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 The role of Culture in Brand Identity formation: The Case of Danang city, Vietnam
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong
Nơi đăng: Proceedings of the 4th Annual Conference of the International Place Branding Association (IPBA), 27-29 November, Department of Planning and Regional Development, University of Thessaly, Volos, Greece; Số: 978-618-84403-2-6;Từ->đến trang: 386-401;Năm: 2019
Lĩnh vực: Xã hội nhân văn; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
ABSTRACT
Hosting many international events that the recent one is APEC 2017, Danang – a Vietnam pioneer in city branding – positions itself as a destination for tourism, living, and investment. However, the city appears to be unfocused because it is challenging to satisfy different stakeholders at the same time. To define which group should be the starting point of city branding, Danang needs to know what can differentiate itself from the others. A city with its own culture is more comfortable to memorize and no needs to reproduce any culture. Therefore, this study explores the role of culture in the identity formation of Danang. A comparative analysis is conducted using a qualitative method to explore the brand identity of Danang from both primary and secondary data. After analyzing the contents of books about the city, the study conducts in-depth interviews with 21 opinion leaders. Additionally, the lyrics of 118 songs composed for Danang promotion are retrieved to evaluate whether the city identity is communicated appropriately or not. The findings show the vision of Danang as a livable city with the mission of environmental orientation and IT application. Besides the notable attributes (i.e., Natural endowment, Infrastructure, People, Culture, Education, Values, Relics and landscapes) of a growing urban, some negative aspects also appear (Privatization, Material culture, Labour force). The study offers a different view of human personality formation under the influence of nature and gives some implications to enhance branding Danang based on cultural identity. Therefore, it contributes not only to the theoretical background but also to the practical case of city branding.
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