城市品牌管理外文资料翻译(编辑修改稿)

城市品牌管理外文资料翻译(编辑修改稿)内容摘要：

w face. One response to this inability has been the suggestions of relationship marketing, which considers as the key element of marketing the building of relationships with relevant stakeholders and, especially, customers, the relationships with which are viewed as opportunities that need to be managed[5] in order to increase customer retention. Brands in general and corporate brands specifically are seen as the base for the longterm success of firms and organizations. In contemporary marketing, branding is central, as it integrates all the strategic elements into one success formula[6]. The whole marketing programme —objectives, strategies and tactics — is derived from brand positioning Corporations To Cities It is widely accepted that cities cannot be thought of simply as products. City brands may be fundamentally different from product brands, but this does not mean that they cannot be treated as corporate brands. In fact, there are many similarities between corporate branding and city marketing that can be seen if one pares the characteristics of corporate brands as summarized by Balmer and Gray 50with the city marketing literature. Examples of these characteristics are that both corporate brands and city brands have multidisciplinary roots, both address multiple groups of stakeholders, both have a high level of intangibility and plexity, both need to take into account social responsibility, both deal with multiple identities, both need a longterm development. In this sense, corporate branding seems to offer valuable suggestions for implementing branding within cities, something that has occurred to several mentators, who point at the metaphor of place as a corporate brand. Trueman . conclude that ‘ city branding can draw parallels from the corporate branding literature in terms of relationship building, munications, personality and identity, supported by strategy, creativity and resources ’ and they go on to provide a useful parison of the similarities and differences between corporate marketing and city brands. It is certainly possible to adopt a branding philosophy for the management of cities and to use tools and principles of corporate branding particularly. It is necessary, however, to adapt such tools and models to the specific characteristics and demands of cities. Cities are neither products nor corporations in the traditional meaning of the terms and, therefore, a distinct form of branding is needed. City Brands A major element of this distinct form of branding would have to be the development of a city branding framework that would incorporate the elements that need to be aligned. There have been attempts towards that end which this paper will examine. There is, however, an issue that needs to be clarified first, which has to do with the relations between the city brand and the nation brand and the possible ways to manage both. Corporate branding in the mercial world is related to the notion of brand architecture, which examines the relations of the corporate brand to the rest of the brands of individual products / services or productlines that the same corporation is offering. Different business strategies may require different brand architectures. [7]Often individual brands are managed as a part of or under the ‘umbrella。