TABLE 1

FROM:

Urban corridors and the lost city: Overcoming negative perceptions to reposition city brands

Myfanwy M Trueman, Nelarine Cornelius and Alison J Killingbeck-Widdup

Table 1. Corporate marketing and city brands: Similarities and differences between corporate marketing and city brands

	Contemporary approaches to corporate marketing		City branding strategy factors
Brand dimensions	Balmer and Greyser20 Six Cs	Suvatzis and De Chernatonay17 Six Stations	Amin10   Manage rights, repair, relatedness and re-enchantment  Cozens4
PEOPLE	Culture Constituents Conceptualisation	Human power (social capital)	Manage territoriality and brand ownership  Farquhar18   Align brands across boundaries
PLACE	Character	Image Reputation Personality	Kavaratzis16   Increase inward investment,   Strengthen brand identity,
PLANNING	Covenant Communications	Management strategy Communications	Avoid social exclusion  Hull9
RESOURCES *	Booth13 Unlike companies, cities rely on public private partnerships, government funding, taxes etc. Local community engagement can provide 'social capital' for change		Adopt neighbourhood focus  Lejano and Wessells21   Manage tension between economic development   and social needs
PACE of change *	Cheshire 3 Corporate image 'turnaround' can be stage managed over a short time-frame, but change in cities evolves over many years. Porter 22 Inner cities are the litmus of national wellbeing over time.		Manzo14 Identify multiple dimensions of place meaning  McKee and McKee1   Maximise corridor influence

^* Italics denote additional criteria for city branding