Urban branding : an analysis of city homepage imagery

Grodach, Carl (2009) Urban branding : an analysis of city homepage imagery. Journal of Architectural and Planning Research, 26(3), pp. 181-197.


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This paper examines a practically ubiquitous, yet largely overlooked, source of city marketing, the official city homepage. The extent to which local governments use the Web as a marketing tool is explored through a comparative analysis of the images featured on the city, convention, and visitors bureau homepages in large and medium-sized U.S. cities. The article goes on to analyze the ways in which the city homepages reflect the population, geography, and built environment of a city and, through a typology of marketing themes found on the city homepages, to suggest the range of ways they may package images of city spaces to communicate a brand identity. The research contributes to an understanding of the ways in which municipalities may attempt to represent the city and suggests that most city homepage imagery is oriented toward marketing goals of tourism and attracting and retaining residents and businesses.

Impact and interest:

14 citations in Scopus
9 citations in Web of Science®
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66 since deposited on 30 Jul 2014
23 in the past twelve months

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ID Code: 74521
Item Type: Journal Article
Refereed: Yes
Additional URLs:
ISSN: 0738-0895
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > URBAN AND REGIONAL PLANNING (120500)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > URBAN AND REGIONAL PLANNING (120500) > Urban Analysis and Development (120507)
Divisions: Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2009 Locke Science Publishing Company, Inc.
Deposited On: 30 Jul 2014 02:33
Last Modified: 11 Mar 2016 11:53

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