Planning process of city brands: A case study of Taipei City

Whereas previous studies on city branding have focused on evaluation rather than the planning process of city brands, the main purpose of this research was to generate a conceptual framework for the development of city as a brand and to detect whether it could be applied in the context of Taipei City branding model. The study has adapted a qualitative research approach based on the case study of Taipei City using semi-structured interviews and qualitative content analysis as data collection methods for the research. The case study has revealed that the primary conceptual framework, suggested on the basis of literature review, can only partially be applied in the context of Taipei City. Therefore, the framework was modified, concluding that the whole process is highly influenced by constant leader presence and communication with public-private stakeholders. It was also suggested for every branding stage to have its own accountable body responsible for the successful execution of the stage. The modified framework consists of the following five stages: (a) Establishment of the planning group (optional stage); (b) Research stage; (c) Building the city's brand identity (including Identification of vision and goals and Comprehensive branding strategy formation); (d) Development and implementation of action plan; and (e) Control and evaluation. This framework is one of the few attempts to describe city brands' development process, and thus it may be employed in planning process of city brands.