[pt] Frente à acirrada competição entre cidades, é tarefa dos gestores proporcionar um ambiente de atração para visitantes e investimentos, além de manter os residentes satisfeitos. Portanto, o desenvolvimento local vai além das políticas públicas e se torna um desafio de mercado. Ademais, há um reconhecimento crescente por parte dos gestores e outros agentes de que uma cena musical dinâmica impulsiona a economia ao criar empregos, atrair turistas e fortalecer a marca da cidade. Diante desse contexto, este estudo investiga como a indústria da música ao vivo afeta o processo de construção da marca de uma cidade, analisa os componentes e dimensões dessa indústria e também mostra como uma cidade pode articulá-los para fomentar o desenvolvimento e fortalecer sua marca. A pesquisa foi realizada através de um estudo de caso múltiplo realizado no Rio de Janeiro e em Montreal, cidades com forte tradição de música ao vivo. Como resultado, foi desenvolvido um modelo teórico que propõe a divisão da infraestrutura de música ao vivo em duas partes: uma voltada para grandes eventos e outra voltada para o que acontece durante todo o ano, fora dos grandes eventos. A pesquisa aponta que os grandes eventos têm uma forte influência na marca da cidade. No entanto, é o que acontece ao longo do ano que nutre a identidade cultural de uma cidade, que por sua vez tem uma forte influência na marca da cidade. Os resultados destacam que: (a) as cenas musicais de uma cidade podem ser um argumento turístico porque são um elemento de diferenciação; (b) as cidades devem proteger seus espaços de pequeno e médio porte, pois eles tornam os eventos musicais mais acessíveis e relevantes para a população de diferentes territórios; (c) a proteção da indústria de música ao vivo de uma cidade está conectada com a preservação de seu patrimônio musical. A herança musical influencia a composição, produção, consumo e outros aspectos envolvidos nas cenas musicais de uma cidade; (d) é fundamental garantir a continuidade das políticas públicas de cultura e estabelecer um processo mais inclusivo que considere a diversidade do público; e (e) considerando a escassez de recursos, o financiamento público deve priorizar o apoio à educação musical, aos eventos musicais ao longo do ano e à preservação do patrimônio da cidade. O estudo também mostra que as Secretarias de Turismo e Cultura devem trabalhar juntas para manter a autenticidade da marca da cidade, pois o que não está exclusivamente ligado a um lugar pode ser replicado por outra cidade e, portanto, não pode ser considerado um elemento de diferenciação. Este estudo pretende fornecer informações para acadêmicos, profissionais da indústria musical, gestores públicos envolvidos no desenvolvimento econômico e cultural, e profissionais de turismo que procuram maneiras de impulsionar as economias locais por meio da cultura. / [en] With the increasingly fierce competition among cities, place managers must provide an environment capable of not only attracting visitors and investments but also keeping residents satisfied. Therefore, local development goes beyond public policy and becomes a market challenge. Furthermore, there is a growing recognition among governments and other stakeholders that a dynamic music scene boosts a city s economy by creating jobs, attracting tourists, and strengthening the city s brand. Within this context, the present study investigates how the live music industry affects the process of building a city s brand. The project analyzes the components and dimensions of the live music industry and also shows how a city can articulate them in order to foster the development of its live music industry and strengthen its brand. This analysis was based on a multiple-case study conducted in Rio de Janeiro and in Montreal, cities with strong and long-standing traditions of live music. A theoretical model was developed as a result of this inquiry. It proposes the breakdown of the city cultural infrastructure into two parts: a live music infrastructure geared towards major events, and a live music infrastructure geared towards what happens year-round, outside of major events. The findings show that major events have a strong influence on city branding. Yet the research also shows that it is what happens throughout the year that nourishes a city s cultural identity, which in turn has a strong influence on the city s brand. The results highlight that: (a) strong music scenes can be a tourism argument because they are an element of differentiation; (b) cities must protect their small and medium-sized venues because these spaces can make music events more accessible and relevant to the population of different territories; (c) the protection of the live music industry of a city and the preservation of its musical heritage go hand in hand. Musical heritage influences music composition, consumption and other aspects involved in a city s music scenes; (d) ensuring the continuity of public policies for culture and establishing a more inclusive process that considers the diversity of the audience is key; and (e) considering the scarcity of resources, public funding should prioritize support for music education, year-round live music events, and the preservation of the city s heritage. The study also emphasizes that the Tourism Office and Bureau of Cultural Affairs should work together to keep city branding authentic, since what is not uniquely linked to a place can easily replicated, and therefore can t be considered an element of differentiation. This study intends to provide information for academics, music industry professionals, political leaders and government officials involved in economic and/or cultural development, and tourism and business leaders looking for ways to boost local economies through culture.

