City branding for tourism: the power of image selection
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2018-08-31
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en
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Abstract
This study aimed to analyze and identify the main similarities and differences in the city
branding strategy for tourism in The Netherlands, with a particular focus on The Hague, Utrecht and Rotterdam. The aspect taken into consideration was the selection of identities and images to be communicated to a desired target audience. The prospect chosen to evaluate the effectiveness of this process has been the selection of 10 pictures taken from the branding toolkit of each city.
This thesis is composed of three themed chapters, each of them dealing with different
aspect of branding: the first clarifies which identities have been chosen, the second presents a reflection on how the target audience is treated, and the first contains the branding toolkits analysis. Every chapter is subdivided into three parts: an introduction, a theoretical framework, and an analysis linked to the chapter’s main theme.
Findings indicated that even though the first two steps may be defined - by historical
reasons, city’s assets or more effective marketing strategy -, this does not automatically
translate into coherent image selections
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