A conceptual model for city branding based on semiotics

Abstract

Currently change in cities is accelerating intricately and diversely because of technological advances, information floods, increased openness, and the rising standard of living. While city development depended on the activation of urban marketing, a city of importance and recognition is highlighted as one brand. To increase city brand value, it has become necessary to study the brand equity held by cities and to develop a strategy based on a new approach. The main purpose of this thesis is to investigate how a city brand can be developed and through which kind of method. Therefore, the phenomenon of a city was investigated and analysed based on semiotics underpinning the communication of all phenomenon. The purpose of this research was to suggest a new perspective for city branding strategy and to develop a conceptual model for a city branding strategy that is an improvement on the strategies being used by industry and in academia. The proposed perspective is based on semiotics which is the analysis of the interaction between general objects and cultural phenomena. The conceptual model takes elements constituting a city and identifies the core categories comprising branding. From this, it is clear that sustainable city branding is possible, as city assets are developed and brand value is formed. The conceptual model of the city branding process has been positively evaluated through three case studies and five in-depth interviews with experts. The proposed model provides the basis for a city research plan and a tool for the management of the city branding process. The conceptual model offers several advantages as shown below:1. A holistic view of city branding strategy development; 2. A new perspective of city interpretation through semiotics; 3. An understanding of the interaction between city users (residents and visitors) and city with a cognition process and associated image; 4. A clarification of the roles of all component elements within the city branding strategy; 5. An integration of the component elements and core categories for city branding; 6. A new approach to city branding strategy through the conceptual model. Therefore, this research presents a robust theoretical basis for developing a new city branding strategy through the conceptual model.