| Although branding is not a new concept, its full potential still being explored, especially in the area of place branding. In today's increasingly connected world where individuals have improved access to a vast amount of information and fewer anchors tying them to one spot, cities, states and even countries are having to compete harder for tourists, economic investment and even residents. This has all culminated in an increased emphasis on municipal place branding. The aim of this thesis is to analyze place branding strategy as it relates to economic development within various municipalities and to determine how the internal audiences of the City of Long Beach, CA perceive the brand of that city. The thesis is divided into four parts: an overview of branding and place branding, a case study of Portland, OR, a case study of Santa Monica, CA and an analysis of original survey data from the City of Long Beach, CA. Based on the information gleaned from the two case studies as well as the analysis of original survey data from Long Beach, CA, it appears that Long Beach faces a number of branding dilemmas which, if unchecked, will continue to hinder the economic development of the city. |
