How to build successful city brands? -Case Munich, Berlin & Hamburg
Järvisalo, Susanna (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2012091413652
http://urn.fi/URN:NBN:fi:amk-2012091413652
Tiivistelmä
This thesis examines the success factors of branding a city. The objective is to find out required organizational and managerial competences and best practices in successful city branding.
The thesis consists of theory section and an empirical section. The theory section rep-resents the concept of a brand and discusses the characteristics of brand management and place marketing on the basis of relevant literature and Internet sources. Brand management and place marketing sections focus on explaining how can brands be managed and what tools are available for place marketers.
The study was based on qualitative research method. First, a survey was conducted to six key decision makers responsible for the management of city brands in Munich, Berlin and Hamburg between 17th August 2010 and 11th May 2011. Research data was collected by travelling to the destination cities, meeting the interviewees and using structured interview method with a pre-prepared questionnaire. Second, the results were transcribed and analyzed. Finally and third, a case study for each city was made based on the transcribed interviews and classified data.
The empirical part consists of three separate case studies. These case studies represent an overview of the city brands of Munich, Berlin and Hamburg. Each case study rep-resents what the city brand is like, explains what brand planning and implementation processes are used, and evaluates brand performance and competences for building a successful city brand.
The results are analyzed in two parts. First, they are compared to each other and to the theory section of the thesis in order to find similarities and differences. Second, com-petences which were found in all three case cities are discussed. All in all 12 similar required competences were found in every case city; seven brand management and five network management competences. These competences can be generalized to some extent and it is possible that same features can be found also in other cities.
The thesis consists of theory section and an empirical section. The theory section rep-resents the concept of a brand and discusses the characteristics of brand management and place marketing on the basis of relevant literature and Internet sources. Brand management and place marketing sections focus on explaining how can brands be managed and what tools are available for place marketers.
The study was based on qualitative research method. First, a survey was conducted to six key decision makers responsible for the management of city brands in Munich, Berlin and Hamburg between 17th August 2010 and 11th May 2011. Research data was collected by travelling to the destination cities, meeting the interviewees and using structured interview method with a pre-prepared questionnaire. Second, the results were transcribed and analyzed. Finally and third, a case study for each city was made based on the transcribed interviews and classified data.
The empirical part consists of three separate case studies. These case studies represent an overview of the city brands of Munich, Berlin and Hamburg. Each case study rep-resents what the city brand is like, explains what brand planning and implementation processes are used, and evaluates brand performance and competences for building a successful city brand.
The results are analyzed in two parts. First, they are compared to each other and to the theory section of the thesis in order to find similarities and differences. Second, com-petences which were found in all three case cities are discussed. All in all 12 similar required competences were found in every case city; seven brand management and five network management competences. These competences can be generalized to some extent and it is possible that same features can be found also in other cities.