City Branding – All Smoke, No Fire?
Successful corporate branding requires that questions related to communication, publicity, and organizational structures are addressed. An uncritical adoption of approaches known from traditional product branding will inevitably give problems as the properties of tangible commodities and services wi...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2006-11-01
|
| Series: | Nordicom Review |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/nor-2017-0241 |
| Summary: | Successful corporate branding requires that questions related to communication, publicity, and organizational structures are addressed. An uncritical adoption of approaches known from traditional product branding will inevitably give problems as the properties of tangible commodities and services with their relatively concrete dimensions are absent when the main question is one of values. |
|---|---|
| ISSN: | 2001-5119 |