ABSTRACT By addressing two separate branding exercises for Amman, Jordan,
we investigate the links between the city ’ s image and the visual image of its brand.
We build on previous research by proposing a theoretical framework that combines
city branding, Canter ’ s theory of place and Kevin Lynch ’ s
Image of the City
. We
test this theoretical framework by contrasting the development of Amman ’ s city
brand in 2002 and its rebranding exercise in 2009. We address, fi rst, how Amman ’ s
brand(s) and image(s) are linked, and second, how the city brand and its image
infl uence and are infl uenced by the values Ammanis ascribe to their city. We fi nd
that while it incorporated intensive promotional campaigns and place-making
interventions, the 2002 branding exercise excluded the residents of Amman; the
ensuing brand image therefore failed to correspond to the residents
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