How to make everyone fall in love with a city: Designing an architecture of sub-brands to revitalize St Petersburg’s image

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper uses a case study of St Petersburg, Russia, to analyze the best ways in which to build an enviably effective place brand architecture, given the complex nature of managing multiple stakeholders with varying interests. The results uncovered that a sub-brands strategy is effective at making space for the multiple stakeholder voices that can add value to a city's master brand through coordinated co-creation. Increasing the low resident participation levels that are apparent in St Petersburg has the potential to transform the city's brand energy and touristic allure.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "How to make everyone fall in love with a city: Designing an architecture of sub-brands to revitalize St Petersburg’s image", Strategic Direction, Vol. 36 No. 11, pp. 43-45. https://doi.org/10.1108/SD-08-2020-0148