City promotion, city marketing and branding are all frequently mentioned examined in the literature on urban governance. Based goals characteristics of different strategies, this study identifies a growing level sophistication from promotion via to proposes that degree development cities is positively related use strategies. This proposition tested among 23 Chinese cities: 21 Guangdong province...

Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or service. Basically, the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy, co-brand mergers are fre...

Co-branding is often used by managers to reinforce the image of their brands. In this paper, we investigate when a brand’s image is reinforced or impaired as a result of co-branding, and which partner is right for a firm that considers co-branding for image reinforcement. We address these issues by examining the effects of co-branding on attribute uncertainty of partner brands. We conceptualize...

Over the years, cities have figured as exemplary places for neoliberal urban policies which tend to appropriate right city through city-branding policies. However, this article demonstrates, there are important claims of raised by newly arrived refugees in Athens. Although most reside overcrowded state-run camps on outskirts city, many cases enact production collective common spaces, occupying ...

AbstractIn 2019, the Mayor of Payakumbuh began to build a city branding titled "Payakumbuh, The City Randang". emphasized world community that is Rendang with advantage it has Village and modern standardized center for rendang processing. Furthermore, this study will explain how innovative leadership in building This research method uses descriptive qualitative. data was obtained from primary t...

Objek penelitian adalah video city branding Kota Batu yaitu berjudul ”Shining Batu” yang di publikasikan oleh Pemerintah guna mendukung kegiatan diantaranya untuk promosi mengenalkan kepada starget audience datang ke hingga menciptakan citra bahwa diwakilkan dengan City Branding destinasi wisata memiliki berbagai tempat berlibur, kuliner alam dan buatan. Penelitian ini berujuan mengukur mengeta...