Branding Berlin
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Branding Berlin
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Author : Katrina Sark
language : en
Publisher: Routledge
Release Date : 2023-07-21
Branding Berlin written by Katrina Sark and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-21 with categories.
This book is a cultural history of post-Wall urban, social, political, and cultural transformations in Berlin. Branding Berlin: From Division to the Cultural Capital of Europe presents a cultural analysis of Berlin's cultural production, including literature, film, memoirs and non-fiction works, art, media, urban branding campaigns, and cultural diversity initiatives put forth the by the Berlin Senate, and allows readers to understand the various changes that transformed the formerly divided city of voids into a hip cultural capital. The book examines Berlin's branding, urban-economic development and its search for a post-Wall identity by focusing on manifestations of nostalgic longing in documentary films and other cultural products. Building on the sociological research of urban branding and linking it with an interpretive analysis of cultural products generated in Berlin during that time, the author examines the intersections and tensions between the nostalgic views of the past and the branded images of Berlin's present and future. This insightful and innovative work will interest scholars and students of cultural and media studies, branding and advertising, urban communication, film studies, visual culture, tourism, and cultural memory.
Branding Berlin
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Author : Katrina Sark
language : en
Publisher: Taylor & Francis
Release Date : 2023-07-21
Branding Berlin written by Katrina Sark and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-21 with Business & Economics categories.
This book is a cultural history of post-Wall urban, social, political, and cultural transformations in Berlin. Branding Berlin: From Division to the Cultural Capital of Europe presents a cultural analysis of Berlin’s cultural production, including literature, film, memoirs and non-fiction works, art, media, urban branding campaigns, and cultural diversity initiatives put forth by the Berlin Senate, and allows readers to understand the various changes that transformed the formerly divided city of voids into a hip cultural capital. The book examines Berlin’s branding, urban-economic development, and its search for a post-Wall identity by focusing on manifestations of nostalgic longing in documentary films and other cultural products. Building on the sociological research of urban branding and linking it with an interpretive analysis of cultural products generated in Berlin during that time, the author examines the intersections and tensions between the nostalgic views of the past and the branded images of Berlin’s present and future. This insightful and innovative work will interest scholars and students of cultural and media studies, branding and advertising, urban communication, film studies, visual culture, tourism, and cultural memory.
Staging The New Berlin
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Author : Claire Colomb
language : en
Publisher: Routledge
Release Date : 2013-06-17
Staging The New Berlin written by Claire Colomb and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Architecture categories.
This book explores the politics of place marketing and the process of ‘urban reinvention’ in Berlin between 1989 and 2011. In the context of the dramatic socio-economic restructuring processes, changes in urban governance and physical transformation of the city following the Fall of the Wall, the ‘new’ Berlin was not only being built physically, but staged for visitors and Berliners and marketed to the world through events and image campaigns which featured the iconic architecture of large-scale urban redevelopment sites. Public-private partnerships were set up specifically to market the ‘new Berlin’ to potential investors, tourists, Germans and the Berliners themselves. The book analyzes the images of the city and the narrative of urban change, which were produced over two decades. In the 1990s three key sites were turned into icons of the ‘new Berlin’: the new Postdamer Platz, the new government quarter, and the redeveloped historical core of the Friedrichstadt. Eventually, the entire inner city was ‘staged’ through a series of events which turned construction sites into tourist attractions. New sites and spaces gradually became part of the 2000s place marketing imagery and narrative, as urban leaders sought to promote the ‘creative city’. By combining urban political economy and cultural approaches from the disciplines of urban politics, geography, sociology and planning, the book contributes to a better understanding of the interplay between the symbolic ‘politics of representation’ through place marketing and the politics of urban development and place making in contemporary urban governance.
City Branding
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Author : Viktoria Schoja
language : en
Publisher: Anchor Academic Publishing
Release Date : 2016-03-14
City Branding written by Viktoria Schoja and has been published by Anchor Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-14 with Business & Economics categories.
City branding is a contemporary issue which is getting more important continuously as the competition between cities is growing. It helps to make a place desirable as a business location, tourist destination or a place to live. As Kavaratzis states, “The beginning lies in the realization that all encounters with the city take place through perceptions and images”. According to Charles Wrench, “anything for which you can construct a mental inventory is a brand”. People connect brands of cities with certain historical aspects. Over time, cities have developed their unique reputation and converted more and more into own brands, due to globalization. City branding is comparable with product branding, where products and services with a strong brand can be sold easier, attracting people and investment compared to the poor branded. While some cities have prospered over the years, others have suffered. Furthermore every city has to compete against other city for its share of the world’s consumers, tourists, businesses, investment, talents, respect and attention on the international level. The objectives of this assignment is to examine how to brand a city properly and to understand the essential steps for implementing a significant brand strategy. For a better understanding of the approach, an anonymous online primary research was done in December 2013, to reflect and explain individual methods. The questions from this result can be founded in the appendix. Additionally one successful branded and one less successful branded city will be discussed.
