An Exploratory Study on the Key Factor of City Branding

• Main Authors: Yu-jyun Yang, 楊玉君
• Other Authors: An-chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46678459469601567807

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 98 === This study discusses city management from the view of City Branding. It emphasizes delivering city's core value through constructing city’s distinctive identity and uses this value to establish, develop and maintain relationship with all relevant stakeholders of city in the concept. To go a step further, this study expresses the eight city branding components of city in the process of action. This study took the Taipei City Government as case to examine the implement of city branding and explore the other new key factor of city branding. Rather than develop the city’s distinctive identity at the beginning, the study found that the Taipei City Government promotes the city by the city product, and focuses on the cognition of the government’s chief, who will lead different city branding components, including Vision and Strategy, Internal Culture, Local Communities, Synergies, Infrastructure, Cityscape and Gateways, Opportunities and Communications, and this process will affected by three factors, which are government management, city environment and external environment.