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

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Publisher's URL: http://dx.doi.org/10.1057/palgrave.pb.6000081

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.

Item Type:Article
Uncontrolled Keywords:Kazakhstan, city branding, place marketing, city marketing, brand management
Faculty/Department:Faculty of Business and Law
ID Code:14571
Deposited By: Dr H. Gaggiotti
Deposited On:18 May 2011 11:40
Last Modified:14 Apr 2014 13:34

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