Hugo Gaggiotti Hugo.Gaggiotti@uwe.ac.uk
Professor in Human Resource Management
City brand management (CBM): The case of Kazakhstan
Gaggiotti, Hugo; Low Kim Cheng, P.; Yunak, O.
Authors
P. Low Kim Cheng
O. Yunak
Abstract
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.
Citation
Gaggiotti, H., Low Kim Cheng, P., & Yunak, O. (2008). City brand management (CBM): The case of Kazakhstan. Place Branding and Public Diplomacy, 4(2), 115-123. https://doi.org/10.1057/palgrave.pb.6000081
Journal Article Type | Article |
---|---|
Publication Date | Jan 1, 2008 |
Journal | Place Branding and Public Diplomacy |
Print ISSN | 1751-8040 |
Publisher | Palgrave Macmillan (part of Springer Nature) |
Peer Reviewed | Peer Reviewed |
Volume | 4 |
Issue | 2 |
Pages | 115-123 |
DOI | https://doi.org/10.1057/palgrave.pb.6000081 |
Keywords | Kazakhstan, city branding, place marketing, city marketing, brand management |
Public URL | https://uwe-repository.worktribe.com/output/1018640 |
Publisher URL | http://dx.doi.org/10.1057/palgrave.pb.6000081 |
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