From city marketing to city branding: An interdisciplinary analysis with reference to Amsterdam, Budapest and Athens

This thesis deals with the theory and practice of city marketing. It describes the transition from city marketing to city branding by identifying the roots of city marketing in general marketing theory, by adapting the concept of corporate-level marketing for the needs of cities and by analysing in depth the components and processes involved in city branding. The thesis contends that city branding, if understood well and applied properly, is a powerful tool at the disposal of contemporary cities. The theoretical sections are supplemented by an investigation of actual city marketing practices in three major European cities, namely Amsterdam, Budapest and Athens. The findings of the research are contrasted to the theory identifying alignments and misalignments and leading to grounded suggestions on further theoretical development. In the light of the extensive literature review and the case studies undertaken, the thesis introduces a new synthesis of essential components of an integrated city branding framework. Thus the thesis contributes towards a comprehensive brand strategy development and may serve as a guide for wider and more effective city brand management.