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Can a city communicate? Bradford as a corporate brand

Can a city communicate? Bradford as a corporate brand 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications An International Journal Emerald Publishing

Can a city communicate? Bradford as a corporate brand

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References (20)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280410564057
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Corporate Communications An International Journal – Emerald Publishing

Published: Dec 1, 2004

Keywords: Brands; Stakeholders; Perception; Regeneration; Communications

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