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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 7/23/2014)