A Study of the Planning Process for the Development of City as a Brand: A Case Study of Taipei City

• Main Authors: Kristina Karvelyte, 柯絲婷
• Other Authors: Chiu Jui-Hui
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/66172778940460381839

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === Although in recent years place branding has been investigated in many research works, city branding still remains scarcely explored field of research. Moreover, the majority of related works focus on the evaluation rather than planning or development of city brands. The main purpose of this research was to generate a conceptual framework for the planning process of city brands and detect whether or not it could be applied in the context of Taipei City branding model. This thesis has adapted a qualitative research approach based on the case study of Taipei City using semi-structured interviews and qualitative content analysis as data collection methods for the research. First, on the basis of literature review, the research has suggested a primary conceptual framework for the development of city as a brand. However, the case study of Taipei City has revealed that it can only be partially applied in the context of Taipei City. Therefore, the framework was modified concluding that the whole process is highly influenced by constant leader presence and communication with public-private stakeholders. It was also suggested for every branding stage to have its own accountable body responsible for the successful execution of the stage. The modified framework consists of five following stages: (1) Establishment of the planning group (optional stage), (2) Research stage, (3) Building city’s brand identity (including Identification of vision and goals and Comprehensive branding strategy formation), (4) Development and implementation of action plan, and (5) Control and evaluation. This framework is one of the few attempts to describe city brands’ development process, thus, it may be employed in planning process of city brands.