SYNTHESIZING DEFINITION AND MEASUREMENT APPROACH OF A CITY'S OVERALL BRAND IMAGE

Siti Aisyah, Ya'kob and Rohaizat, Baharun (2021) SYNTHESIZING DEFINITION AND MEASUREMENT APPROACH OF A CITY'S OVERALL BRAND IMAGE. In: International Professional Doctorate and Postgraduate Symposium 2021, 25 September 2021, Universiti Teknologi Malaysia (Virtual).

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Abstract

City branding can be thought of as a sub-field of place branding. City branding has been ingrained in government policy and procedure by policymakers and city planners. Because of the topic's complexity, it would demand a common ground interpretation. Cities might be marketed as "products" through branding activities from a marketing standpoint. With various views on city branding, this article defines it as a set of actions to improve the city's image to benefit stakeholders and the city itself. This study suggests that city branding requires a more critical conception to understand the image. The authors integrate insights from the literature on place branding and brand image to argue that city image is complex, coming from many points of view that contribute to the various interpretations. Understanding the city brand image is necessary since it contains the city's overall perspective, which is related to a gestalt theory. The paper provides knowledge on the complexity of city image. The authors also recognize that stakeholders’ perception of city image can be measured holistically, particularly actual and future residents. Additionally, it provides a more comprehensive definition of city image, which can aid academics in dealing with the complexity of city images.

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