Question

Topic: Research/Metrics

Town Branding - Trend

Posted by Anonymous on 2/14/2006 at 11:26 PM ET 250 Points
Hi ppl. Just registered to be a member and I'm glad to post my first question here. Here's how it goes :

As I may be getting involved in the branding of a new town, I would like ask your expert views on what the future may hold in term of the trend for town branding. The project may last for over a decade and it is crucial to try to foresee as far as possible how the trend is evolving.

As the town is in Asia, I fear that if I am to brand it to be very Asian-cultured style, few years from now, with all the globalisation and cross-culturing, the step may backfire and make the town look like cultural museum. Afterall, the town is encouraging international investors.

How would you like your town to grow into? A very active, commercial area with lots of shopping malls? A more peaceful town with more family outdoor activities? A designer town with very creative deco? A classy, romantic town?

Your feedback very much appreciated. Thanks in advance.
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RESPONSES

  • Posted on 2/15/2006 at 12:55 AM Accepted
    Hi,
    welcome Kevin.....
    why don't you try making it all of the above,as in sectioning it....in Dubai this concept is quitepopular and seems to be working....

  • Posted on 2/15/2006 at 1:26 AM Author
    Would that make the town's image kinda spread out without a focus? It would be a very interesting idea if the area is big enough to actually partitioned into smaller 'towns'.
  • Posted on 2/15/2006 at 10:01 PM Author
    What are the difference in process between branding a product/company and a town? I've read an article that we should treat branding a town as we would brand a product.
  • Posted on 2/16/2006 at 6:28 AM Member
    Hi Kevin,
    Well, it really doesn't have to be that big to be divided....it's even done in Malls here and it's quite catchy....jut make it clean cut....and I don't think it will lose its identiy and focus, I believe this will be an original identity for it.....A PLACE FOR ALL

    Dedef
  • Posted on 2/17/2006 at 9:19 PM Author
    That was helpful. Thanks alot Puru. However, could you explain further about your words that said

    "You should also emphasize on being part of the future building blocks for business in your region, to emphasize the significance of Investors!"

    Thanks in advance
  • Posted on 2/22/2006 at 9:57 PM Author
    Do you know any city branding book to recommend? Any good ones?
  • Posted by bobhogg on 3/1/2006 at 5:03 AM Accepted
    Kevin...

    There's a sometimes contoversial book that you might find useful: "Brand New Justice: How Branding Places and Products Can Help the Developing World" by Simon Anholt (ISBN: 0750666005)

    There's also a somewhat academic paper entitled "From city marketing to city branding" that you can download from here:
    https://www.ingentaconnect.com/content/pal/pb/2004/00000001/00000001/art000...

    Hope these suggestions help!

    Good luck,
    Bob
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