City Branding – All Smoke, No Fire?

Abstract

Successful corporate branding requires that questions related to communication, publicity, and organizational structures are addressed. An uncritical adoption of approaches known from traditional product branding will inevitably give problems as the properties of tangible commodities and services with their relatively concrete dimensions are absent when the main question is one of values.

Keywords

• branding
• city branding
• market communication
• corporate communication
• organizational communication
• qualitative analysis