The study examined the most common visual representations of the city of Malmö on Instagrams #malmö hashtag over four days. The images were analyzed from a contextual perspective and a constructivist approach.  Results from the study were utilized in the related media production; a series of illustrated and animated Instagram advertisements for Malmös tourist office.

No description available.

Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il s’agit d’une approche nouvelle, ce mémoire se veut avant tout exploratoire. Il présente un portrait de la communauté d’acteurs œuvrant dans ce domaine d’activité et expose certains des éléments servant à illustrer l’influence que ces acteurs peuvent avoir sur la diffusion internationale de ce type de politiques et de pratiques. / Cities of all sizes compete today with places and organizations located on all continents to attract investors, tourists, businesses, workers, students and future residents. To cope with this global competition, the use of territorial marketing and branding approaches and strategies by municipal authorities in their approach to planning and urban management is becoming more common. This thesis looks at a political component of city branding that is relatively unexplored. It exposes the enthusiasm for the adoption of such policies in a growing number of cities and explores the possible influence the community of city marketing consultants exerts in the transfer of such practices. Since it is a new approach, this research is primarily exploratory. It presents a portrait of the community of actors involved in this area of activity and explores some of the elements that may be used to illustrate their influence on the international transfer of such policies and practices.

<p>The purpose of this essay is to investigate how four companies in Värmland, Sweden, are working strategically with their brands. This is a qualitative method in which we have used a combination of interviews and literature review in order to investigate the link between brands and the Karlstad region.</p><p>Even though there is a huge interest in brands, there are only a few companies who can describe clearly what their own brand represents. This probably due to the fact that the brand is still regarded as a tactical tool, rather than as a strategic one. Because of this we find it very interesting to investigate how organizations in Värmland think about this issue. Are brands regarded as a strategic resource, and how strong is the link between their brands and the region?</p><p>The result indicate that organizations are working strategically with their brands, but they can still get better. Working with brands is a long-term work and the result can not be shown directly. Economic resources and old traditions limit the divisions which work with marketing and their possibilities to develop the brand in becoming an important part of success. Working with brands is a never-ending job, and you must always struggle forward. There is no model for building a strong brand, but we know that a clear vision is a basic condition.</p> / <p>Den här uppsatsen syftar till att undersöka hur fyra värmländska organisationer arbetar med sitt varumärke och hur de ser på varumärket som strategisk resurs. Med hjälp av en kvalitativ metod, i form av intervjuer i kombination med litteraturstudier har vi även tittat på deras varumärkens koppling till regionen.</p><p>Trots att intresset för varumärken är stort, är det få företag som faktiskt kan redogöra för vad det egna varumärket egentligen står för. Detta beror förmodligen på att varumärket fortfarande på många håll betraktas som ett taktiskt hjälpmedel snarare än en strategisk resurs. Därför tycker vi att det är intressant att titta på hur man ser på detta i värmländska organisationer. Betraktas varumärket som en strategisk resurs, hur hög dignitet har den och hur stark är kopplingen till regionen?</p><p>Resultatet visar att samtliga av de berörda organisationerna arbetar strategiskt med varumärket men de kan bli bättre. Varumärkesarbete är mycket långsiktigt och resultaten går knappast att se över en natt. Ekonomiska resurser och gamla traditioner begränsar informations-/marknadsavdelningarnas möjligheter att utveckla varumärket ytterligare och bli en avgörande framgångsfaktor. Varumärkesarbete blir aldrig fullbordat, man måste hela tiden sträva framåt. Det finns ingen fullständig mall för vad som kännetecknar ett starkt varumärke, men att ha en tydlig vision har visat sig vara en förutsättning.</p>

