Jag har analyserat Malmö stads ljudidentitet ur flera perspektiv och funnit att de i stort har följt tidigare forskning och vedertagna varumärkesprocesser när de arbetat fram stadens ljudidentitet. I jämförelse med tidigare forskning och branschpraxis saknas dock ett par delar i processen som kan haft betydelse för slutresultatet. En del är att Malmö stad inte konsekvent använt varumärkesplattformen när de arbetat fram de ljudattribut som de grundande ljudidentiteten på. En annan del är det inte framkommer på vilka grunder Malmö stad valde de fem olika inspelningsplatserna. Övriga moment som saknas i processen men som sannolikt har mindre betydelse för slutresultatet är att det saknas en analys av Malmös ljudande historik, samt att Malmö stad inte kraftsamlat platsens aktörer i framtagandet av ljudidentiteten. Malmö stads ljudidentiteten grundar sig i stort på ljudattributen och val av inspelningsplats. Det innebär att om de fullt ut hade arbetat utifrån varumärkesplattformen samt identifierat stadens ljudlandskap så hade ljudidentiteten sannolikt låtit helt annorlunda. Vägval tidigt i processen har stor påverkan på slutresultatet.

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Yes / Attempts to apply marketing theory and principles to place have become a legitimate area of academic and 'real world' practice. However, place marketing does not typically incorporate all elements of the traditional 7 Ps, focusing far too often on just one of these - promotion. Besides this rather myopic approach, place marketing suffers from an overly strategic view of the world that ignores the meaning and lived experience of places to individuals, especially residents. The purpose of this article is twofold - first, we investigate the impact of litter on place attitudes. Litter is a common, but negative, element of place, which is intimately connected to the lived experience of a place but typically far removed from the positive promotional activity favoured by place marketing efforts and the study thereof. In this sense, the article reframes place marketing from a strategic to a micro-marketing endeavour. We found that exposing respondents to litter significantly lowers their place attitudes. Our second contribution is to demonstrate the relevance of classic marketing research approaches, such as attitudinal measures, to investigate litter and its impact on place evaluations, through quasi-experimental design (with 662 respondents). Through this, we extend the range of theory and method applied in place marketing - away from controllable promotional endeavours investigated through case-studies to a more holistic and robust interpretation of place marketing, which has a measurable impact upon the places where people live and visit.

Cities, regions, nations and other places have in recent decades become active participants in the global competitive economy, and now operate in a global marketplace, competing with other places all over the world for investors, tourists, residents and workforce. As a result, places use marketing and branding strategies and practices to gain reputation and competitive advantage. Chinese cities have, over the past decades, increasingly engaged in branding activities, and even taken the role of spearheads for China in its positioning in the global economy, seen for example in the organization of mega-events. The branding of Chinese cities nevertheless exhibits some differences compared with city branding in the West. The aim of this dissertation is to contribute to our knowledge of the internal-political aspects of place branding, using field studies of the imagery used in city branding practices in five Chinese mega-cities, namely Beijing, Shanghai, Shenzhen, Chengdu and Chongqing. The focus is on the images and language used in the cities’ branding, and on key political aspects involved in the branding of Chinese mega-cities. The theoretical lens incorporates concepts tied to images, language, imaginaries, ideology and power, and the study relies on an ethnographic, multiple case study approach, including longitudinal fieldwork in China. The findings consist of rich illustrations of the branding of the five Chinese mega-cities, and include an analysis of similar imagery found in all five cities, grouped into economic, international, cultural, social and environmental imaginaries. This shows that city branding in Chinese mega-cities is focused on creating international and competitive cities, while also paying attention to the environment, culture and internal target groups such as residents. A central contribution of this dissertation is the development of the concept ‘imagineering’, used in this study to conceptualize key political aspects of city branding in Chinese mega-cities. Imagineering contains three main elements, namely local adaptations of national directives, policies, plans and concepts; a strong future orientation while also accentuating selected elements from the past; and a focus on local populations with the creation of stability and harmony as a central goal. Imagineering is also conceptualized as a policy instrument exercised by a powerful élite, closely intertwined with urban governance, and used to influence people, values, places and, ultimately, city futures.