City Marketing in Europe
Essay: City Marketing In Europe
During the course of the minor, the terms “dilemmas and paradoxes” have been strongly linked to City Marketing. Typically, when defining city marketing it is directly related to appeasing the wants and needs of all stakeholders who are in close nit to the city. A stakeholder is anyone who has any interest in the city such as; government, inhabitants, workers, tourists, social groups. Every stakeholder must be looked at when trying to promote a city, but by doing this a city marketer will have to overcome different dilemmas and paradoxes that will act as a barrier to achieving a successful city image. In this essay, I will explore and convey the different dilemmas and paradoxes that occur in city marketing, and how we can combine and manage these to our advantage when promoting a city.
Firstly, in order for any product or service to be successful, it must have a strong brand image. This is also applicable to marketing an entire City. Eric Braun’s article conveys why a city must have a strong brand image in order to appeases all of its stakeholders. He explains the toughness of the task
“Creating a distinctive brand whilst incorporating the input of relevant stakeholders presents one of the main challenges of city branding today.” This depicts, the reality that the desires of all the stakeholders need to be met, whilst developing a brand image that is original and efficient.
It is vital for a city to come up with a promotional scheme to appease its stakeholders. For example, the IAmsterdam scheme has taken the focus of making the city extremely tolerant to diverse sexuality, soft drugs and general way of life. The slogan of IAmsterdam refers to “be who you want to be” and attracts consumers from all over the world to come and “experience” Amsterdam. This works extremely well, as it takes into account all of Amsterdam’s tangible features, such as the canals, museums and architecture, but also types of legal legislation like
During the course of the minor, the terms “dilemmas and paradoxes” have been strongly linked to City Marketing. Typically, when defining city marketing it is directly related to appeasing the wants and needs of all stakeholders who are in close nit to the city. A stakeholder is anyone who has any interest in the city such as; government, inhabitants, workers, tourists, social groups. Every stakeholder must be looked at when trying to promote a city, but by doing this a city marketer will have to overcome different dilemmas and paradoxes that will act as a barrier to achieving a successful city image. In this essay, I will explore and convey the different dilemmas and paradoxes that occur in city marketing, and how we can combine and manage these to our advantage when promoting a city.
Firstly, in order for any product or service to be successful, it must have a strong brand image. This is also applicable to marketing an entire City. Eric Braun’s article conveys why a city must have a strong brand image in order to appeases all of its stakeholders. He explains the toughness of the task
“Creating a distinctive brand whilst incorporating the input of relevant stakeholders presents one of the main challenges of city branding today.” This depicts, the reality that the desires of all the stakeholders need to be met, whilst developing a brand image that is original and efficient.
It is vital for a city to come up with a promotional scheme to appease its stakeholders. For example, the IAmsterdam scheme has taken the focus of making the city extremely tolerant to diverse sexuality, soft drugs and general way of life. The slogan of IAmsterdam refers to “be who you want to be” and attracts consumers from all over the world to come and “experience” Amsterdam. This works extremely well, as it takes into account all of Amsterdam’s tangible features, such as the canals, museums and architecture, but also types of legal legislation like