How cities become brands: developing city brands purposefully and thoughtfully
- Wiesbaden Springer 2024
- ix, 226 p.
Table of content: Introduction: The City as a Kaleidoscope Eric Häusler, Jürgen Häusler Pages 1-10 The Observation: Cities are Brands Eric Häusler, Jürgen Häusler Pages 11-88 The Assertion: City Brands are Created Eric Häusler, Jürgen Häusler Pages 89-118 The Description: How City Brands are Created Eric Häusler, Jürgen Häusler Pages 119-212 Conclusion: Should the City Become a Brand? Eric Häusler, Jürgen Häusler Pages 213-226 [https://link.springer.com/book/10.1007/978-3-658-43776-3]
This book explores how the fragile and lengthy process of developing a city brand can be carefully managed. Necessary background information is explained, numerous experiences are reported, and targeted city branding is inspired in a variety of ways. The dream of every brand maker: to develop a city into a strong city brand - perhaps even a myth. The creation of myths remains a curiosity. Is it targeted, are there relevant recipes for success, and can those responsible be identified? Above all: Can the process be replicated? How do brand makers deal with the complexity of the phenomena of cities and city brands? How do they give the arduous process of creating a city brand a reasonable chance of success? How do brand makers deal with the often biting criticism from outside and the nagging self-doubt? Successful cityscapes arise from the trials and tribulations of complex and sometimes random processes. In the course of global city competition, this evolutionaryprocess is enriched with the achievements of the craft of branding. This is not a guarantee of success. Success depends on numerous prerequisites, which are discussed in detail. Finally, craft rules for good and at the same time sensitive city branding are mentioned.