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-01-22T11:33:38Z No. of bitstreams: 1 Maria de Fátima de Oliveira Lima.pdf: 3795637 bytes, checksum: 4d28c73c7da690bab58bb7a4b9d532e8 (MD5) / Made available in DSpace on 2018-01-22T11:33:38Z (GMT). No. of bitstreams: 1 Maria de Fátima de Oliveira Lima.pdf: 3795637 bytes, checksum: 4d28c73c7da690bab58bb7a4b9d532e8 (MD5) Previous issue date: 2017-12-11 / The study aims to understand the meaning produced about the State of Piauí as a mark of a place and an integral part of the Brazilian nation. The State contrasts with others from the same region of the country, regarding economic indexes, quality of life and social welfare, although it has attractions that constitute potential natural and cultural assets of tourism exploration. It is hypothesized that, independent of its geopolitical, historical and cultural formation, the image of Piauí results from variants in the scope of communication, since many agents operate on the elements that construct their simulacrum of identity, leading, thus, to a negative perspective on the place. In this process, it is important to know how the state's action was promoted by the last two state governments, by the media focused on the dissemination of local attractions, both interested in promoting tourism. Taking as a basis the approach of communication in the field of brand formation, specifically the one that deals with place branding, by authors such as Kapferer, Kotler, Kavaratiz and Ashworth is intended to construct a critical vision of the strategies of building a brand of place (taken from the analysis of official IBGE data and other sociodemographic research institutes), which result in biases that are detrimental to a positive image of Piauí, or that reveals the erasures of attractive elements to the tourism and the people from Piauí. Among institutional and private discourses, the analysis proposes to understand which values are highlighted according to the interests of each group and how this shows an imbalance in the use of communication techniques to the detriment of inhabitants and the image of that State / O estudo objetiva compreender o significado produzido acerca do Estado do Piauí enquanto marca de um lugar e parte integrante da nação brasileira. O Estado contrasta com outros da mesma região do País quanto aos índices econômicos, de qualidade de vida e de bem-estar social, embora conte com atrativos que constituem ativos naturais e culturais potenciais de exploração turística. Parte-se da hipótese de que, independente de sua formação geopolítica, histórica e cultural, a imagem do Piauí resulta de variantes no âmbito da comunicação, pois muitos agentes operam sobre os elementos que constroem seu simulacro identitário, assim levando a uma perspectiva negativa sobre o local. Neste processo, importa saber como se deu a ação de divulgação do Estado pelos dois últimos governos estaduais e pela mídia, centrada na divulgação dos atrativos locais, ambos interessados no fomento do turismo. Tomando como fundamentação a abordagem da comunicação no campo da formação de marcas, especificamente aquela que trata de place branding, por autores como Kapferer, Kotler, Kavaratiz e Ashworth, pretende-se construir uma visão crítica das estratégias de construção de uma marca de lugar em contraponto à observação da realidade sociopolítica vivida naquele espaço (tomada da análise de dados oficiais do IBGE e demais institutos de pesquisa sociodemográfica) e que resultam em vieses prejudiciais a uma imagem positiva do Piauí, ou ainda que desvelem apagamentos de elementos atrativos ao turismo e aos piauienses. Entre discursos institucionais e privados, a análise propõe compreender quais valores são ressaltados de acordo com os interesses de cada grupo e como isso deixa ver um desequilíbrio no uso das técnicas de comunicação em prejuízo dos residentes e da imagem daquele Estado

Le branding territorial est perçu aujourd’hui comme un élément central de la stratégie de développement et de promotion des territoires, permettant de construire autour d’un nom de marque une identité et une offre singulière du territoire. Cependant, bien qu’une marque territoriale puisse paraître comme un véritable levier de différenciation et de dynamisme, la réalité a montré qu’elle n’engendre pas systématiquement une amélioration de l’attractivité ou du développement du territoire. D’ailleurs, certaines marques ont réussi alors que d’autres ont échoué. La présente thèse cherche donc à explorer en profondeur ce nouveau phénomène et concourir à la compréhension du processus de création et de gestion des marques territoriales pour aboutir in fine à des marques réussies et pérennes. Sur la base d’une revue de littérature foisonnante et des modèles existants, un nouveau cadre de branding territorial est présenté. En adoptant une approche interprétative, cette recherche combine deux postures méthodologiques : une étude qualitative a été menée auprès de 30 principaux acteurs de Casablanca pouvant avoir un rôle dans la création et la gestion de la marque de la ville, et une enquête quantitative par questionnaire a également été réalisée auprès d’un échantillon de 1016 citoyens casablancais pour évaluer leur perception et leur ressenti quant à la marque WeCasablanca. Grâce à la méthode du jeu de cartes employée dans l’étude qualitative, nous avons pu confirmer l’importance de l’ensemble des éléments identifiés dans le cadre théorique, examiner les relations d’influence entre les composants et entériner le modèle qualitativement. Aussi, l’étude quantitative a permis de valider les relations d’influence définies dans le cadre conceptuel entre les six composants retenus pour le test, et nous avons pu tester et mettre en relation les différentes variables relatives à la perception, au ressenti et à l’appropriation d’une marque territoriale par les citoyens, ainsi qu’expliquer leur formation. / Place branding is perceived today as a central element of the development and promotion strategy of