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Internal City Branding
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Product Details
Basierend auf der Erkenntnis, dass Einwohner eine bedeutende Zielgruppe im Rahmen der Markenfhrung von Stdten sind, entwickelt Ayla Rler ein Modell zur internen, identittsbasierten Markenfhrung von Stdten. Es wird untersucht, wie Einwohner als wichtige interne Zielgruppe einer Stadt zu positiven Botschaftern dieser gemacht werden knnen und ihre Intention, in der Stadt wohnen zu bleiben, gestrkt werden kann. Auf Basis der empirischen Ergebnisse zeigt die Autorin, wie die stdtische Markenfhrung diese beiden zentralen Herausforderungen meistern kann und veranschaulicht dies anhand zahlreicher Beispiele aus der Praxis.
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