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City branding: A brand concept map analysis of a university town

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Abstract

The aims of this research are (1) to assess the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of students choosing a university town and (2) to investigate whether brand concept mapping (BCM) is applicable to cities. The city brand image is captured through Zaltman's Metaphor Elicitation Technique, BCM and importance-performance ratings. The authors identified six categories of criteria used by students when selecting a university town. In applying the results to Liege, a Belgian university town, the authors showed that Liege is recognized for its nightlife, its young population and its historical heritage. This article proposes a useful framework for city councils to assess how to compare the perception of different segments regarding cities; how to improve the city brand image; how to compare different university towns; and how to attract students. Finally, the research validates earlier studies on BCM, confirms the improvement of the methodology and widens its applications to city brands.

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Authors and Affiliations

  1. University of Liege, Boulevard du Rectorat 7 (B31), 4000 Liège, Belgium; Rue des Vennes 364, Liège, 4020, Belgium

    Céline Brandt

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  1. Céline Brandt
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  2. Charles Pahud de Mortanges
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Brandt, C., de Mortanges, C. City branding: A brand concept map analysis of a university town. Place Brand Public Dipl 7, 50–63 (2011). https://doi.org/10.1057/pb.2010.37

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