City Branding and Promotion

Waldemar Cudny specializes in urban and tourism geography. He is a graduate of the Department of Geography at the University of Łódź, Poland. Currently he holds a position of Associate Professor at the Jan Kochanowski University (JKU) in Kielce, Poland.

• 1. Introduction 2. Setting the agenda 3. Defining the current situation: developing the analytical part of the strategy 4. Creating the strategic part and strategy implementation 5. City branding and promotion strategy for Tomaszów Mazowiecki (Poland) 6. Summary

'Waldemar Cudny's book provides a much-needed understanding of strategies used by various stakeholders to increase production and consumption, build revenues, and provide new opportunities for transactions in cities. In urban geography, we study commodification of housing, patterns of land use, growth and decline. This book adds the need to expand our content in urban geography and urban studies instruction and research to include the processes and outcomes of the commodification of a place or a region as a whole through branding and marketing. The book provides a theoretical analysis of city branding strategies supplemented by a practical case study.'— Professor Sharmistha Bagchi-Sen, Department of Geography, University at Buffalo, USA. 'City branding and promotion – the strategic approach bridges the gap between theory and practice in the field of urban management and marketing. It presents a useful a state of the art review of current knowledge and challenges reductionists approaches in the field. The case study presented allows readers to engage with a real life example. This book will remain a valuable resource for both academics and practitioners for a long time.' — Dr Roberta Comunian, King's College London, UK