are reprezentativ „Parisul Estului”. Retrieved June 1, 2014, from http://www.ziare.com/social/capitala/bucurestiul-promovat-cu-o-imagine-surprinzatoare-vezi-ce-are-reprezentativ-parisul-estului-1191523

*** (2013). My favourite travel destinations. Retrieved June 20, 2014, from www.wanderingearl.com: http://www.wanderingearl.com/favorite-travel-destinations-in-eastern-europe/,

*** www.ama.org.

*** (2012). European Cities and Regions of the Future 2012-2013. Retrieved March 8, 2014, from http://www.fdiintelligence.com/Info/What-s-New/Press-releases/fDi-European-Cities-Regions-of-the-Future-2012-13

*** (2014). European Cities and Regions of the Future 2014-2015. Retrieved from http://www.fdiintelligence.com/Locations/Europe/European-Cities-and-Regions-of-the-Future-2014-15

*** (2015). Global Cities of the Future 2014-2015: FDI Strategy. Retrieved June 20, 2015, from ttp://www.fdiintelligence.com/Locations/Global-Cities-of-the-Future-2014-15-FDI-Strategy-winners, accesat 20 iunie 2015


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.