城市品牌管理外文资料翻译.pdf

brand management, 2006, 128(7): 2421-2425. beyond the logo: brand management for cities gregory ashworth, mihalis kavaratzis university of groningen abstract: a city s brand is increasingly considered an important asset for urban development and an effective tool for cities to distinguish themselves and improve their positioning. the introduction of corporate level marketing concepts and, especially, corporate branding has significantly contributed towards the development of a city branding theory. in practice, however, there is an evident confusion of a wide branding strategy with one of its components, namely the design of a new logo and slogan or, at best, the development of a promotional campaign. this paper first describes the rise of city branding and the reasons of its popularity and, after a short review of the basic elements of corporate branding, it goes on to identify essential similarities between these two forms of branding. it finally detects the need to adapt any branding tools to the needs of cities and addresses the necessity of a comprehensive city brand management framework. keywords: place branding ; city branding ; corporate marketing ; city-brand management 1.introduction city branding has in recent years become a prevailing activity within city management. cities all over the world use several conduits to promote themselves to relevant audiences such as investors, visitors and residents and in their efforts they commonly include striking logos and captivating slogans that feature in well-coming websites and advertising campaigns in national and international media. at the same time, a substantial debate over the usefulness and proper application of city branding has accumulated among academics, consultants and government officials. various issues have been raised in this debate and the suggestions for the implementation of branding campaigns within cities are often countered by critical voices. this paper examines the phenomenon of city branding attempting to clarify some of the issues involved. to that end, two related literatures need to be brought together, namely the steadily growing literature on place branding and the extensive literature on corporate brands. 2.cities as brands slogans such as das neue berlin , basel beats differently or edinburgh: inspiring capital are increasingly commonplace. amsterdam has recently launched a branding campaign centring around the slogan i amsterdam ; athens successfully hosted the olympic games of 2004 and is now anxiously anticipating their positive effects inviting you to surprise yourself in athens attica ; london has become totally london and will also host the olympic games of 2012, expecting the same results. the examples of cities attempting to brand themselves could fill many pages. a major stream of publications has dealt with the issue of destination branding: treating places as brands for their benefits to tourism development. this field has probably been the more developed in terms of suggesting concrete and practical measures for managing destinations as brands. arguably a large part of the theoretical development in this field comes from hankinson. 1starting from his belief that as yet no general theoretical framework exists to underpin the development of place brands apart from classical, product-based branding theory , he provides a refined framework for understanding cities as brands, focusing on cities as tourism destinations. another emerging view is the attempt to examine the possible adaptation of the concept of corporate branding and specific method -ologies developed in this field in place branding. 2 this raises questions about what actually is being done in practice and whether it is possible to apply strategies developed for commercial products to places or whether a new type of branding is required. branding is only one of many possible instruments for managing and developing places and its effectiveness needs, therefore, to be evaluated in that context. although the practice of place branding has far outpaced the extent to which it has been written about in the public realm , recently there has been a considerable increase in publications that raise and attempt to answer these and other similar questions. the commentary on the theoretical value and practical implementation of place branding has followed distinct routes in the literature, apparently depending on the background and research interests of particular commentators. apart from those contributions that attempt to deal with the subject as a whole, a major trend, especially among marketing academics and consultants has been the discussion on national branding, usually in connection to the use of the country of origin in product branding. 