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Master's Thesis Place Branding BODNER Place Branding and the Creative Economy: Graz as a UNESCO City of Design Master’s Thesis Postgraduate Studies Sustainable Urban and Regional Development for the academic degree of Master of Natural Science (MSc) at the University of Graz submitted by Michael BODNER BSc at the Department of Geography and Regional Science Supervisor: Univ.-Prof. Dr.phil Ulrich Ermann Graz, September 2013 Statutory Declaration I, Michael Bodner, hereby declare that this master’s thesis has been written independently and without assistance from third parties. Furthermore, I confirm that no sources have been used in the preparation of this thesis other than those indicated in the thesis itself. Graz, September 25 th , 2013 …………………………… Michael Bodner - 2 - Preface The year 2012 and my exchange semester at the York University of Toronto, Canada, had a substantial influence on my decision of writing a thesis on place branding. It was a seminar about urban geography and related fieldwork in the streets of Toronto which raised my particular interest for the topic of how cities are marketed and communicated, in which way this is relevant to urban policy and which kind of impacts it may have for a city’s economic, social and cultural development. Furthermore, the seminar also offered a closer consideration of creative city approaches, the idea of the creative class and the relevance of “creativity” to urban social policies. Shortly after my return to Graz I was about to choose a topic for my master’s thesis. I decided to deepen my just acquired knowledge in city marketing and simultaneously to broaden my view through an investigation of city branding. Interestingly, officials of the city of Graz had recently introduced the theme of a UNESCO City of Design in order to “brand” Graz as a creative city and as an attractive and innovative location. The case of Graz therefore offered a practical example for me to investigate marketing and branding strategies in a European medium-sized city. I chose the case of Graz in particular as its recent creative city strategy has not yet been analysed in detail. Furthermore, the specific designation of a UNESCO City of Design has not yet been explored as a case of place branding and thus, I was able to offer a new thematic insight into city marketing and city branding. For this reason, this thesis considers branding strategies linked to creative city approaches which are aimed to establish a distinct place image for Graz, namely that of a UNESCO City of Design. Enjoy your reading! Michael Bodner - 3 - Acknowledgements First of all, I would like to thank my supervisors Ulrich Ermann and Annalisa Colombino of the Department of Geography and Regional Science, University of Graz, for their encouragement and confidence. I am particularly grateful for Annalisa’s feedback and support throughout my research which made this thesis possible in the first place. Many people in Graz contributed considerably to this thesis by sharing their experiences and viewpoints with me. Special thanks must go to the following people and their related companies/institutions who agreed to participate in my research as informants: Daniel Bauer (Shot Shot Shot ); Mike Fuisz ( moodley brand identity ); Ernst Giselbrecht ( Ernst Giselbrecht + Partner ); Heimo Lercher ( I-Punkt ); Iris Kastner ( kwirl ); Martin Krammer ( KMDCC ); Almudena Nagu; Andrea Pavlovec-Meixner ( Green Party ); Johanna Prechtl; Mario Rampitsch ( En Garde ); Lisa Rücker ( Green Party ); Gerhard Rüsch ( ÖVP ); Peter Sablatnig (Bene ); Eberhard Schrempf ( CIS ); Karl Stocker ( FH Joanneum ); Stefan Unger (wmnt ); Mario Weiss ( Trigon ). I also would like to thank my friend Michaela who provided final inputs to this thesis. I am particularly grateful to my closest friends for all the fun we had together, keeping me happy and relaxed at all times. Most of all, I would like to thank Leila for her encouragement, passion, love and for always being there. Finally, I would like to express my gratitude to my family. Without the support of all of you it would have been impossible to complete this thesis. Thank you! - 4 - Abstract This thesis explores contemporary place branding approaches through a study of Graz’s positioning as a UNESCO City of Design. The city government of Graz has recently introduced the theme of a City of Design in order to establish a distinct and innovative place image and to communicate Graz as a creative city. The aim of this thesis is therefore to investigate how the City of Design brand is strategically implemented by local city marketers, how the creative class as a specific target audience perceives this process and in which ways the branding may affect the city’s overall development. Through a combination of interviews which I conducted with local image producers (i.e. stakeholders involved in the branding) as well as with representatives of the local creative economy and an analysis of the collected data where I applied selected techniques of discourse analysis I suggest that the branding of Graz is perceived as a long-term strategy which can be a stimulus for inducing sustainable urban development processes. For this reason, my exploration encourages the reader to consider place branding not exclusively as a marketing tool which aims to facilitate a place’s popularity but to discuss it as a comprehensive process which addresses a multitude of urban issues. Branding – as the City of Design theme suggests – may induce new discourses on urban economic development, urban social policies and the efficient planning of the built environment. With this thesis I contribute to further explore place branding as an increasingly popular approach to place marketing. Furthermore, I provide new insights into potential city branding themes as the designation of a UNESCO City of Design has not yet been explored as a case of branding. The thesis further discusses how local city marketers seek to communicate Graz as both a “UNESCO Creative City” and a “UNESCO World Cultural Heritage” in order to establish a distinct brand image amongst a multitude of creative city approaches worldwide. - 5 - Contents List of Abbreviations................................................................................................................ 9 1. Introduction .................................................................................................................... 10 1.1. Place branding and the creative economy: towards an exploration of Graz’s contemporary branding ........................................................................................................ 10 1.2. Selection of the case study ............................................................................................ 12 1.3. Structure of the thesis.................................................................................................... 13 2. A Theoretical Approach to Place Marketing and Place Branding............................ 16 2.1. Introduction ................................................................................................................... 16 2.2. Marketing and branding ................................................................................................ 16 2.3. Is economic branding theory applicable to place branding concepts? .......................... 21 2.4. Place marketing and place branding.............................................................................. 23 2.5. Conclusion..................................................................................................................... 34 3. The Creative City ........................................................................................................... 37 3.1. Introduction ................................................................................................................... 37 3.2. The notion of “creativity” ............................................................................................. 37 3.3. The relevance of creativity in city marketing................................................................ 38 3.4. Florida’s creative class and related counterarguments.................................................. 41 3.5. Creative industries......................................................................................................... 43 3.6. Conclusion..................................................................................................................... 45 4. The City of Graz: Culture, Creativity and the UNESCO City of Design Theme .... 47 4.1. Introduction ................................................................................................................... 47 4.2. The city of Graz............................................................................................................. 47 4.3. The multiple marketed images of Graz ......................................................................... 49 4.4. Cultural and creative topics in urban and regional development plans......................... 51 4.5. Creative roots in Graz and the path towards being a City of Design ............................ 57 4.6. The creative economy of Graz ...................................................................................... 59 4.7. UNESCO Creative Cities Network............................................................................... 62 4.8. UNESCO City of Design .............................................................................................. 64 4.9. Conclusion....................................................................................................................
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