After human beings entered in a later period of industrial society, the competitiveness of cities and regions was gradually affected by their own impressions. The reason was that due to the important elements, tourist, cultural industry and knowledge industry business, of city-developing at present stage, new city-demanders were more sensitive to the city¡¦s image than space-consumers in the past. Also, after 1980, because of this kind of economical change, western developed industrial cities led the marketing principles of region and city to administration and paid much attention to the strategy of city¡¦s image. Penghu Makung , a historical coast city, is the center of humanity, history, economy, politics and culture in Penghu Islands. In the future, facing with the world competitiveness between cities and the goal of sustainable development, how does Makung city to be modeled into a unique style city by conducting the strategy of developing the city brand? This research was based on two stages of Delphi Method to combine the cognition of of Makung city of industry, official and university specialists and based on CIS, Corporate Identity System, as examination construction to sketch the contours of the vision of the strategy of modeling Makung¡¦s city brand. According to statistics, in the future, Makung city should be characterized by its historical and suitable living place in order to develop its brand orientation and should be shaped into a low-carbon coast traveling city and a resort center of Sea Islands which are the core of city¡¦s development. As for its visual image, the symbol and the sign of the city should be redesign; the slogan and mascot could immediately become the marketing strategy in the future. Besides, basalts on Tongpanyu is the highest landscape brand and Mazu Temple is the most typical building. As for the brand of local activity, Qigui Ceremony which should be enhanced by branding and combing with the city is the most impressive. In sum, with the integration of history and humanity and the combination of story and landscape environmental construction, the city brand of Makung city would be developed.

A study on city brand perception and indicators construction in Penghu area Abstract Penghu governance are far more long record in the Annals of Penghu's local governance at all have different meanings and objectives. With the trend of globalization, city competitiveness has become the most important core indicators for the city managers. The competitiveness of the city not only represents a more encompassing hardware construction of the urban cultural literacy but the Government efficiency and other software elements as well. Penghu regional development, as has long been a lack of effective cooperation in the overall experience of planning and resources, so the city into the concept of brand management innovation, will help form a common goal, and public-private partnerships to attract participants and created urban vision, development out with the local characteristic culture of life, and better quality of residents' life. Effective administrative and public services are the main goal and function the government has to achieve. government's effectiveness and go hand in hand with city management .The changing world has pushed city to adapt globalization and provide multiple functions and services.Also local residents, foreign tourists and investors to live with the memory and perceptual image synonymous with unique, high quality business successful cities exhibit a variety of specific images, not only create a sense of honor residents, but also attract more new immigrants and investment companies stationed, as well as foreign tourists visiting the important factor. Los Angeles School Master Deere (Micheal Dear) proposed "urban planning is political", how to integrate inside and outside the city shape the characteristics of the natural advantages, while reducing the negative adjustment of urban disadvantage, is an important city managers and residents of a public affairs. Will be treated as urban management products for enterprise management products and services is the current trends, the brand meaning into public management, may activate the city's image as urban governance, upgrade to a higher level goals. In this study, the overall administrative area Penghu area Sannai city brand evaluation literature to distinguish between people, cultural heritage, investment immigration, government administration, customer services, tourism and other major aspects of six sub-order analysis, for Penghu city brand Perceptions of 330 dollars to complete the statistical dimensions of urban perception of the advantages of sequence spaces and the conditions of resource data to construct its own brand of local indicators of check systems. Style which contains elements of the environment, social and human elements of the three major projects and economic activities total 99 indicators, urban governance as a self-evaluation. Quantitative survey research data to analyze the implementation steps of city branding, verify assumptions and the proposed method. Provide local public affairs manager and the formation of urban development, public issues, as a reference value of academic research, and looks forward to the overall development of some local significance.

Under the globalization, competition between the cities have been stronger, so how to establish its own advantage of the city brand is necessary, in order to increase it¡¦s competitiveness. Especially, in accordance to city and county consolidation, we create the city identity for the residents by city brand. Therefore, this research wants to know perceptiveness from the residents who live in different regions, in order to rebuild a new city brand which residents can accept. It¡¦s a important mission to promote the city identity for Kaohsiung. In this study, the study subjects consisted of 200 former Kaohsiung citizens, 200 former county residents and residents who not live in Kaohsiung. Because people live in different inhabited areas, which not only affects people¡¦s perceiptions on city brand and city identity, but also interferes the relationship between city brand and city identity. Furthermore, we want to know whether brand equity is a mediator on this relationship. This research passes the concept structure of Anholt City Brand Index, including ¡§The Presence¡¨, ¡§The Place¡¨, ¡§The Prerequisits¡¨, ¡§The people¡¨, ¡§The pulse¡¨, ¡§The Potential¡¨. The research analysis shows that people who live in different inhabited areas appeal significantly different in ¡§The Presence¡¨and ¡§The rerequisits¡¨. In this case, the result means that Kaohsiung should hold more international activities proactively, and strengthene to promote to others who not live in live in Kaohsiung. Most importantly, government needs to enhance the conditions of¡§The rerequisits¡¨ in the whole Kaohsiung city. Further on, the research analysis shows that no matter where the residents live, the people and the pulse can contribute the positive effect significantly for city identity. Therefore, in order to promote management of city marketing, we will start from the two factors. In addition, the brand equity can affect the relationship between city brand and city identity. It can not only improve the perception of city brand, but also help to find a Kaohsiung irreplaceable identity.

