Marketing Identity of major European cities by Benoit Faye, Prof. of Finance INSEEC BS Bordeaux

Centre de Recherche INSEEC

Yes it may seem surprising i recently published a scientific article on this topic in economic in the urban and regional economic review with my kotor annex a lot you’re a large part of my research field concerns realist private moments but we know that the real estate supply is very inelastic so that basically real estate price movements vary according to the

Market demand side basically the housing demand violation depends on residential attractiveness internal demographic variation being very very slow however since the crisis of the 70s european cities have been in art competition to attract residents as well as firms and tourists to this em they are developed urban renewal cultural and overall marketing policies

This marketing policies attempt to improve their perceive identity and that for each target of their communication residents firms interests so now they it’s it isn’t possible to examine real estate price movements without considering images displayed by cities the urban identity issues is not new in urban economic field of research the first discution appear with

Jacobs and lynch in the 60s since the nineties the marketing literature on city branding has become very large and diversified as described in recent reviews of gepner for instance in 2011 in this iterator unfortunately is mainly based a qualitative case of studies with a limited statistical scope it outlines the existence of two kind of identity provided by cities

Large cities spotlight and identity of entrepreneurialism as defined by herve based on competitiveness dynamism innovation and urban regeneration project in contrast medium and small cities spotlight an identity of proximity based on the positive values of refuge friendliness solidarity authenticity indeed it is as if cities have selected a kind of turnkey identity

Whatever their real attributes yet it is obvious that this turnkey identities are probably inefficient to in regard to the attractiveness objectives because they are not believable by external targets and not acceptable by residents so our research program is twofold it questions the existence of this turn case identities and attempts to measure the distance from

This term cade and it is and the real and perceived attributes of a sample of big european cities oh yes it was not easy identity is a reflexive latin concept so that we only can observe it through the visual and textual communication supports we have decided in this way opened by graddic in 2009 concerning the us cities to cut the presents absence of visual terms

Of the photographs used in the on pages of 48 settings websites in europe the premise behind this choice is that marketers paid specific attention to the desired identity on the visual of the website homepage unfortunately textual analysis was not possible because of the diversity of languages in europe two observations have been realized in 2011 and 2013 for each

Observation period multiple currents ordnance analysis allows it anta fiying the types of communication on which each of them will be positioned according to its fact score the first important result of the study is to fail the assumption of an entrepreneurism turn k identity chair by all big cities in europe their identities are in the plural and variables that

I exist but we need to be careful about how this data are calculated and where they come from two major perceptions of cities by residents or firms or the rest that are drawn from eurostat resident opinion survey cashman and wang fields firm opinion survey and travail goes to rest opinion survey two major real attributes of cities we mobilized data from classical

Providers precisely eurostat and mercer for each type of data expletive factor analysis have been round to reduce the number of dimensions so the information quality about city’s perception and citizenry lt appears sufficient to deal with this hue we ran a principal component analysis and examined the correlation framework of city scores in identities dimension

Perceptions dimensions and real dimensions in 2011 and 2013 results arceus cities lied they provide an identity very different from what they really are and how they are perceived by different targets and this context the lack of external credibility and internal acceptance limit the urban marketing efficiency however in exception appear from 2011 2032 capital

Cities of northern europe stockholm and copenhagen i’ve been changing their selected identity increasing their koreans with perceptions and realty how they cities are also the most experienced in urban and web marketing practices we could conclude that this change is a sign of maturity oh it’s very relevant question which opens interesting ways to our research

After all the aim of a selected image may be performative precisely sustainable gate between selected identity and real or perceived identity may be intended to induce a change in real behaviors in order to lead towards an expected identity it is also true that politics are probably needed to manage this change you

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"Marketing Identity of major European cities" by Benoit Faye, Prof. of Finance INSEEC BS Bordeaux By INSEEC Grande École