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The image of the city: Urban branding as constructed capabilities in Nordic city Regions

  • Publisert 01.03.2006
  • Sist oppdatert 08.06.2011

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This project concludes that the problem with branding cities is that they are very diverse products that can be difficult to fit neatly into a marketing campaign. Even if one can fit a city into one or a number of campaigns, running such campaigns can be difficult to manage and sustain. However, even if we think that cities and regions need to find their own paths and solutions there is much to be learnt from the experiences of other places. Through our work during this project we found that certain points emerged as important. These points have been summarized into 10 commandments:

  1. There is no recipe for success

  2. Urban branding is just a little part of community building

  3. Don’t just tell it, show it

  4. Uniqueness and innovation is key

  5. Branding is a long-term process

  6. Top-down / Bottom-up branding strategies

  7. Well functioning organisational capacity and flexibility is important

  8. It is not necessarily true that you are in competition with everyone else

  9. Brands work at many different spatial and temporal levels

  10. The role of key persons

Project start: 06.2005 

Project end: 10.2006

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