Dissertation > Excellent graduate degree dissertation topics show

The Application of Brand Personality in the Process of City Positioning

Author: SunXiaoXu
Tutor: MaXiangYang
School: Tianjin University
Course: Business management
Keywords: City brand Brand personality IPA analysis Factor analysis
CLC: F273.2
Type: Master's thesis
Year: 2012
Downloads: 385
Quote: 0
Read: Download Dissertation

Abstract


The brand theory has been widely penetrated into various fields since the20thcentury,expanding from product or service brand to a geographic brand. Obviously, creating aextraordinary city brand is intrinsic motivation for a sustainable development under thecircumstance of fierce city competition. Unlike a product or service brand, building a city brand isa complicated and tough task which involves numerous factors, including economy, society andother aspects of daily life.The priceless value of city brand lies in its unique position in the market and its irreplaceablepersonality. Thus, the essence of building and managing a city brand is nothing but City brandposition. At present, the practice of city brand position mostly depends on resource endowmentadvantage of the city. Problems occur that this method is not applicable for city without resourceadvantage or possess the same resource with its competitors. What should they do to create aunique brand? This paper seeks to break through the limitations of the resource endowmentsperspective by solving the problem in the perspective of brand personality after review of relatedresearch in this field. Tianjin was taken as a sample city of this research to explore city brandposition theory.This paper consists of six main parts: Chapter1: Introduction. This part introduces thebackground and significance of this research. Chapter2: Literature review. This part aims to clarifyconcepts of city brand, city brand position and brand personality.Chapter3: literature review ofCity brand positioning. Chapter4:An Empirical Analysis. Take Tianjin as an example to collectdata and use factor analysis and IPA analysis to analyze the data. Chapter5: Make suggestions forTianjin city brand position. The combination of quantitative and qualitative method makes theadvice more applicable. Chapter6: Research limitations and prospects. This part explains thelimitations of this study and the future direction of development.

Related Dissertations

  1. Studieson Effects of Soybean Species on Yuba and Initial Establishment of Quality Evalution System for Yuba,TS214.2
  2. Clouds of high - end brand personality cultural meanings of the,F273.2
  3. Research about the Process of City Sport Brand’s Construction,G80-05
  4. Chinese hog industry ( chemicals ) International Competitiveness,F752.6;F224
  5. Buss-Perry attacks questionnaire in 2757 college students in applied research,G645.5
  6. Based on Factor Analysis of the chemical industry trade Financial Performance Evaluation of Listed Companies,F224
  7. Chongqing Hi-tech Industrial Competitiveness,F276.44
  8. Chinese Service Outsourcing Industry Development,F719
  9. The new evaluation system industrialization Chongqing Construction and Measurement,F224
  10. An Empirical Study of Measurement of the Competitiveness of Private Enterprises,F224
  11. Study on Risk Identification and Evaluation of Manufacturing Green Products R & D,F205;F224
  12. Research on the International Competitiveness of China’s Cultural Trade and Its Influence Factors,F224;G125
  13. China’s Textile Industry Performance and Influencing Factors,F224
  14. Empirical Research on the Competitiveness Evaluation of Listed Commercial Banks in Our Country,F224
  15. An Study on the Efficiency of the Listed Real Estate Companies Based on Factor Analysis Method,F224
  16. Study on the Influence of Securities Ownership Structure to the Operating Perforamcne,F224
  17. Analysis on the Quality Situation of Ready Mixed Concrete in Some District of Guangzhou City,TU528
  18. Late preterm children with respiratory failure efficacy and outcome of respiratory support observation and prognosis,R722.6
  19. Statistical Research on Life Satisfaction of Rural Residents,D422.7;F320
  20. Performance of Listed Agriculture Companies in China and Its Influence Factors,F324;F224
  21. An Empirical Study of the Relevance between Issuing Corporate Bonds and Corporate Profitability,F275

CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
© 2012 www.DissertationTopic.Net  Mobile