TY - JOUR
AU - Axele Giroud
AB - This exploratory research examines how corporate communications can influence stakeholder perceptions to enhance or detract from the city as a brand. It uses the UK city of Bradford as a case study and adopts theoretical concepts of product and corporate branding. Balmer's AC 2 ID test of corporate identity is applied to identify gaps in the City's official communications strategy, revealing conflicting messages between local government policy and different stakeholder groups. This analysis points to the need for positive visual evidence of change, such as an improved built environment in the city centre. The analysis may have value for policy‐makers in the UK and elsewhere who seek to improve community and stakeholder relationships. This research may also help to promote an honest approach towards branding cities as well as providing the potential for an enhanced brand value.
TI - Can a city communicate? Bradford as a corporate brand
JF - Corporate Communications An International Journal
DO - 10.1108/13563280410564057
DA - 2004-12-01
UR - https://www.deepdyve.com/lp/emerald-publishing/can-a-city-communicate-bradford-as-a-corporate-brand-FA1A14F0ts
SP - 317
EP - 330
VL - 9
IS - 4
DP - DeepDyve
ER -