The aim of this study is to make a theoretical contribution vis-à-vis the main determinants of international student identification with a middle ranking business school corporate brand. The findings of this study are of foundational significance in theory building terms. A substantive theory of international postgraduate student identification in UK middle ranking business school corporate brands is introduced. This theory was found to be underpinned by five attractiveness dimensions: brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand and university physical campus. The findings showed that brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand and university physical campus are the main corporate brand identification dimensions of international postgraduate students – in terms of attractiveness – of a middle ranked business school (Brunel Business School). Whilst the tuition fees were a constituent part of the initial theoretical framework, this variable was not shown to have a significant effect on middle ranking business school corporate brand attractiveness. The findings also showed that brand distinctiveness and the country brand had a direct positive effect on international postgraduate student identification. Moreover, brand similarity, brand distinctiveness, metropolitan city brand, country brand and university physical campus affect international postgraduate student identification indirectly through the mediating effect of middle ranking business school corporate brand attractiveness. Whereas the effects of brand distinctiveness and country brand on international postgraduate student identification are partially mediated, and the effect of metropolitan city brand is fully mediated, tuition fees have an inverse, unmediated effect on international postgraduate student identification. A test of alternative moderating effect showed that the effects of brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand, university physical campus and tuition fees on international student corporate brand identification were not moderated by the effect of middle ranking business school corporate brand attractiveness. This study – focusing on a middle ranking business school corporate brand, internationalisation/international marketing– appears to be the first of its kind. It is one of the first attempts to provide a theoretical undertaking regarding the main determinants of international student identification with a middle ranking business school corporate brand. The instrumental contributions of this study stress the efficacy of business school managers in focusing on corporate brand building and corporate brand communication activities. Whilst the statistical generalisability of the findings generated from a single case study is limited, the insights are analytically generalisable.

The main subject of the thesis Communication strategy of cities, municipalities and regions is to introduce the theoretical concept of marketing communication of municipalities, cities and regions and to evaluate the role of communication in development of cities and regions. The first part of the thesis is aimed on the issue of impact of marketing communication on the development of municipalities, cities and regions in theory. The second part is aimed on evaluation of communication of the town of Lovosice with its target groups with an emphasis on residents. Within this part of the thesis there are analyzed particular components of the communication of the brand of the town of Lovosice through analysis of the town environment, analysis of perception of the town by residents by exploration among residents and analysis of particular communication channels used by the town. The town of Lovosice has not drawn up any strategy paper overaching the communication of the town, nor sufficiently secures the area by adequate staffing. The communication of the town is not effective - it lacks integrity and consistence. If the town intends to be more successfull in building its brand, it should develop strategic plan of the communication and sufficiently staff this area. The town should implement interactive communication with the residents based on the regular exchange of informations, and then to base the development activities the obtained informations.

O presente trabalho teve como objetivo compreender os processos de construção e gestão de uma cidade-marca e seus vínculos com o conceito de cidade criativa, bem como seus consequentes impactos nas políticas urbanas. Para tanto, tomou-se como estudo de caso a cidade de Londres, capital do país pioneiro na adoção do discurso da criatividade em suas políticas públicas e tida, na década de 90, como um dos principais centros de poder e controle global no capitalismo contemporâneo. Buscou-se construir um panorama histórico que mostra como Londres veio a ser promovida como uma cidade criativa, tendo a cultura no cerne das políticas de desenvolvimento econômico e urbano. Neste sentido, o trabalho procurou analisar o processo de construção, gestão e exportação da marca Londres, desenvolvida na virada do século XXI, evidenciando as tensões e aproximações entre as diferentes gestões do governo central britânico e as administrações municipais de Londres. Procurou-se explicitar o quanto tal processo culminou na realização dos Jogos Olímpicos de 2012, utilizados como ferramenta para direcionar recursos e a atenção midiática para o megaprojeto de regeneração do East End da cidade. A partir da análise dos novos arranjos institucionais e das estratégias discursivas adotadas para legitimar a realização de tal projeto, buscou-se, então, compreender qual o rebatimento urbano do processo de branding da cidade, tendo como foco os impactos no East End e mais especificamente na região de Hackney Wick promovida como o mais novo hub criativo de Londres - exemplificando as tensões entre a \"marca Londres\" e a \"Londres realmente existente\". / This work aimed to understand the processes of building and managing a city brand and its links to the creative city concept, as well as its consequent impact in the urban policies. Here London was taken as a case study, as the capital of the country that first adopted the discourse of creativity in its public policies in the 1990s and as one of the main concentrations of global economic power in contemporary capitalism. It sought to explore how London came to be promoted as a creative city, with culture at the heart of economic and urban development policies. In this sense, this work analysed the process of creation, management and export of the London brand, developed at the turn of the 21st century, showing the tensions and approximations between the different administrations of the British central government and the municipal administrations of London. It also sought to explain how this process culminated in the hosting of the 2012 Olympic Games, used as a tool to direct resources and the media attention towards the mega regeneration project of Londons East End. From the analysis of the new institutional arrangements and the discursive strategies adopted to legitimize the realisation of such a project, this work finally sought to understand the urban implications of the branding process, focusing on the impacts in the East End and more specifically in Hackney Wick promoted as the newest creative hub in London - exploring the tensions between the \'London brand\' and the \'really existing London\'.

