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Authors:Melissa Aronczyk: Department of Culture and Communication, New York University, USA
Publication title:Place as Brand: Lessons from Two Canadian Cities
Conference:The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25–29 October; 2006
Publication type: Abstract and Fulltext
Issue:020
Article No.:010
Abstract: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.

Language:English
Year:2006
No. of pages:10
Pages:111–120
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
File:http://www.ep.liu.se/ecp/020/010/ecp072010.pdf
Available:2007-03-06
Publisher:Linköping University Electronic Press; Linköpings universitet

REFERENCE TO THIS PAGE
Melissa Aronczyk (2006). Place as Brand: Lessons from Two Canadian Cities, The ESF-LiU Conference Cities and Media: Cultural Perspectives on Urban Identities in a Mediatized World Vadstena; Sweden; 25–29 October; 2006 http://www.ep.liu.se/ecp_article/index.en.aspx?issue=020;article=010 (accessed 10/22/2014)