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City Branding: A Brand Concept Map Analysis
Brandt, Céline; Pahud de Mortanges, Charles
20084th Thought Leaders International Conference on Brand Management
 

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Keywords :
City Branding; Brand Concept Mapping
Abstract :
[en] The purpose of this study is to identify the dimensions of beliefs among students choosing a university town and investigate if brand concept mapping (BCM) is applicable to cities. The city brand image is captured through Zaltman’s Metaphor Elicitation Technique (ZMET), BCM and importance-performance ratings. The authors identified six categories of criteria used by students when selecting a university town. In applying the results to Liege, a Belgian university town, the authors showed that Liege is recognized for its nightlife, its young population and its historical heritage. This paper proposes a useful framework for city councils to assess how to compare the perception of different segments regarding cities; how to improve the city brand image; how to compare different university towns and how to attract students. Finally, the research validates earlier studies on BCM, confirms the improvement of the methodology and widens its applications to city brands.
Research center :
Marketing
Disciplines :
Marketing
Author, co-author :
Brandt, Céline ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Pahud de Mortanges, Charles  ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Language :
English
Title :
City Branding: A Brand Concept Map Analysis
Publication date :
April 2008
Event name :
4th Thought Leaders International Conference on Brand Management
Event organizer :
University of Birmingham
Event place :
Birmingham, United Kingdom
Audience :
International
Name of the research project :
City Branding
Funders :
F.R.S.-FNRS - Fonds de la Recherche Scientifique [BE]
ULiège - Université de Liège. Patrimoine
PRISME - Pôle de Recherche Interdisciplinaire en Sciences du Management et de l'Économie [BE]
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since 26 March 2010

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