Branding The Middle East
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Author : Steffen Wippel
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2023-10-02
Branding The Middle East written by Steffen Wippel and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-02 with Business & Economics categories.
This edited volume investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. Going beyond simply presenting logos and slogans, it critically analyses processes of strategic communication and image building under general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of lasting authoritarian rule and increased endeavours for "worlding." In particular, it looks at the multiple actors involved in branding activities, their interests and motives, and investigates tools, channels, and forms of branding. A major interest exists in the entanglements of different spatial scales and in the (in)consistencies of communication measures. Attention is paid to reconfigurations of certain images over time and to the positioning of objects of branding in time and space. Historical case studies supplement the focus on contemporary branding efforts. While branding in the Western world and many emerging economies has been meticulously analysed, this edited volume fills an important gap in the research on MENA countries.
Rethinking Place Branding
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Author : Mihalis Kavaratzis
language : en
Publisher: Springer
Release Date : 2014-11-25
Rethinking Place Branding written by Mihalis Kavaratzis and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-25 with Business & Economics categories.
As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.
Berlin In Fifty Design Icons
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Author : DESIGN MUSEUM ENTERPRISE LTD
language : en
Publisher: Hachette UK
Release Date : 2017-03-09
Berlin In Fifty Design Icons written by DESIGN MUSEUM ENTERPRISE LTD and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-09 with Design categories.
In this series, the Design Museum looks at the fifty design icons of major cities around the world - icons that, when viewed together, inherently sum up the character of their city. Covering anything from buildings, monuments and iconic designers to a classic film or street sign, these books explore a tapestry of infamous designs, all with their own story to tell. One part design history, one part visual guidebook, this fascinating series unlocks the design stories of the biggest, most creative cities in the world. Berlin's turbulent history has led to a wealth of innovative, evocative design, from the TV Tower and Jewish Museum to the S-Bahn and even kebab kiosks! Uncover this history and explore the fifty design icons that have shaped this city. With stunning photography selected by the Design Museum, Berlin in Fifty Design Icons is the perfect gift for design enthusiasts and anyone who loves Berlin. Also available in our Fifty Design Icons series: - London in Fifty Design Icons - New York in Fifty Design Icons - Paris in Fifty Design Icons
Brand Building And Marketing In Key Emerging Markets
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Author : Niklas Schaffmeister
language : en
Publisher: Springer
Release Date : 2015-10-09
Brand Building And Marketing In Key Emerging Markets written by Niklas Schaffmeister and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-09 with Business & Economics categories.
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.
New Design
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Author : James Grayson Trulove
language : en
Publisher: Rockport Publishers
Release Date : 2000
New Design written by James Grayson Trulove and has been published by Rockport Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Design categories.
Between 1957 and 1964 the Conservative governments of Harold Macmillan and Sir Alec Douglas-Home presided over a short but key period in 20th-century British history. During this period the British Empire was transformed into a multi-racial Commonwealth. This title examines the end of the empire during its climactic phase and aims to provide a closer understanding of the dynamics involved in decolonization. Published in two parts, it contains 583 official documents and covers many aspects and areas of colonial disengagement together with the main strategic questions of continuing defence commitments in Aden, the Indian Ocean and Singapore.
Brand Driven City Building And The Virtualizing Of Space
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Author : Alexander Gutzmer
language : en
Publisher: Routledge
Release Date : 2014-04-24
Brand Driven City Building And The Virtualizing Of Space written by Alexander Gutzmer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-24 with Architecture categories.
This book is an investigation of the cultural phenomenon of branding and its transformational effects on the contemporary spatial – and urban – reality. It develops a novel understanding of the rationale behind the construction of large-scale architectural complexes that relate to corporate brands, and of its tremendous cultural effects. The author suggests that what we see today is the creation of "global mass ornaments", of a thorough ornamentalization of the entire globe. The origins of this are discussed with regard to examples of corporate brand-building from Europe and China (Autostadt Wolfsburg, BMW Welt Munich and Anting New Town). Additional cases are several simulated spaces in Berlin and the space-branding activities of companies like Apple or Prada. Theoretically, the author develops an innovative poststructuralist framework, combining ideas from Gilles Deleuze with the space philosophy of Peter Sloterdijk. He analyzes how the corporate redefinition of space makes the city enter into a mode of virtual urbanity. This idea leads to a notion of a "global urban" and, ultimately, the "global mass ornament". This concept of a global mass ornament is developed here with reference to Sloterdijk’s concept of a world of "spheres". The latter is used to understand the new mode of spatiality of mediatized spaces. The book makes the point that our world is involved in a process of mass ornamentalization that has only just begun. The concept of the global mass ornament is the first to come to grips with a culture in which branding is effectively changing the physiognomy of the earth. The global mass ornament is a banner for a cultural transformation that employs architecture, sign theory and mechanisms borrowed from traditional advertising and from social media, as well as social processes – and that we have yet to properly understand. This book is a significant step forward in this respect.