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.

Purpose: The aim of this research is to investigate how local company web sites can contribute towards the value and characteristics of city brands online, particularly where post-industrial cities are concerned, and to establish a predictive model for this. Design/methodology/approach: Interviews were conducted to gain an understanding of how post-industrial city brands can be influenced by local companies, leading to the notion of a 'constructed' city brand. An overarching brand model was developed based on the works of Christodoulides et al. and Merrilees and Fry and a survey of company web sites conducted. Structural equation modelling was then fitted to these data. Findings: Trustworthiness, responsiveness, online experience and emotional connection were confirmed as dimensions of company online brand value. It was further shown that company brand and constructed city brand are influenced by customer perceptions of brand value. Company brand was not, however, related to constructed city brand for the case study of Bradford, UK, which has a pervading negative reputation. Originality/value: A model incorporating company brand and city brand has been developed and validated for a typical post-industrial city that is in decline. The influence that local companies can exert on these brands via their web sites and behaviours was established. It is further demonstrated that company brands become disassociated from a city if it has a negative brand image.

本研究由「以大型活動建立城市品牌」面向切入大型活動行銷與城市行銷之主題，試圖釐清「城市」本身作為行銷主體時，相關的理論觀點，並聚焦於策略端，了解城市行銷與城市品牌發展之關鍵要素以及重要的城市品牌架構，進而建立以城市品牌長期發展為主要導向之大型活動所應具備的策略性思維，且逐步構築大型活動評估指標，作為未來城市品牌導向之大型活動策略規劃與分析之參考。 文獻回顧的部分，除了城市行銷本質的探討，理解城市行銷的功能與內涵外，亦在城市行銷的「技術」面文獻中，了解當前城市行銷策略規劃與城市品牌建立之相關理論基礎，最後在既有的研究中，連結大型活動與城市行銷之間的關聯性，著眼於如何運用城市品牌的建構面向，來評估與分析大型活動之策略。其後，歸納前述文獻所提及之諸多指標與成功要素，以四個主要面向重新抽取其內容，並發展相應於大型活動之操作性定義，以便先行建立初步評估指標。最後以專家群體決策為基礎之修正式德菲法進行最終評估指標之評選，使得指標體系的建構及後續分析，能具有較高度之代表性。 透過十多位行銷、傳播、媒體領域之學術界與實務界專業人士之專家問卷調查，本研究共建構十六項以大型活動建構城市品牌之評估指標，並進一步以大型活動籌辦單位之深度訪談補充營運面與組織面之內涵，增加指標於策略性運用時，更為全面性之思考。最後闡明研究結論，回應過往城市品牌架構文獻並建議未來相關研究方向，期望對於城市品牌思考與城市品牌導向之大型活動策略規劃與分析面向有所助益。 / The mega event held by a specific city shouldn’t only be analyzed as another single large scale event in the city but be seen as a series of city marketing practices in the long-term city branding context. The aim of the present study focuses on the strategic vision of the mega event and builds city brand-driven indicators to create the framework for mega event marketing strategy planning and evaluation. The main theoretical background from literature reviews for this study consists of several city marketing, city branding, mega event and event marketing topics, which are not only the conceptual but technical and structural viewpoints included. Then the primary city brand-driven mega event indicators would be developed by reorganizing these past researches into four main categories: strategy, symbol, relationship, benefit and sustainability. Based on Delphi method, all primary indicators are evaluated by 16 marketing, communication, media experts and finally formed the strategic framework. Also, in this study, mega event organizer and the coordinator of marketing related department in the city government are interviewed to understand issues comprehensively from the execution and organization levels for solid strategic thinking. Finally, all 16 key indicators and the managerial implications , specific city branding frameworks from the literature reviews, and also advices for future studies are outlined and discussed in the last chapter.