The search result changed since you submitted your search request. Documents might be displayed in a different sort order.
  • search hit 7 of 32
Back to Result List

Building Coherent City Brand Image and Identify Case in Point: Sofia

  • This research paper provides a combination of theoretical and empirical examinations of the available frameworks and actual practices in the field of city branding. Two interrelated topics are considered: firstly, what the city branding frameworks, characteristics, and stages are, and, secondly, how the current branding strategies of Sofia compare with them. The study uses a sequential qualitative multi-method design that incorporates secondary data analysis and two rounds of semi-structured interviews. This was achieved by analyzing 3 case studies, as well as collecting primary data from 6 expert participants from 6 organizations. The interviews and case study analysis confirmed the general framework structure suggested in literature but pointed out a few particular stages that require specific attention. The crucial role of research, the essentiality of the brand characteristics of authenticity, coherence and continuity, the significance of the branding organizational setup, and the power of the brand related city development, emerged as the most important elements of building a coherent city brand image and identity. Sofia’s branding endeavors were found to be in accordance with the general framework but barely in its research stage. Even though past branding efforts and organizations might not be considered successful, the current structure and plans are promising. Nevertheless, the stages beyond the brand definition are not yet clearly planned and structured. A recommendation for Sofia derived from the results of this research would be to set an even more specific long-term plan for the branding implementation, as well as the rigorous adherence of all efforts to the three abovementioned branding characteristics.

Download full text files

  • Gumus,Sidar_BA_2018.pdf
    eng

    verfügbar innerhalb des Netzes der HWR Berlin

Export metadata

Additional Services

Share in Twitter Search Google Scholar Statistics
Metadaten
Author:Sidar Gumus
Referee:Diana Weinberg
Advisor:Andrea Plinke
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2020/02/06
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2018/04/11
Release Date:2020/02/06
Page Number:176
Institutes:FB I - Wirtschaftswissenschaften / International Business Management (IBMAN) B.A.
Licence (German):License LogoUrheberrechtsschutz