3 a second trend, mostly outside the marketing discipline, has been the discussion on the effects that the evident popularity and widespread use of cultural and entertainment branding have on cities and their physical and social character. 4 this process is the same as that followed in the formation of images of other entities like products or corporations, which have long been managed as brands. extending this assumption, comes the argument that the best way to attempt to influence peoples perceptions and images about cities must be similar to the way that businesses have been successfully attempting the same for their products, namely branding. the above assumptions are, of course, subject to scrutiny as is found in the academic literature on place and city branding. practice shows that city administrators are ready to adopt branding as a development strategy for their city. they eagerly (and sometimes uncritically) accept the suggestions of consultants that city branding is the only way of surviving in a fiercely competitive environment. perhaps tempted by the supposed novelty of such methods, their apparent contrast with past practices, and also perhaps fearing that they will indeed be left behind the competition that is engaged in branding, cities readily adopt branding techniques. cases of cities that undertake a thorough and more careful implementation of the city marketing process as a whole are rather exceptions to the rule.20therefore, this paper will demonstrate something that is well known to marketing academics, namely that branding needs to be thought of as a complete and continuous process interlinked with all other marketing efforts. 3.corporate branding there has been, recently, a growing body of work that points to the inability of earlier positioning tools to cope with the substantially changed environment that organizations now face. one response to this inability has been the suggestions of relationship marketing, which considers as the key element of marketing the building of relationships with relevant stakeholders and, especially, customers, the relationships with which are viewed as opportunities that need to be managed 5 in order to increase customer retention. brands in general and corporate brands specifically are seen as the base for the long-term success of firms and organizations. in contemporary marketing, branding is central, as it integrates all the strategic elements into one success formula 6. the whole marketing programme objectives, strategies and tactics is derived from brand positioning 4.from corporations to cities it is widely accepted that cities cannot be thought of simply as products. city brands may be fundamentally different from product brands, but this does not mean that they cannot be treated as corporate brands. in fact, there are many similarities between corporate branding and city marketing that can be seen if one compares the characteristics of corporate brands as summarized by balmer and gray 50with the city marketing literature. examples of these characteristics are that both corporate brands and city brands have multidisciplinary roots, both address multiple groups of stakeholders, both have a high level of intangibility and complexity, both need to take into account social responsibility, both deal with multiple identities, both need a long-term development. in this sense, corporate branding seems to offer valuable suggestions for implementing branding within cities, something that has occurred to several commentators, who point at the metaphor of place as a corporate brand. trueman . conclude that city branding can draw parallels from the corporate branding literature in terms of relationship building, communications, personality and identity, supported by strategy, creativity and resources and they go on to provide a useful comparison of the similarities and differences between corporate marketing and city brands. it is certainly possible to adopt a branding philosophy for the management of cities and to use tools and principles of corporate branding particularly. it is necessary, however, to adapt such tools and models to the specific characteristics and demands of cities. cities are neither products nor corporations in the traditional meaning of the terms and, therefore, a distinct form of branding is needed. 5.managing city brands a major element of this distinct form of branding would have to be the development of a city branding framework that would incorporate the elements that need to be aligned. there have been attempts towards that end which this paper will examine. there is, however, an issue that needs to be clarified first, which has to do with the relations between the city brand and the nation brand and the possible ways to manage both. corporate branding in the commercial world is related to the notion of brand architecture, which examines the relations of the corporate brand to the rest of the brands of individual products / services or product-lines that the same corporation is offering. different business strategies may require different brand architectures. 