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City Branding: Proposal of an Observation and Analysis Grid

In: Strategic Innovative Marketing and Tourism

Author

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  • Ezzohra Belkadi

    (Faculty Ain Sebaâ, Hassan II University of Casablanca)

Abstract

The city branding has been very successful in recent years. There is an increasing number of cities, countries or regions that have invested in territorial brands. The theoretical field of city branding is very young and still in development. Several questions still remain and for which answers are needed. The aim of this article is to study the relevance and the role of city branding. The idea is to start with a review of literature of city branding and its role in place development to construct a grid of analysis and observation of place branding. This observation grid makes it possible to observe and analyze the branding experiences.

Suggested Citation

  • Ezzohra Belkadi, 2020. "City Branding: Proposal of an Observation and Analysis Grid," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 121-128, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_14
    DOI: 10.1007/978-3-030-36126-6_14
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    Cited by:

    1. Anna Adamus-Matuszyńska & Piotr Dzik & Jerzy Michnik & Grzegorz Polok, 2021. "Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers," Sustainability, MDPI, vol. 13(2), pages 1-17, January.

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