City brand management (CBM): The case of Kazakhstan
Gaggiotti, H., Low Kim Cheng, P. and Yunak, O. (2008) City brand management (CBM): The case of Kazakhstan. Place Branding and Public Diplomacy, 4 (2). pp. 115-123. ISSN 1751-8040 Available from: http://eprints.uwe.ac.uk/14571
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Publisher's URL: http://dx.doi.org/10.1057/palgrave.pb.6000081
In order to attract talents and resources, cities in Kazakhstan need to factor in various marketing techniques in their administrative practices and governing philosophies. This paper explores the concept of city branding and its application to the Kazakhstani environment. The authors suggest a model, the City Brand Management (CBM), which can serve as a framework for building a city brand and for identifying strategic direction and tasks for building a brand.
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