City branding and film festivals

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City branding and film festivals

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Title: City branding and film festivals
The case of Copenhagen
Author: Ooi, Can-Seng; Strandgaard Pedersen, Jesper
Abstract: The stakeholder and bottom up approach is advocated by many researchers in the place branding literature. In order for a place brand to be successful, it must be supported by the various stakeholders. Moreover, it is an ethical issue. While studies have shown how place brands fail because of the lack of consultation with stakeholders, building up consensus amongst stakeholders is easier said than done. Models are plentiful but the practice can be a different story. How should these models translate into actual practices? We looked at the Copenhagen International Film Festival and the branding of Copenhagen.
URI: http://hdl.handle.net/10398/7939
Date: 2009-11-10

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