Changing the Tide: the Campaign to Re-Brand Amsterdam
AbstractThe re-branding of places whose existing brand image has become for various reasons inappropriate or ineffective poses particular challenges to the marketing of major multifunctional cities. The position of Amsterdam as the national cultural capital and major international cultural centre has for some time been threatened by a sharpening of competition from other cities both within and outside the Netherlands and by social and economic trends within the city that have seriously undermined the previously successfully promoted brand image. Furthermore, one of the main elements of the cityâ€™s international image associated with the liberal attitude towards soft drugs and prostitution is now seen as inappropriate for the city, as it overshadows other more desirable aspects of the cityâ€™s aspirations. This has focussed official thinking and led to a serious and fundamental attempt at strategic re-branding involving a far-reaching examination of stakeholders, goals and competitive positioning. The main tangible result so far, is the recent launching of the â€˜I amsterdamâ€™ brand. This paper will first elaborate on the context of the intensifying inter-urban competition expressed through the re-branding of cities. In this context, the process of developing the brand and the â€˜I amsterdamâ€™ campaign that has followed will be described and explained and its likely success will be assessed.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by European Regional Science Association in its series ERSA conference papers with number ersa06p346.
Date of creation: Aug 2006
Date of revision:
Contact details of provider:
Postal: Welthandelsplatz 1, 1020 Vienna, Austria
Web page: http://www.ersa.org
This paper has been announced in the following NEP Reports:
- NEP-ALL-2007-01-14 (All new papers)
- NEP-CUL-2007-01-14 (Cultural Economics)
- NEP-GEO-2007-01-14 (Economic Geography)
- NEP-MKT-2007-01-14 (Marketing)
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gunther Maier).
If references are entirely missing, you can add them using this form.