The Embeddedness of Branding and Marketing in City Governance in the Developing World

The Embeddedness of Branding and Marketing in City Governance in the Developing World

Joshua Mugambwa, Annet K. Nabatanzi-Muyimba, Vincent Obedgiu
ISBN13: 9781522541653|ISBN10: 1522541659|EISBN13: 9781522541660
DOI: 10.4018/978-1-5225-4165-3.ch023
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MLA

Mugambwa, Joshua, et al. "The Embeddedness of Branding and Marketing in City Governance in the Developing World." Handbook of Research on Urban Governance and Management in the Developing World, edited by Joshua Mugambwa and Mesharch W. Katusiimeh, IGI Global, 2018, pp. 414-430. https://doi.org/10.4018/978-1-5225-4165-3.ch023

APA

Mugambwa, J., Nabatanzi-Muyimba, A. K., & Obedgiu, V. (2018). The Embeddedness of Branding and Marketing in City Governance in the Developing World. In J. Mugambwa & M. Katusiimeh (Eds.), Handbook of Research on Urban Governance and Management in the Developing World (pp. 414-430). IGI Global. https://doi.org/10.4018/978-1-5225-4165-3.ch023

Chicago

Mugambwa, Joshua, Annet K. Nabatanzi-Muyimba, and Vincent Obedgiu. "The Embeddedness of Branding and Marketing in City Governance in the Developing World." In Handbook of Research on Urban Governance and Management in the Developing World, edited by Joshua Mugambwa and Mesharch W. Katusiimeh, 414-430. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4165-3.ch023

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Abstract

City branding and marketing is gaining more attention as cities compete on a global scale in attracting visitors, investors, talents, and inhabitants. Websites are used among other mechanisms to market cities as brands. Brands exist as distinct themes, logos, slogans, symbols, and content. Using review of literature, this chapter examines the embeddedness of city branding and marketing in city governance in the developing world. Symbolic elements that differentiate city brands should be exploited in embedding city marketing.

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