| 書(shū)目名稱 | How Cities Become Brands | | 副標(biāo)題 | Developing City Bran | | 編輯 | Eric H?usler,Jürgen H?usler | | 視頻video | http://file.papertrans.cn/429/428577/428577.mp4 | | 概述 | Describes how city brands are developed reflectively and substantively.Practical experience in city brand development combined with comprehensive background knowledge.With numerous insights into authe | | 圖書(shū)封面 |  | | 描述 | 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 t | | 出版日期 | Book 2024 | | 關(guān)鍵詞 | City brands and city marketing; City brand development; City branding; Urban policy and urban developme | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-658-43776-3 | | isbn_softcover | 978-3-658-43775-6 | | isbn_ebook | 978-3-658-43776-3 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
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