The purpose of this essay is to investigate how four companies in Värmland, Sweden, are working strategically with their brands. This is a qualitative method in which we have used a combination of interviews and literature review in order to investigate the link between brands and the Karlstad region. Even though there is a huge interest in brands, there are only a few companies who can describe clearly what their own brand represents. This probably due to the fact that the brand is still regarded as a tactical tool, rather than as a strategic one. Because of this we find it very interesting to investigate how organizations in Värmland think about this issue. Are brands regarded as a strategic resource, and how strong is the link between their brands and the region? The result indicate that organizations are working strategically with their brands, but they can still get better. Working with brands is a long-term work and the result can not be shown directly. Economic resources and old traditions limit the divisions which work with marketing and their possibilities to develop the brand in becoming an important part of success. Working with brands is a never-ending job, and you must always struggle forward. There is no model for building a strong brand, but we know that a clear vision is a basic condition. / Den här uppsatsen syftar till att undersöka hur fyra värmländska organisationer arbetar med sitt varumärke och hur de ser på varumärket som strategisk resurs. Med hjälp av en kvalitativ metod, i form av intervjuer i kombination med litteraturstudier har vi även tittat på deras varumärkens koppling till regionen. Trots att intresset för varumärken är stort, är det få företag som faktiskt kan redogöra för vad det egna varumärket egentligen står för. Detta beror förmodligen på att varumärket fortfarande på många håll betraktas som ett taktiskt hjälpmedel snarare än en strategisk resurs. Därför tycker vi att det är intressant att titta på hur man ser på detta i värmländska organisationer. Betraktas varumärket som en strategisk resurs, hur hög dignitet har den och hur stark är kopplingen till regionen? Resultatet visar att samtliga av de berörda organisationerna arbetar strategiskt med varumärket men de kan bli bättre. Varumärkesarbete är mycket långsiktigt och resultaten går knappast att se över en natt. Ekonomiska resurser och gamla traditioner begränsar informations-/marknadsavdelningarnas möjligheter att utveckla varumärket ytterligare och bli en avgörande framgångsfaktor. Varumärkesarbete blir aldrig fullbordat, man måste hela tiden sträva framåt. Det finns ingen fullständig mall för vad som kännetecknar ett starkt varumärke, men att ha en tydlig vision har visat sig vara en förutsättning.

This paper studies two former treaty ports, Kobe in Japan and Incheon (Chemulpo) in South Korea following the scholarship of Jennifer Robinson (2006) in building social scientific knowledge upon case studies of the so-called "ordinary cities". Using a "bricolage" of sub-fields of social anthropology and research techniques, the study focuses on the built remnants from the colonial period in the two cities and their perceived image to further develop on ethnographies of sensescapes and post-colonialism. The present study is an addition to the scholarship of urban anthropology through tracing out the formations of personal images of a city among their inhabitants, emic perceptions of "danger" and "oldness" in relation to built environments in Japan and South Korea and discussing the relevance of post-colonial sensibilities for place image creation. Keywords: urban anthropology, socio-cultural anthropology, collective memory, city branding, city image, post-colonialism, settler urban heritage, Japan, South Korea

Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...

