Article for a general audience (Diverse speeches and writings)
City Branding : A Brand Concept Map Analysis of a university town
Brandt, Céline
2008
 

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Keywords :
University Town; Brand Concept Map; City Branding
Abstract :
[en] Because of the links to brand equity, it is crucial for marketing managers to be aware of the brand perception and its strategic and tactical implications. This article reports an empirical application of brand concept map (BCM) to city branding, and especially to the determination of how a large university town is perceived by students. After having generated the list of attributes using Zaltman metaphor elicitation technique (ZMET), we build 6 categories of important criteria when choosing a university town: economy, physical environment, activities and facilities, brand and reputation, people, and finally accessibility. The study the provides evidence that, among these attributes, Liège is particularly famous for the nightlife, the young population and the historical heritage. The effect of the students’’s country of origin appears to play a major role on the city perception. This research also gets insights into Liège’s weaknesses in terms of brand image. Managerial and research applications are provided.
Research center :
HEC ULiège
Disciplines :
Marketing
Author, co-author :
Brandt, Céline ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Language :
French
Title :
City Branding : A Brand Concept Map Analysis of a university town
Publication date :
February 2008
Journal title :
Spirit of Management
Publisher :
HEC-ULg, Liège, Belgium
Volume :
2
Pages :
16-18
Name of the research project :
City Branding
Available on ORBi :
since 03 January 2013

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