IDEAS home Printed from https://ideas.repec.org/h/pkk/sfyr11/117-124.html
   My bibliography  Save this book chapter

Renaming as a tool of city-branding

In: Proceedings of FIKUSZ '11

Author

Listed:
  • Árpád Papp-Váry PhD

    (Budapest College of Communication and Business)

Abstract

The name is one of the most important elements of branding. That stands for city branding too: the name of the city defines a lot of things. Just like with “classic brands” it’s good if it refers to the product (the city)it raises positive feelings, it’s short and easy to pronounce, and most of all it makes it unique – so there are no other cities with the same name. There is no reason to surprise that sometime mayors are changing the name of the city. In the past this had political reasons: the Soviet Union’s big leader’s names were often used in the cities’ names. Nowadays the changes have marketing reasons: with the new name they want to attract more tourists or potential investors. It happens that a company buys itself into the city’s name and becomes its sponsor. Of course the local people don’t like this; the names are usually really old, and changing them can harm the historic roots. This article looks at a couple of name-changing and sums up their experiences.

Suggested Citation

  • Árpád Papp-Váry PhD, 2011. "Renaming as a tool of city-branding," Proceedings of FIKUSZ '11, in: Pál Michelberger (ed.),Proceedings of FIKUSZ '11, pages 117-124, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:sfyr11:117-124
    as

    Download full text from publisher

    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/11_Arpad_Papp-Vary.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    city branding; renaming; marketing; politics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pkk:sfyr11:117-124. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alexandra Vécsey (email available below). General contact details of provider: https://edirc.repec.org/data/gkbmfhu.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.