La competició de països, nacions, ciutats i regions per captar recursos, talent, infraestructures o esdeveniments, entre altres aspectes, ha provocat l’adveniment d’una lluita renovada per la singularitat, pel reconeixement i per la diferenciació, per una hegemonia simbòlica que cotitza a l’alça en el context d’una emergent economia de la identitat. En aquest context, els territoris cedeixen les seves projeccions habituals d’identitat territorial a una nouvinguda identitat simbòlica, gestionada, en part, mitjançant la transformació de territoris en marques. La determinació d’un estat de la qüestió amb voluntat holística, que endreci i alhora ordeni el que s’ha dit i el que s’ha fet sobre això, per tal de situar en perspectiva les implicacions inherents a la construcció de marques (branding) per a espais geogràfics, esdevé un dels objectius principals d’aquesta investigació, al qual s’hi arribarà amb l’ajut d’una triangulació metodològica d’investigació. En primer lloc, mitjançant una revisió amb voluntat interpretativa i crítica de la literatura existent vinculada a les marques de territori, en segon lloc per mitjà d’una consulta a un panel d’experts (mètode Delphi) i, finalment, i en tercer lloc, a través de l’estudi de tres marques de territori implícites (el Lluçanès, el Priorat i la vall de Camprodon) analitzades per mitjà de l’organització de tres grups focals de discussió (GFdD). Així mateix, la concreció d’un model teòric d’anàlisi per a la marca experiència individual amb el territori des d’una perspectiva transdisciplinària coincideix amb el segon gran objectiu que pretén abastar aquesta tesi doctoral. / La competición de países, naciones, ciudades y regiones para captar recursos, talento, infraestructuras o eventos, entre otros aspectos, ha provocado el advenimiento de una lucha renovada por la singularidad, por el reconocimiento y por la diferenciación, por una hegemonía simbólica que cotiza al alza en el contexto de una emergente economía de la identidad. En este escenario, los territorios ceden sus proyecciones habituales de identidad territorial a una recién llegada identidad simbólica, gestionada, en parte, mediante la transformación de territorios en marcas. La determinación de un estado de la cuestión con voluntad holística, que incorpore y a la vez ordene lo que se ha dicho y lo que se ha hecho al respecto, con el fin de situar en perspectiva las implicaciones inherentes a la construcción de marcas ('branding') para los espacios geográficos, resulta ser uno de los objetivos principales de este trabajo, al cual se llegará mediante una triangulación metodológica de investigación. En primer lugar, a través de una revisión pretendidamente interpretativa y crítica de la literatura existente vinculada a las marcas de territorio; en segundo lugar, por medio de una consulta a un panel de expertos (método Delphi); finalmente, y en tercer lugar, a partir del estudio de tres marcas de territorio implícitas (el Lluçanès, el Priorat y la vall de Camprodon) analizadas mediante la organización de tres grupos focales de discusión (GFdD). Asimismo, la concreción de un modelo teórico de análisis para la marca experiencia individual con el territorio desde una perspectiva transdisciplinaria coincide con el segundo gran objetivo que pretende alcanzar la presente tesis doctoral. / The competition between countries, nations, cities and regions to attract resources, talent, infrastructures or events, among others aspects, has caused the coming of a renew struggle for singularity, recognition and differentiation, for a symbolic hegemony that is rising in the context of an emerging economy of identity. In this context, places transfer their usual projections of place identity to a newly arrived symbolic identity negotiated partly by the transformation of places in brands. The determination of a current status of the issue with a holistic wish that organize and at the same time arrange what it is said and is done about the topic, in order to locate in view the inherent implications to the building of brands (branding) for geographic locations, becomes one of the main aims of this research, which is going to reach through the help of a methodological triangulation of investigation. Firstly, through checking the existent literature linked in the place brands with an interpretative and critic wish, secondly, by means of consulting an expert’s panel (Delphi method) and, finally and thirdly, through the study of three implicit place brands (el Lluçanès, el Priorat and the Camprodon’s valley) analyzed by the organization of three focal groups of discussion (FGoD). Likewise, the specification of a theoretical method of analysis for the individual experience brand with the places from an interdisciplinary perspective coincides with the second main aim that this doctoral thesis expects to reach.