Branding and rebranding a city: from city logo design to city brand communications; the case of Helsinki, Finland

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School of Arts, Design and Architecture | Master's thesis
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en

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83+12

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In the current global urban context, city branding has become a mainstream topic in the urban management process because of urban homogenization. As a result, more and more relevant research is conducted. However, although there are many studies on how to build or design a city brand, and what is the meaning and value of it, there is less research about city brand communication, much less quantitative research about that. This study, as research on city rebranding and communication, will take the city logo as the starting point, in order to build strategies related to the city brand communication quantitative data collection and analysis. Then, explore how the strategies could make city brand communication more effective and better combine with new communication technologies. In this research process, the research of the city rebranding process in Helsinki, Finland, is the first step, which based on qualitative research, such as case study and interviews. In this stage, the meaning of city brand, city logo redesign principles, and the whole city rebranding process is found and collected, and the lack of city brand communication strategy is also proved as well. Then, by means of a questionnaire survey to collect and analyze quantitative data based on the AISAS model and Likert Scale, the classification of city brand information and the correlation between city brand awareness are discovered, and possible strategies related to city brand communication are built.

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McGrory, Peter

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McGrory, Peter

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