Towards Effective Place Brand Management

Towards Effective Place Brand Management

Branding European Cities and Regions

Edited by Gregory Ashworth and Mihalis Kavaratzis

Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.

Chapter 11: Place Satisfaction of City Residents: Findings and Implications for City Branding

Andrea Insch and Magdalena Florek

Subjects: business and management, marketing, development studies, tourism, economics and finance, public sector economics, regional economics, environment, tourism, geography, cities, tourism, urban and regional studies, cities, urban studies

Extract

Andrea Insch and Magdalena Florek INTRODUCTION AND BACKGROUND Cities increasingly compete for the attention and investment of prospective investors, tourists and residents, in order to achieve their developmental goals. As well as appealing to ‘outsiders’, cities must also appeal to residents – their loyal supporters. Despite increasing recognition of the important role of residents as city brand ambassadors, little is known of the factors that contribute to their perceived satisfaction with the city where they work, live and play. The notion of place satisfaction in the case of city residents is largely untouched within the emerging place management and marketing field. The importance of the ambitious goals of achieving satisfied and loyal citizens are difficult to dispute. For some, they are the ultimate indicators of place management success (Guhathakurta and Stimson, 2007; Kotler et al., 1999). City councils and other government authorities regularly monitor and track the level of satisfaction of ratepayers regarding the services they provide. Often this extends to satisfaction with different aspects of city life. Positive feedback from current residents confirms that they are performing well by meeting their expectations regarding the services they offer. These results can be used to promote the benefits of living in the city to potential residents to attract and motivate them to move. Where particular skills gaps exist in the workforce, certain features of the city (e.g. pace of life, natural environment) that might be appealing can be highlighted in addition to the common, basic requirements of living, working and playing in...

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