places, allowing to build around a brand name an identity and a singular place offer. However, although a place brand may seem like a real lever for differentiation and dynamism, reality has shown that it does not systematically generate an improvement in the place attractiveness or development. Besides, some brands have succeeded while others have failed. Therefore, this thesis seeks to explore in depth this new phenomenon and contribute to understand the place brands creation and management process to achieve successful and sustainable brands. Based on a rich literature review and existing models, a new place branding framework is presented. By adopting an interpretative approach, this research combines two methodological postures: a qualitative study was conducted among 30 main actors of Casablanca who could have a role in the city brand creation and management, and a quantitative questionnaire survey was also realized among a sample of 1016 citizens of Casablanca to assess their perception and feelings about the WeCasablanca brand. Thanks to the card game method used in the qualitative study, we were able to confirm the importance of all the elements identified in the theoretical framework, examine the influence relationships between the components and validate the model qualitatively. The quantitative study also validated the influence relationships defined in the conceptual framework between the six components selected for the test, and we were able to test and connect the different variables relating to the place brand perception, feeling and appropriation by the citizens, and to explain their formation.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new. This fact has had an impact on the study in the sense that the author’s interpretations of the empirical findings and the theories constitute an important part of the study.During the year 2010 and the beginning of 2011 a series of violet events accord in the city of Örebro witch made several national headlines in different media. The nature of these actions was of a kind that started a discussion regarding the security for citizens in Örebro. It is this series of events that constitute the background for this study.The study consists of a qualitative study consisting of interviews with representatives from the different actors responsible for the brand Örebro. In addition a respondent from Örebro University and the local police has been interviewed during this study.The authors are interested in trying to understand and create knowledge about the different actors and their respective views on the responsibility they have and the possibilities for the brand Örebro. The authors are also interested in the different actors views on the possibilities for the brand to make the most of good things that take place and the possibilities to react to bad things that occur. Based on these questions the study show which actors that has the possibility to affect the public image of a city. / Likt produkter och tjänster så har städer börjat konkurrera med varandra för att attrahera besökare och andra aktörer att komma till staden. Det är också av vikt att stadens medborgare känner sig delaktiga i de budskap som staden sänder ut i sin kommunikation. Städer arbetar idag aktivt med sina varumärken för att kunna profilera sig och utmärka sig i den allt hårdare konkurrensen från andra städer och platser. Städer och platser är en del av en dynamisk process vilka inkluderar att både positiva och negativa händelser kommer att inträffa och det är viktigt att städer och platser har kunskapen och insikten i hur dessa ska hanteras. Forskningsområdet som studien berör är ett relativt nytt ämne inom den ekonomiska forskningen. Flera forskare förklarar att det saknas kunskap och insikt om varumärkeskriser kopplade till städer. Detta har medfört att författarnas tolkningar och kopplingar mellan den teoretiska referensramen och den insamlade empiri har utgjort ett viktigt moment under studiens gång, då detta bidragit till att skapa förståelse.Under 2010 och början av 2011 ägde en rad våldshandlingar rum i Örebro stad som gjorde att staden blev nationellt uppmärksammat och fick negativ publicitet i bland annat medier. Dessa handlingar var av sådan art att besökare, medborgare och andra aktörer började ifrågasätta tryggheten i Örebro stad av olika anledningar. Detta medförde att Örebro som stad i media under denna period kom att betraktas som ett centrum för våld av olika slag. Det är med denna bakgrund som författarna av denna uppsats valde att genomföra en studie med Örebro stad och dess varumärke som studieobjekt. Studien har utgått ifrån en kvalitativ metod och har intervjuat personer som representerar de organisationer som samtliga är delägare av Örebrokompaniet. Utöver dessa så har också respondenter från Universitetet samt den tidigare informationschefen från Polisen intervjuats. Författarna var intresserade av att förstå och öka kunskapen om hur de som förhåller sig eller de som tagit på sig ansvaret för en stads varumärke, ser på sin uppgift och hur dessa olika aktörer använder stadens möjligheter för att dra nytta av positiva händelser samt hantera negativa händelser, som uppkommer längst den dynamiska resa som en stad tar. Utifrån frågeställningen har studiens slutsatser lyckats att ge en bild av vilka aktörer som har möjligheten att påverka den offentliga bilden av en stad, det vill säga den bild som kommuniceras ut gentemot utvalda målgrupper, samt visa på vilka aktörer som anser sig ha hand om den offentliga bilden i Örebro och vad deras åsikt är om varumärket samt hur de hanterade de händelser som primärt var under 2010.