7often individual brands are managed as a part of or under the umbrella corporate brand but in other cases some corporations choose to manage each individual brand separately. there is perhaps a parallel of this in the field of branding places. places exist in geographical or place-scales(country, region, city, commune) therefore it might be useful to examine place branding taking place-scales under consideration. in other words, to examine a brand architecture approach for managing all place brands that belongs to the same nation. with this distinction in mind, the proposed city-brand-management frameworks will now be examined. a general framework of place branding is proposed by rain is to concentrating on the marketing of places as business locations and in particular the activities of inward investment agencies. the framework consists of nine success factors of place marketing and branding practices. according to this framework, the core building stones of place marketing (and most important success factors) are: planning group (the organ responsible to plan and execute marketing practices), vision and strategic analysis (the insight of the place about its future position),place identity and image (a unique set of place brand associations, which the management wants to create or maintain),public private partnerships and leadership(the capability to conduct complex processes and obtain the organizing power). they, therefore, need an expansion to other fields that branding can be useful for cities, because cities cannot function only as tourism destinations. it is clear that a lot more research is necessary in order to arrive to a comprehensive framework of city branding. 1 hankinson. location branding: a study of the branding practices of 12 english cities j.journal of brand management, 2001, 9(2):127-142 2 hankinson. the management of destination brands: five guiding principles based on recent developments in corporate branding theory j.journal of brand management, 2007,14(3):240 254. 3 papadopoulos, heslop. country equity and country branding: problems and prospectsj.journal of brand management,2002,9(4):294 315. 4evans . hard branding the cultural city: from prado to pradaj.international journal of urban and regional research,2003,27(2): 417-440. 5 saren. marketing is everything: the view from the street j. marketing intelligence and planning , 2007,25(1): 11-16. 6 aaker. building strong brandsm. new york :free press, 1996. 7 kerr. from destination brand to location brandj. journal of brand management, 2006, 13(4): 276 -283. 品牌管理品牌管理, , 2006, 128(7): 2421-2425. 超越标识：城市品牌管理 格雷戈里阿什沃思，米哈利斯卡沃瑞特斯 格罗宁根大学 摘 要 一个城市的品牌日益被视为一个城市发展的重要资产， 也是城市区分自己和改善自 己的定位的有效工具。 对引进公司的营销理念， 特别是企业品牌的组合营销对城市的品牌理 论的发展作出了贡献。然而在实践中，在广泛的品牌战略发展中，例如在品牌标志或口号设 计上、宣传活动上表现出明显的混乱。本文首先介绍了城市品牌的崛起和普及的原因，并进 行了企业品牌的基本要素简短评论， 接着定义了两种形式的品牌的相似性。 最后探索了适应 于任何城市品牌需要的工具和解决城市品牌的全面管理框架的必要性。 关键词 地区品牌；城市品牌；企业营销；城市品牌管理 一、前言 城市品牌在最近几年内成为热门的城市管理活动。 世界各国的城市用多种渠 道向例如投资者、游客、居民等目标受众尽最大的努力推销自己，包括用引人注 目的标志和迷人的口号， 在热门网站、 国家和国际媒体进行广告活动。 与此同时， 学者、 顾问公司和政府官员在城市品牌的作用和适用范围上存在很多争论。争论 中各种各样的问题出现， 而且为城市内的品牌活动的实施意见往往被批评的声音 反驳。本文试图澄清探讨城市品牌所涉及的一些问题和现象。为此，两个相关文 献须放一起，即关于稳步增长的地区品牌和大量的企业品牌的文献。 二、城市品牌 诸如“新柏林” ， “不同的巴塞尔” ， “令人振奋的首府”等宣传口号越来越司 空见惯了。阿姆斯特丹最近推出了以“我是阿姆斯特丹”为中心的巧妙的城市品 牌宣传的口号；雅典成功举办 2004 年雅典奥运会后，现在焦急地期待利用这场 盛会的积极作用，邀请你“惊喜在雅典” ；伦敦已经成为“全方位的伦敦” ，而且 也即将主办 2012 年奥运会，也期待同样的结果。城市试图将自己品牌化的例子 很多，可以填满整页。 品牌作为品牌概念的一个重要分支， 日益成为全球范围内备受关注的无形资产和 地区象征。但由于其与众不同的特性，产生了有异于产品品牌的定位方法。城市 品牌的定位决策者往往是政府机关，佐以产业、媒体、学界、公众等多元主体， 他们更多地考虑本国与世界环境中的宏观要素，包括经济、文化、环境等来制定 发展战略 1。然而，这种外向型的定位方法往往会忽视受众本源。虽然在外界树 立起了醒目的城市形象，为城市提高了外部竞争的能力，但内部的公众感受往往 会和城市品牌定位产生出入，造成城市品牌传播的尴尬 2。 这就提出了在实践中应该做些什么， 在地区营销上是否适用于商业产品开发 战略，是否需要一种新的形式的品牌问题。在这个背景下，品牌是管理和发展地 区的唯一可能的有效手段之一，因此，要在这方面进行评估。尽管“地方品牌的 做法已远远超过固有的有关公共领域的范围” ， 最近有一些尝试回答这些和其他 类似的问题的出版物大量增加。 作者的理论价值和实际执行的地方品牌的评论在 文献中一直遵循不同的路线，显然是特别评论员的背景和研究兴趣而定。除了这 些文献试图作为一个整体来处理这个问题，一个趋势是，尤其是在市场营销学者 和顾问关于国家品牌的讨论中，通常把品牌用来与原产国的产品品牌相连接 3。 第二个趋势是，主要是营销学科外，一直有一个关于明显受欢迎、广泛使用的文 化和娱乐品牌对于城市自身特色的影响效果的讨论 4。 这个过程同后来的产品或企业的形象标识的形成相同， 后来已经被长时间的 管理为品牌。扩展这个假设，最好的试图影响人们的观念和对城市形象的认识的 方式必须是类似的方式， 商业企业已经用相同的方式成功地尝试推销他们的产品， 即品牌。上述假设，当然，是在有关地方和城市品牌的学术文献中找到的审查。 实践证明， 城市管理人员正准备把发展品牌作为他们的城市战略。 他们急切地 （有 时是不加批判地）接受顾问的建议，城市品牌成为了在激烈的竞争环境生存的唯 一途径。也许对比以往的实践，这些方法比较新颖，也许还担心，即使采取品牌 经营策略，他们也会在竞争中落后。 研究很多城市的案例， 他们把更彻底和更仔细的城市营销实施过程作为一个 整体当做该规则的例外。因此，本文将展示一些非常著名的营销学者的观点，即 需要将品牌作为一个完整的和持续的过程， 和所有其他营销活动相互联系的思想。 三、企业品牌 最近越来越多的文献指出定位工具在本质上无力应对变化的环境。一种关 于这种关系营销的建议的关键因素是考虑增加客户忠诚度 5。顾客忠诚是来自顾 客感受到的、通过双向沟通所传递的价值和相互关系,是通过企业不懈地提供超 值产品或服务而取得的。要使顾客忠诚，企业最高管理层必须有长期不懈的决心 和资金支持，对企业的忠诚顾客进行界定，了解顾客的需求是怎样形成的，他们 离去的原因是什么，买了谁的产品，为什么？认识并创建顾客忠诚的激励因素。 一般品牌和企业品牌特别被公司和组织长期成功的基础。在当代市场营销，品牌 推广是重点，因为它集成了所有成功的秘诀的战略要素 6。从品牌定位派生出整 个营销计划：目标战略战术。 四、从企业到城市 城市不能简单地被认为是产品的观点已经被广泛接受了。 城市品牌可能是根 本不同于产品的品牌，但是这并不意味着他们不能被视为企业品牌。事实上，企 业品牌营销与城市品牌营销之间有许多相似之处，可以看到