Understanding the Concept and Importance of City Branding

Tóth Dániel (2023) Understanding the Concept and Importance of City Branding. Külkereskedelmi Kar.

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Absztrakt (kivonat)

The goal of my thesis is to advance our understanding of city branding by providing an in-depth analysis of its development over time and examining its current stage and effects. To show that every city needs the use of this potent instrument, I set out to present and analyze the idea of city branding and its application in my thesis. All the benefits that demonstrate the significance of city branding will be highlighted in my work. The thesis will examine the city branding phenomenon, and my goal is to justify the importance and actuality of building a city brand, because only a few cities seemed to be able to successfully implement it. My hypothesis is that most cities do not feel the need for branding or cannot implement it successfully, and any city that can build a popular and effective city brand will immediately see its positive effects, leaving behind their counterparts. Therefore, every city that wants to develop must implement this superior tool. I firmly believe that after reading my thesis, it will be clear how important branding is for cities. For other cities considering similar branding initiatives, the study will also offer suggestions and insights.The driving force underpinning today's capitalist economy revolves around the relentless pursuit of constant development and profit maximization. In this competitive setting, not only companies but also cities must focus their efforts on developing a brand that not only connects with consumers but also cultivates a loyal following, resulting in the greatest benefits. While the term 'city branding' might not initially ring a bell, the modern era witnesses not only corporations but also cities harnessing the formidable power of branding, often committing substantial financial resources to elaborate marketing campaigns.The opportunity to create the most captivating and motivating picture on the global canvas is a strong motivator. City branding is no longer just a luxury of a few cities; it is now a tactical requirement. When executed adeptly, city branding can yield a vast number of advantages for both the city and its inhabitants. Some forward-thinking cities have successfully incorporated branding into their growth strategies and are now reaping the rewards. These cities stand out as prime examples of how strong branding can catapult them to the top of the world stage and draw a flood of capital, talent, and tourism. It's crucial to recognize that not all cities have fully embraced the potential benefits of branding, and others may face difficulties turning inspiring concepts into practical activities. Effective city branding frequently involves a long and resource-intensive process that calls for a successful fusion of public and private sector, leadership, teamwork, and vision.There are certain factors in the case of a city that are predetermined, and branding alone will not change it, but if it steers the city's future two steps in the right direction, then it is already worth using it. As I have examined, in the case of many cities, there are holes in their branding efforts. By correcting them they can build a renowned brand and gain a greater reputationIn the beginning, the meaning of city branding will be explained, followed by its history. Beyond the simple description, the paper will discuss the development over the years. In addition to clarifying the beginning of practice, this historical viewpoint will show how it has changed over time, adjusting to the dynamics of urbanization, globalization, and communication. After understanding the meaning and history of it, the current state of city branding, and its advantages will be discussed. These examples of the positive effects of branding tactics will be important to demonstrate how branding may influence a city's future. This part of the paper will lay a solid foundation for understanding city branding by the end of this section, both in terms of its historical context and its modern applications. As soon as I have established the perfect basis for moving forward, I will investigate the relevance of city branding through several researches. After that, I will summarize the results and make the conclusions.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Üzleti Szaknyelvek Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, city branding, competitiveness (economics), economic developement, investment, marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 22. 10:31
Utolsó módosítás:	2024. Feb. 22. 10:31

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