City brand management (CBM): The case of Kazakhstan

Gaggiotti, Hugo; Low Kim Cheng, P.; Yunak, O.

Abstract

In order to attract talents and resources, cities in Kazakhstan need to factor in various marketing techniques in their administrative practices and governing philosophies. This paper explores the concept of city branding and its application to the Kazakhstani environment. The authors suggest a model, the City Brand Management (CBM), which can serve as a framework for building a city brand and for identifying strategic direction and tasks for building a brand.

• Journal Article Type: Article
• Publication Date: Jan 1, 2008
• Journal: Place Branding and Public Diplomacy
• Print ISSN: 1751-8040
• Electronic ISSN: 1751-8059
• Publisher: Palgrave Macmillan (part of Springer Nature)
• Peer Reviewed: Peer Reviewed
• Volume: 4
• Issue: 2
• Pages: 115-123
• DOI: https://doi.org/10.1057/palgrave.pb.6000081
• Keywords: Kazakhstan, city branding, place marketing, city marketing, brand management
• Public URL: https://uwe-repository.worktribe.com/output/1018640
• Publisher URL: http://dx.doi.org/10.1057/palgrave.pb.6000081