TY  - CHAP
AB  - There has been much research on city marketing, but some practical aspects remain unaddressed. One challenge is the development of a distinctive city identity. Traditional marketing tactics often ignore, deny, and marginalize the city identity. A more integrated and holistic approach is needed. As a complementary tool, city branding can overcome the shortcomings associated with traditional marketing. The purpose of this chapter is to show through case studies how two cities with different conditions went about developing their respective brand identities and illustrate how the identities were established through brand elements and promoted through coordinated marketing programs. Based on the two case studies, this chapter presents a process model for developing an identity in city branding. The model accommodates two different approaches to developing city identities. The first is applicable in the situation where a city is already strongly identified with its prominent existing heritage and cultural assets. The second is applicable in the situations where a city does not have prominent existing assets.
VL  - 1
SN  - 978-1-84950-720-2, 978-1-84950-721-9/2042-1443
DO  - 10.1108/S2042-1443(2009)0000001017
UR  - https://doi.org/10.1108/S2042-1443(2009)0000001017
AU  - Lee Jung-hoon
ED  - Liping A. Cai
ED  - William C. Gartner
ED  - Ana María Munar
PY  - 2009
Y1  - 2009/01/01
TI  - Chapter 15 DEVELOPING DISTINCTIVE CITY BRANDING Cases of Anseong and Bucheon, South Korea
T2  - Tourism Branding: Communities in Action
T3  - Bridging Tourism Theory and Practice
PB  - Emerald Group Publishing Limited
SP  - 207
EP  - 218
Y2  - 2024/04/19
ER  -