By Stephanie Hemelryk Donald

Evaluating the most important Pacific Rim towns of Sydney, Hong Kong and Shanghai, this booklet examines international urban branding. when all 3 towns compete at the world's degree for occasions, travelers and funding, also they are on the centre of special movie traditions and their identities are hence strongly attached with a cinematic influence. utilizing an interdisciplinary technique, this publication not just analyses the town branding of those towns from the extra broadly researched views of tourism, advertising and marketing and local improvement, but additionally attracts in cultural reviews and psychology ways which provide clean and priceless insights to put branding and advertising normally. The authors examine and distinction qualitative and quantitative unique info in addition to severely interpreting present texts and debates on urban branding. In end, they argue that urban branding may still give a contribution not just to local improvement and identification, but additionally to sustainable fiscal health and public happiness.

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