Strategic City Branding

Insights from Asian Cities

Viriya Taecharungroj

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Hardback

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English

Routledge
28 January 2025

Market research; Tourism industry; Urban & municipal planning; Civil engineering, surveying & building

City branding is crucial for the development of cities. Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This book demonstrates how cities can leverage their unique characteristics to build an appealing brand and attract tourists, residents, and investors.

The book presents a structured approach to city branding, featuring 24 concise case studies from various Asian cities. Readers will learn about the organisation of city branding efforts, city brand identities and visions, and the brand positioning process. It covers comprehensive execution strategies and methods for evaluating branding success. Each chapter offers conceptual tools for applying these ideas in practice, and the Asian case studies provide real-world insights into city branding.

This book is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic and delivers both an academic foundation and practical tools, equipping readers with the knowledge needed to create strong city brands.

The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.

By: Viriya Taecharungroj
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 471g
ISBN: 9781032958989
ISBN 10: 1032958987
Pages: 152
Publication Date: 28 January 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

1. City Branding: A Strategic Imperative 2. City Brand Organisation 3. City Brand Vision 4. City Brand Position 5. City Brand Execution 6. City Brand Evaluation 7. Epilogue

Viriya Taecharungroj is Associate Professor of Marketing at Mahidol University International College (MUIC), Thailand, with a Full Professorship pending royal bestowment. He also holds the position of Senior Fellow at the Institute of Place Management, Manchester Metropolitan University, and serves as an Associate Editor for the Journal of Place Management and Development. His research primarily explores place marketing, place branding, and place analytics.

Reviews for Strategic City Branding: Insights from Asian Cities

""This book in a nutshell presents the essentials of city brand and process of city branding. It is a very concrete and practically delivered compilation of fundamental knowledge on how to implement branding to cities step by step. The author not only succinctly presents the achievements of other scholars in the field, but also presents many of his own practical frameworks that city managers can easily implement. Numerous cases illustrate and comment the particular stages of the process while taking into account specificity of the region. The book is also a good summary and refreshment for those who are already familiar with the subject, but want to learn more about Asian perspective and search for new solutions in their work with city brands."" - Dr hab. Magdalena Florek, Editor (Place Branding and Public Diplomacy), Member of the Board (International Place Branding Association (IPBA)) ""This book offers a compelling exploration of city branding strategies for Asian cities. It examines stakeholder engagement, brand identity, and strategic positioning, providing actionable insights and tools to enhance any city’s brand and make a global impact. A must-read for anyone passionate about city branding!"" - Professor Hong Fan, Director of City Branding Studio (Tsinghua University, China), Member of the Board (International Place Branding Association (IPBA))