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The city branding of Wollongong

Chapter


Abstract


  • The city of Wollongong’s brand image strategy. 'Wollongong: City of Innovation'

    was implemented in 1999 and is still in use in 2010. The objective of this

    chapter is firstly to show how the leaders in the city of Wollongong came to

    realize that the image of their city had become a barrier to the city's improvement

    and growth. Secondly, supported by an analysis of recent interviews

    with some involved in the brand strategy, an explanation is provided of the

    process which was undertaken to gain support for and implement, what was

    to become known as the city image campaign. Advice has also been obtained

    from some stakeholders as to what could have been done better and what more

    could have been done. Finally, some concluding comments are provided.

Publication Date


  • 2011

Citation


  • Kerr, G. M., Noble, G. & Glynn, J. (2011). The city branding of Wollongong. In K. Dinnie (Eds.), City Branding: Theory and Cases (pp. 213-220). London: Palgrave Macmillan.

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/101

Book Title


  • City Branding: Theory and Cases

Start Page


  • 213

End Page


  • 220

Abstract


  • The city of Wollongong’s brand image strategy. 'Wollongong: City of Innovation'

    was implemented in 1999 and is still in use in 2010. The objective of this

    chapter is firstly to show how the leaders in the city of Wollongong came to

    realize that the image of their city had become a barrier to the city's improvement

    and growth. Secondly, supported by an analysis of recent interviews

    with some involved in the brand strategy, an explanation is provided of the

    process which was undertaken to gain support for and implement, what was

    to become known as the city image campaign. Advice has also been obtained

    from some stakeholders as to what could have been done better and what more

    could have been done. Finally, some concluding comments are provided.

Publication Date


  • 2011

Citation


  • Kerr, G. M., Noble, G. & Glynn, J. (2011). The city branding of Wollongong. In K. Dinnie (Eds.), City Branding: Theory and Cases (pp. 213-220). London: Palgrave Macmillan.

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/101

Book Title


  • City Branding: Theory and Cases

Start Page


  • 213

End Page


  • 220