Article | The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25-29 October; 2006 | Place as Brand: Lessons from Two Canadian Cities

Title:
Place as Brand: Lessons from Two Canadian Cities
Author:
Melissa Aronczyk: Department of Culture and Communication, New York University, USA
Download:
Full text (pdf)
Year:
2006
Conference:
The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25-29 October; 2006
Issue:
020
Article no.:
010
Pages:
111–120
No. of pages:
10
Publication type:
Abstract and Fulltext
Published:
2007-03-06
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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At the intersection of urban entrepreneurialism; communications technologies and transnational flows of capital and consumers lies the “place brand”: the representation of the city through the logos; slogans and symbols of advertising and branding agencies. Cities are increasingly turning to branding as a means of creating and conveying their identity to a public at large; for the purposes of attracting tourism; trade and talent; as well as greasing the wheels of public diplomacy.

This paper seeks to identify the origins; methods and outcomes of initiatives by cities to create a “brand identity” through private/public sector partnerships. The interpenetration of government and private enterprise to create the image of a city is not new; what is new is the transformation of the role of business in the articulation of a city’s identity. Through a case study of the cities of Montreal and Toronto; this paper investigates the relationship between what the proponents and practitioners of place branding say it does and what it actually does in a conceptual and practical sense.

The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25-29 October; 2006

Author:
Melissa Aronczyk
Title:
Place as Brand: Lessons from Two Canadian Cities
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The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25-29 October; 2006

Author:
Melissa Aronczyk
Title:
Place as Brand: Lessons from Two Canadian Cities
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