Possibilities and limits of brand repositioning for a second-ranked city: The case of Brisbane, Australia's "New World City", 1979-2013
Author(s)
Insch, Andrea
Bowden, Bradley
Griffith University Author(s)
Year published
2016
Metadata
Show full item recordAbstract
This article examines the role of city brand repositioning in the economic and sociological transformation of a second-ranked city, developing a conceptual framework that identifies the possibilities and limits of city brand repositioning to enhance a city's global status and reputation. Brisbane, a second-ranked Australian city, is selected to study the influence of city brand repositioning on the process of urban transformation over a 34 year period from 1979 to 2013. The findings of this historical analysis highlight the efficacy of targeted rebranding campaigns and incentives for different market segments (i.e. tourism, ...
View more >This article examines the role of city brand repositioning in the economic and sociological transformation of a second-ranked city, developing a conceptual framework that identifies the possibilities and limits of city brand repositioning to enhance a city's global status and reputation. Brisbane, a second-ranked Australian city, is selected to study the influence of city brand repositioning on the process of urban transformation over a 34 year period from 1979 to 2013. The findings of this historical analysis highlight the efficacy of targeted rebranding campaigns and incentives for different market segments (i.e. tourism, investment, education). In particular, positive demographic and economic outcomes for the city were associated with real and psychological repositioning of the city brand. These repositioning strategies communicated substantive changes in the city's demographic and industrial structure, underpinned by multi-level government policies and programmes to cultivate a few globally connected clusters where the city could be competitive – tertiary education and professional, scientific and technical services – both within Australia and globally.
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View more >This article examines the role of city brand repositioning in the economic and sociological transformation of a second-ranked city, developing a conceptual framework that identifies the possibilities and limits of city brand repositioning to enhance a city's global status and reputation. Brisbane, a second-ranked Australian city, is selected to study the influence of city brand repositioning on the process of urban transformation over a 34 year period from 1979 to 2013. The findings of this historical analysis highlight the efficacy of targeted rebranding campaigns and incentives for different market segments (i.e. tourism, investment, education). In particular, positive demographic and economic outcomes for the city were associated with real and psychological repositioning of the city brand. These repositioning strategies communicated substantive changes in the city's demographic and industrial structure, underpinned by multi-level government policies and programmes to cultivate a few globally connected clusters where the city could be competitive – tertiary education and professional, scientific and technical services – both within Australia and globally.
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Journal Title
Cities
Volume
56
Subject
Urban and regional planning
Urban and regional planning not elsewhere classified
Human geography