Urban branding : an analysis of city homepage imagery

This paper examines a practically ubiquitous, yet largely overlooked, source of city marketing, the official city homepage. The extent to which local governments use the Web as a marketing tool is explored through a comparative analysis of the images featured on the city, convention, and visitors bureau homepages in large and medium-sized U.S. cities. The article goes on to analyze the ways in which the city homepages reflect the population, geography, and built environment of a city and, through a typology of marketing themes found on the city homepages, to suggest the range of ways they may package images of city spaces to communicate a brand identity. The research contributes to an understanding of the ways in which municipalities may attempt to represent the city and suggests that most city homepage imagery is oriented toward marketing goals of tourism and attracting and retaining residents and businesses.

Place making for knowledge generation and innovation: Planning and branding Brisbane’s knowledge community precincts

Knowledge generation and innovation have been a priority for global city administrators particularly during the last couple of decades. This is mainly due to the growing consensus in identifying knowledge-based urban development as a panacea to the burgeoning economic problems. Place making has become a critical element for success in knowledge-based urban development as planning and branding places is claimed to be an effective marketing tool for attracting investment and talent. This paper aims to investigate the role of planning and branding in place making by assessing the effectiveness of planning and branding strategies in the development of knowledge and innovation milieus. The methodology of the study comprises reviewing the literature thoroughly, developing an analysis framework, and utilizing this framework in analyzing Brisbane’s knowledge community precincts—namely Boggo Road Knowledge Precinct, Kelvin Grove Urban Knowledge Village, and Sippy Downs Knowledge Town. The analysis findings generate invaluable insights in Brisbane’s journey in place making for knowledge and innovation milieus and communities. The results suggest as much as good planning, branding strategies and practice, the requirements of external and internal conditions also need to be met for successful place making in knowledge community precincts.

What drives city branding?

The article revises the role of architecture and iconic buildings in the branding of urban spaces.

Branding and planning urban knowledge precincts : insights from Brisbane, Australia

Purpose: The paper aims to investigate urban knowledge precincts from the angle of urban planning and place branding. Scope: The paper focuses on urban knowledge precinct development experiences of Brisbane, Australia. Method: The paper uses literature review, policy and content analyses and field observation methods to explore Brisbane’s urban knowledge precincts. Results: The paper reveals insights from Brisbane’s urban knowledge precincts development journey. Recommendations: The paper suggests further research on the topic of branding and planning urban knowledge precincts. Conclusions: The paper reveals that urban knowledge precincts are the nexus of knowledge-based urban development and Brisbane’s precincts potentially provide a competitive edge to the city in the global knowledge economy era.

Typography and the branding of culture: a methodological investigation into the way typography is used to brand cultural festivals in Australia

The observance of and participation in festivals and celebratory events is an increasingly significant aspect of the contemporary experience (Picard & Robinson, 2006). With the prestige that comes from holding culturally relevant and socially acceptable festivals that serve the discourses of “city branding” and the “creative industries” in a competitive global context; significant government, community and private funding is allocated to such events. Festivals have become a central figure of not only the political economy of tourism but also of urban regeneration and cultural tourism. Cultural festivals possess the hallmarks of destination branding or place branding and inadvertently share some of the attributes that influence visitors’ decisions to visit such destinations (Blain, Levy, & Ritchie, 2005; Cooper, 2005; Esu & Arrey, 2009; Jayswal, 2008). Branding is a vital part of this festival space and relies on typography to establish the symbolic values and representations of urban freedoms; rich histories, cultured places, playfulness and stimulation that seek to subvert our daily existence while performing the task of engaging local, national, and international visitors and participants. However, professional practices demonstrated in the design, media and arts industries have far outpaced the extent to which this phenomenon has been written about in the academic or public realm. What this paper intends is to interrogate appropriate semiotic approaches in an effort to analysing the discursive practices of typography as it performs in service to branding cultural festivals in Australia. The intention is to establish a methodology suited to the significant role typography performs within this context and to offer a contribution to design research that not only engages with the artefacts of design but with the conceptualization of designed meaning in 21st century visual culture.

Book review of Donald, S.H., & Gammack, J.G. 2007. Tourism and the Branded City : Film and Identity in the Pacific Rim. Aldershot : Ashgate.

In the decade since the destination branding literature emerged (see for example Pritchard & Morgan 1998, Dosen & Vransevic 1998), only a few books have been published. These are Morgan et al.’s (2002, 2004) edited volumes of international case studies and conceptual papers, and Baker’s (2007) practitioner perspective on branding small cities in the USA. This work by Stephanie Donald and John Gammack is the first research-based text related to destination branding, and is a welcome and timely addition to the field. In the foreword to the first issue of Place Branding and Public Policy, editor Simon Anholt (2004, p. 4) suggested “almost nobody agrees on what, exactly, branding means”, when he described place branding practice as akin to the Wild West. Indeed, this lack of theory was one of the motivators for the authors of this text. Tourism and the Branded City is part of Ashgate’s New Directions in Tourism Analysis series, edited by Dimitri Ioannides. The aim of the series is to address the gap in published theory underpinning the study of tourism, with a particular interest in non-business disciplines such as Sociology, Social Anthropology, Human and Social Geography, and Cultural Studies...

