Branding Cities as Educational Centres. the Role of Higher Education Institutions

Abstract

Intensified globalisation has lead to increased competition among cities for wealth, talent, visitors, investment and others. In this quest, cities become marketable products and were applied branding strategies. After a theoretical review of the concepts of place marketing and city branding, this article studies the contribution of education in general, and of higher education, in particular, to the city branding strategies. A conceptual framework is proposed to analyse the congruence of city and university branding strategies and to investigate the role higher education plays in city branding strategies. The research method of case studies provides a big picture of the links university-city and brings to the attention different branding experiences from city and university levels.

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