000			02419nam a22002177a 4500
005			20250117160859.0
008			250117b |||||||| |||| 00| 0 eng d
020			_a9783658437756
082			_a351 _bHAU
100			_aHäusler, Eric _920735
245			_aHow cities become brands: _bdeveloping city brands purposefully and thoughtfully
260			_bSpringer _aWiesbaden _c2024
300			_aix, 226 p.
365			_aEUR _b64.99
500			_aTable 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]
520			_aThis 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. (https://link.springer.com/book/10.1007/978-3-658-43776-3)
650			_aBranding--Marketing
650			_aCity promotion _920736
700			_aHäusler, Jürgen _920737
942			_cBK _2ddc
999			_c8165 _d8165