city branding and digital media: A qualitative empirical study on the evolution of in 21st century

The aim of this book is to examine the use of digital media in city brand management and the factors contributing to success in city marketing practice. To this end, it describes the current situation and the forms of online city brand communication already in use. Building on general brand theory and identity-oriented city branding, as well as the theory of new media and online brand communication, the findings are discussed in relation to practical application in cities. These findings, together with case studies on the brand management of the cities of Hamburg, Innsbruck and Basel, provide the basis for a guide to conducting an empirical expert interview. Using the three case studies of Hamburg, Innsbruck and Basel, the digital media already employed by city marketing organisations and the key success factors for online city brand communication are highlighted. From this, concluding insights for the future practice of online city brand communication are derived.