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Place Branding and Public Diplomacy

, Volume 4, Issue 1, pp 76–84 | Cite as

The children's city — The transition from a negative to a positive city image

  • Ram HersteinEmail author
  • Eugene D Jaffe
Paper

Abstract

The objective of this paper is to demonstrate how a city image can be managed throughout the planning stage — from diagnosing a current image to implementation of a new image. Moreover, we show how a city brand can be derived from its new image. In this case study, a city with a negative image was chosen. The objective for the city's management was not simply to determine a brand to attract tourism or investment, but rather to change the public's perception of the city from negative associations to positive ones. The case study described here shows how marketing research is a key factor in both the diagnosis and image designing stages. Research was used to first determine the city's image among both residents and non-residents. Both groups viewed the city in negative terms. It was found that image could not be improved without first implementing significant changes in the city's infrastructure. ‘Face lifting’ was accomplished by establishing cultural institutions mainly for children. This led to designing a brand: ‘The Children's City’. Subsequent research showed that these changes led to a significantly more positive image for the city.

Keywords

City branding city image negative image branding Holon communication process 

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Copyright information

© Palgrave Macmillan Ltd 2008

Authors and Affiliations

  1. 1.Business School, Ruppin Academic CenterEmek HeferIsrael

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