How to build successful city brands? – Comparing results from 11 case studies
Dahlström, Tiia; Poikkijoki, Anna-Paulina (2014)
HAAGA-HELIA ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052710230
https://urn.fi/URN:NBN:fi:amk-2014052710230
Tiivistelmä
This thesis is a portfolio thesis, which means in this case, that some of the parts are collected from already existing thesises. The first part of this thesis, which is the theoretical background (chapters 2-5) existed before this thesis. Chapter 1 from the part I is written by the authors of this thesis.
The second part of this thesis, methodologies and case studies, chapters 6 and 7 are written completely by the authors of this thesis. The objective of this thesis is to find the success factors for branding a city. This thesis is a part of an international research which is directed by Dr. Teemu Moilanen. The research includes 25 cities in five continents. In this thesis there are four of the case cities presented in detail: Athens, Copenhagen, Dublin and Madrid. The study is based on qualitative research method.
The third part consists of comparison and discussion (chapters 8 and 9). As the title of this thesis indicates, there is a comparison of eleven case studies in the end which means that there are seven additional cities to the four case studies in this thesis presented. Those seven cities are from two thesises written before this thesis (within the same international research). The comparison is done by gathering all the information found from the case studies into tables and then analyzing them. As the objective is to find the cornerstones of successful city branding, in this thesis it is done by comparing the branding of the cities from as many angles as possible. The comprehensive comparisons are made from challenges and core competences identified by the case cities. Also the fact how the cities understand the definition of a brand is compared. All the compared factors can be found in chapter 8.
The results can be generalized to some extent. For example, as objectives regarding branding of the city, all the cities identified that attracting visitors, basing the brand on a value and creating an emotional brand are important. Biggest challenges in city branding seem to be financial issues and communication related issues between stakeholders. The most identified competences in successful city branding are ability to find money and time for branding, as well as ability to find brand management and marketing know-how within the network.
The second part of this thesis, methodologies and case studies, chapters 6 and 7 are written completely by the authors of this thesis. The objective of this thesis is to find the success factors for branding a city. This thesis is a part of an international research which is directed by Dr. Teemu Moilanen. The research includes 25 cities in five continents. In this thesis there are four of the case cities presented in detail: Athens, Copenhagen, Dublin and Madrid. The study is based on qualitative research method.
The third part consists of comparison and discussion (chapters 8 and 9). As the title of this thesis indicates, there is a comparison of eleven case studies in the end which means that there are seven additional cities to the four case studies in this thesis presented. Those seven cities are from two thesises written before this thesis (within the same international research). The comparison is done by gathering all the information found from the case studies into tables and then analyzing them. As the objective is to find the cornerstones of successful city branding, in this thesis it is done by comparing the branding of the cities from as many angles as possible. The comprehensive comparisons are made from challenges and core competences identified by the case cities. Also the fact how the cities understand the definition of a brand is compared. All the compared factors can be found in chapter 8.
The results can be generalized to some extent. For example, as objectives regarding branding of the city, all the cities identified that attracting visitors, basing the brand on a value and creating an emotional brand are important. Biggest challenges in city branding seem to be financial issues and communication related issues between stakeholders. The most identified competences in successful city branding are ability to find money and time for branding, as well as ability to find brand management and marketing know-how within the network.