Locomotives and stargates : inner‐city studio complexes in Sydney, Melbourne and Toronto

This article examines the place of large studio complexes in plans for the regeneration of inner-city areas of Sydney, Melbourne and Toronto. Recent developments in each city are placed in the context of international audiovisual production dynamics, and are considered in terms of the ways they intersect with a range of policy thinking. They are at once part of particular urban revitalisation agendas, industry development planning, city branding and image-making strategies, and new thinking about film policy at national and sub-national levels. The article views studio complexes through four frames: as particular kinds of studio complex development; as 'locomotives' driving a variety of related industries; as 'stargates' enabling a variety of transformations, including the remediation of contaminated, derelict or outmoded land controlled by public authorities or their agents close to the centre of each city; and as components of the entrepreneurial, internationally oriented city.

Branding Melbourne : re-imagining the landscape through Christos Tsiolkas’ The Slap (2008)

In this paper I am focusing on one aspect of what Henri Lefebvre first termed the espace vecu “the fully lived space” (Soja 1999); and that aspect of space which exists within the geographical imagination. Building upon Lefebvre’s ideas Edward Soja acknowledges that “lived cities are never completely knowable” (1999) although in this paper I argue that often a fictional city is much more complex and diverse, much more revealing of the practices of everyday life than the homogenised concept often put forward in public discourses. Recent Melbourne fiction opens out this complexity, destabilizing public policy-making to reveal a socially diverse suburban landscape occupying both planned and organic spaces. The text that will be analysed in relation to this year’s conference theme The Geographical Imagination is a fictional text situated in Melbourne called The Slap that was written by Christos Tsiolkas in 2008.

A place in the sun : the politics of place, identity and branding

There is no doubt that place branding is a powerful and ubiquitous practice deployed around the globe. Parallel to its acceptance and development as a distinct discipline is an understanding that place branding as responsible practice offers the means to achieve widespread economic, social and cultural benefits. Drawing on work around place and identity in cultural geography and cultural studies, this paper engages critically with this vision. Specifically, it challenges the widely-held assumption that the relationship between place branding and place identity is fundamentally reflective, arguing instead that this relationship is inherently generative. This shift in perspective, explored in relation to current responsible place branding practice, is central to the realisation of place branding as a force for good.

A propos de l’intégration de l’icône forme architecturale dans le paysage de la ville à travers le Branding

Dans une perspective strictement structurale, cherchant à étendre et généraliser le calque linguistique à la majorité des champs épistémologiques, une nouvelle science –la sémiologie– est née. Considérant les conventions et systèmes langagiers circulant dans la vie sociale des signes, ladite science n’a pas hésité à comparer les systèmes sémiotiques-forme architecturale et paysage de la ville à des structures discursives ou encore des « textes ». L’intégration du système de signes-forme architecturale dans le paysage de la ville se définit conséquemment comme une « dialogie » entre lesdits systèmes sémiotiques, une « intertextualité » s’effectuant sur la base de codes variés, enchevêtrés. En se basant sur les fondements peirciens du signe, nous proposons (selon une méthodologie décompositive desdits systèmes de signes) d’élucider le sens de cette dialogie dans les stratégies contemporaines du « Branding urbain » où ladite « intertextualité » se transforme en « interimagibilité » (ou « intericonicité ») prenant la ville de Toronto et l’extension du musée royal de l’Ontario (ROM) un corpus remarquable manifestant ladite métamorphose.

La communauté des consultants en marketing territorial et la diffusion internationale des politiques de branding des villes

Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il s’agit d’une approche nouvelle, ce mémoire se veut avant tout exploratoire. Il présente un portrait de la communauté d’acteurs œuvrant dans ce domaine d’activité et expose certains des éléments servant à illustrer l’influence que ces acteurs peuvent avoir sur la diffusion internationale de ce type de politiques et de pratiques.

Place branding and cross-cultural visual communication : how do the theories and practices of place branding inform our understanding of cross-cultural visual communication design?

In a globalised environment, visual communication designers are now required to understand their audience’s needs, values and unique methods of communication, creating a new focus on the recipient. In a cross-cultural design context, the visual communication also needs to appeal to a broad range of stakeholders and multiple recipients who hold a strong emotional investment in the message being sent. Our understanding of the complexities of designing in this environment can be informed by recent developments in the research of place branding where the focus is on the increased possibility for failure, the strong potential for criticism and the issues associated with a broad range of stakeholders.

The outcomes of this connection are explored further in a case study involving eight countries as diverse as Australia, Brazil, Mexico, South Africa, Turkey, Qatar, United States of America and Zimbabwe. More than 140 student and lecturer participants reviewed a student driven cross-cultural visual communication project that produced over 560 designs. The increased potential for failure and strong, emotional criticism raised questions about the role of images and symbols in cross-cultural visual communication. The impact these have on the reception of the design, challenge our views on the use of stereotypical imagery. This paper will discuss the movement towards designing visual images that are generic and lacking in cultural representation presenting the view that stereotypical imagery is important to the recipient who relies on these cultural references to effectively read the message.