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Abstract
Nowadays, cities are engaging in Marketing and City Branding to improve their image internationally in order to become more attractive for: tourists, investors, and students. They are trying to create a city brand to manage their reputation and enhance its local, regional and global awareness and position among the other cities.
But however, before they create a city brand, they must identify their attractiveness and know how the outside eye sees them whether a city is looking to rebuild, enhance or reinvigorate this image, and it must comprehend what a city branding means. In this paper, we aim to identify the meaning of city branding, after that we are going to deal with a case study that concerns Setif city.
A quantitative study has been done to know how this city does appear in order to make propositions for it, to create a city brand and manage its image and reputation, but before that, we try to identify its attractiveness to know if it is compatible with that’s perceived image.
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References
- Marketing N°129 - 01/03/2009 - Béatrice HERAUD,I love my city/http://www.e-marketing.fr/Marketing-Magazine/Article/I-love-my-city-30732-1.htm
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- Susanna Järvisalo, How to build successful city brands? -Case Munich, Berlin & Hamburg, 2012 Article published in thenewspaperElMoudjahidon17/09/2013 by F. Zoghbi, /http://www.elmoudjahid.com/fr/mobile/ detail-article/id/46538
- Simon Anholt, Competitive Identity: The New Brand Management for Nations, Cities and Regions,© Simon Anholt ,published 2007 by PALGRAVE MACMILLAN,London,p 2.
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- https://en.wikipedia.org/wiki/S%C3%A9tif
- LALIBERTE M. (2004), À la recherche d’une image de marquee, in http://veilletourisme.ca/2004/07/21/a-la-recherche-dune-image-de-marque/
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References
Marketing N°129 - 01/03/2009 - Béatrice HERAUD,I love my city/http://www.e-marketing.fr/Marketing-Magazine/Article/I-love-my-city-30732-1.htm
Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? DOI: https://doi.org/10.1111/j.1467-9663.2005.00482.x
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58-73. DOI: https://doi.org/10.1057/palgrave.pb.5990005
Susanna Järvisalo, How to build successful city brands? -Case Munich, Berlin & Hamburg, 2012 Article published in thenewspaperElMoudjahidon17/09/2013 by F. Zoghbi, /http://www.elmoudjahid.com/fr/mobile/ detail-article/id/46538
Simon Anholt, Competitive Identity: The New Brand Management for Nations, Cities and Regions,© Simon Anholt ,published 2007 by PALGRAVE MACMILLAN,London,p 2.
Boris Maynadier: Marque de ville, étude des modalités sémiotiques de génération d'une marque par une ville, France, 2009.
Vincent Gollain : Réussir son marketing territorial en 9 étapes ;Version 1 ; © CDEIF, Paris, Août 2008, p44.
https://en.wikipedia.org/wiki/S%C3%A9tif
LALIBERTE M. (2004), À la recherche d’une image de marquee, in http://veilletourisme.ca/2004/07/21/a-la-recherche-dune-image-de-marque/
Hildreth J.: “The European City Brand Barometer – Revealing which cities get the brands they deserveâ€. London: Saffron Brand Consultants, 21 p. 2008.