Magistro darbe formuluojamos miesto prekės ženklui skirtos literatūros problemos, susietos su pamatinių modelių galimiems ateities tyrimams nepakankamumu ir nekonkretumu. Remiantis iškeltais uždaviniais suformuluotos miesto prekės ženklo teorinės sampratos bei išskirti esminiai jo elementai. Išanalizuotos pagrindinės galimos ženklodaros strategijų grupės bei pasiūlytas konstrukcinis modelis tinkamas Šiaulių miesto prekės ženklo įvaizdžio analizei. Atlikus tyrimą pateiktos išvados bei rekomendacijos sėkmingam miesto prekės ženklo įvaizdžio vystymui. Iš dalies patvirtinama autoriaus iškelta hipotezė, jog Šiaulių miestas nepakankamai dėmesio skiria savo įvaizdžio kūrimui, taigi vartotojų mintyse jis suvokiamas kaip blankus ir paremtas labiau negatyviomis asociacijomis. / Master‘s final paper formulates problems associated with literature of city brand. Such as lack of main elements of brand structure and none of suitable tools created for experiments in future. Theoretical aspects of city brand and city branding are revealed according to tasks of the research. Three main strategies for city branding are purified. At the same time tool for measuring image of Siauliai city was constructed. Conclusions and recommendations for city‘s image development are offered. Hypothesis, that city does not pay enough attention to the city‘s image is partly confirmed.

Place branding is commonly conceptualized with a focus on big cities, such as London, New York and Singapore, building from concepts and models from mainstream branding theory. In contrast to such conceptualizations, this thesis focuses on place branding in small and medium-sized cities. The present thesis aims to study place branding from a geographical perspective. It starts with debates theoretical and empirical understandings of place branding; what it is and how it is affecting the places where it is introduced. The thesis develops and argues for a perspective of territoriality and relationality to place branding discussing concepts, methods and empirical approaches to carry out place branding research using geographical perspectives. Empirically, this thesis focuses on in-depth studies of place branding in small and medium-sized cities in Sweden. By analyzing the development of place branding over the course of time, nuances and aspects of both territorial and relational origin emerge, situating place branding practices within a wider spatial contextualization. Four individual papers are presented, which taken together contribute to the aim of the thesis. Paper 1 introduces the place branding research field in geography and how it has developed; Paper 2 investigates the phenomena of flagship buildings located in small cities and towns; Paper 3 discusses the relationship between policy tourism and place branding; and Paper 4 analyzes how local environmental policies are affected by green place branding. The thesis demonstrates the complex and continuously interchangeable spatial structures and place contexts that create and re-produce the geographies of place branding. Here, research models and methodological examples are presented to illustrate how place branding can be studied from a geographical perspective and thus improve theoretical understandings of place branding. / <p>At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 3: Manuscript. Paper 4: Manuscript.</p>

Cities hosting huge sporting events is a growing industry and is a way to market the city towards the rest of the world. The goal is for businesses to make profit, attract tourist and be seen on the global market. However, as its marketed towards external audiences, the locals and how they are affected are usually forgotten in the process. The purpose of this paper was to study the knowledge and what attitudes individuals living in Halmstad, Sweden, possess regarding the World Table Tennis Championship 2018, as well as how they received information regarding the event. To find the answers to our questions we handed out surveys in central Halmstad during the period the event took place. We compared our results with how they're tied to theories regarding place branding, image-identity-reputation and the knowledge-attitude-behavior model. The main findings of our analysis were that our respondents of Halmstad county was well- informed about the event and did not feel like they needed more information. The majority viewed the event in a positive light, and overall people found the event to be important for Halmstad as a city and destination.