Authenticity-in-Context: Embedding the Arts and Culture in Branding Berlin and Singapore

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Authenticity-in-Context: Embedding the Arts and Culture in Branding Berlin and Singapore

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dc.contributor.author Ooi, Can-Seng
dc.contributor.author Stöber, Birgit
dc.date.accessioned 2010-07-02
dc.date.accessioned 2010-07-02T13:13:40Z
dc.date.available 2010-07-02T13:13:40Z
dc.date.issued 2010-07-02
dc.identifier.uri http://hdl.handle.net/10398/8144
dc.description.abstract This paper compares the branding strategies of Berlin and Singapore. The respective authorities in these cities are actively marketing, branding and transforming their cities, so that these locations will be perceived as culturally vibrant, technologically advanced and attractive for investors, tourists and creative workers. While Berlin and Singapore share the same goals, they also share similar problems – how can they convince a world that is critical and cynical about the commercial images presented through their place brands? How can they convince the world that their cities are really exciting and truly creative? The arts and culture – both popular and high – are used in place branding to address some of these challenges. This paper also concludes that place branding and its authenticity must be understood in context. The emerging reality of the place means that the brand should also reflect the local entangled social, economic and political issues; the brand, in order to be authentic, should also communicate the commercial and the vision of the place. en_US
dc.format.extent 20 s. en_US
dc.language eng en_US
dc.publisher Copenhagen Business School en_US
dc.subject.other place branding, brand authenticity, brand Singapore, brand Berlin en_US
dc.title Authenticity-in-Context: Embedding the Arts and Culture in Branding Berlin and Singapore en_US
dc.type wp en_US
dc.accessionstatus modt10jul02 siso en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for International Økonomi og Virksomhedsledelse en_US
dc.contributor.departmentshort INT en_US
dc.contributor.departmentuk Department of International Economics and Management en_US
dc.contributor.departmentukshort INT en_US
dc.idnumber x656557086 en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2008 en_US


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