braun erik and otgaar alexander - city_identity_and_image

8/6/2019 Braun Erik and Otgaar Alexander - City_Identity_and_Image

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City Identity and Image

A first discussion

Erik Braun & Alexander Otgaar

EURICUR

Erasmus University Rotterdam


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Structure of the presentation

Urban dynamics in Europe

The consequences for cities

What cities do to change their image

Key observations on city image(s)

City image rooted in city identity?


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0 100 500 km

Guyane (F)

Guadeloupe

(F)

Martinique

(F)

Runion

(F)

Canarias (E)

Aores (P)

Madeira

(P)

Kypros

SIG16SIG16

Euclidean distance between centres of urban areas

less than 100 km

100 km to 150 km

A.9 Spacing between European urban areas

@GIP R.E.C.L.U.S. Equipe P.A.R.I.S., C. Rozenblat, 1995

Source: GEOPOLIS, F.Moriconi-Ebrard, 1993


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The Informational society is one of the drivers

behind urban changeGlobalisation is another driver behind urbanchange

Competition between cities and regionsIncreasing interdependencies between citiesand regions across Europe

Generally speaking the differences among theold member states and among regions havediminished

Differences within regions, and especially withincities increase


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Cities are considered as engines behind

the EU economy

Capital cities are major contributors to

economic growthEconomic performance of cities in transition

is below the national average

Increasing social polarisation and spatialfragmentation


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The consequences for cities

Safeguard the citys competitiveness and

stimulate social inclusion at the same time.Cities operate in a media society

City marketing (or place marketing) has gained

attention as a weapon against competitionImage and identity have become key concernsof city managers and urban planners in times of

globalisation and growing personal mobility.It has become essential to emotionally bindlocal residents and firms to a place, and to

attract outside interest in the place


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What cities do to change their

image

Branding

City websites(Sporting or Cultural) Events

Landmark buildings & projects

Architecture & public space

Citizen involvement; civic pride

Urban communication policy (PR, mediarelations etc.)

Sports team or cultural institution


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Example 1: Branding

A brand is more than a label or umbrella of

productsBrands bring to mind distinct images,associations, and experiences.

Brands are not only a source of differentiation,but also of identification, recognition, continuityand collectivity.

Schmitt (1999) a brand is a rich source ofsensory, affective and cognitive associationsthat result in memorable brand experiences


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Branding Amsterdam


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Building a brand for

Birmingham


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Birmingham


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Birmingham


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Birmingham


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B for Barcelona


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Basel beats differently


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Basel beats differently


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Miffy loves New York City


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Miffy loves New York City


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Example 2: websites


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Example 3: Events


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Events


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Events


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Events


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Events: Cultural Capital 2004?


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Events: Cultural Capital 2004?

Example 4: Landmark


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Example 4: Landmark

buildings & projects


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Bullring in Birmingham

Key observations about the


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city image(s)

City image is the perception of the city (or city

functions) by the stakeholdersThere is not just one city image

The image presented by a city should be

different from the image presented by others(competing cities)

A one-dimensional image can make a city very

vulnerable, and therefore, a more pluralist rangeof presentations seems advisable.



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Urban

Stakeholders

Citys image

as a place to:

Live

Work

Invest

VisitRecreate

Shop

Etc.

Citys

imageas desired

by

Policy

Makers

PerceptionPossible

GAPBlack

Box?

City identity


city image(s)


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Whats the black box about?

No definite answer but:

1. A key element is information processingInformation comes from various sources, ownexperience and experience of others, professionaladvice etc. influence the perception of stakeholders!

There are limits to access to information as well asthe capacity of stakeholders to process thatinformation (bounded rationality)

Information brokers and creators (opinion makers,media etc.)


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Whats the black box about?

2. Emotions

(Personal) history, sympathy etc.

3. Associations

With: people, buildings, sports teams,important events, museums, companies,

parks, public space, but also: crime,

violence, pollution, congestion etc.Imagineability of the urban environment,

A difficult concept: urban


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A difficult concept: urban

identity

Kotler states that you can create and

design identities for places:places are, indeed, products whoseidentities and values must be designedand marketed

Murray presents a different view:

identities can not be designed but needto be discovered

City image rooted in city


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City image rooted in city

identity?

Identity is not the same as image

Identity is rooted in the community

Murray: Set of energetic (positive and negative)

views held by individuals and communities

Identity can be described as what the entity is:

its character, its culture and personality

An area (neighbourhood, city, region) can haveseveral (multiple) identities



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Urban

Stakeholders

Citys image

as a place to:Live

Work

Invest

VisitRecreate

Shop

Etc.

Citys

imageas desired

by

Policy

Makers

PerceptionPossible

GAPBlack

Box?

City identity


city image(s)


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To conclude:

Build the on the identity and image

framework as the scientific backbone ofthe project

Position the TWT themes in theframework

braun erik and otgaar alexander - city_identity_and_image

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