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A Theoretical Approach for Sustainable Communication in City Branding: Multilateral Symmetrical Communication Model
Abstract
The key to success of cities having high brand-value and awareness is the configuration of successful brand structures for the participation of stakeholders into the process. Starting from this point, symmetric and sustainable communication among stakeholders is assumed to play an essential role as a prerequisite for achieving success. The key to ensuring sustainable practice of any discipline is the communication. In this regard, in infrastructure, renovation, finance, tourism, sociology and cultural studies, the symmetry and participation of all of the parties are also considered to be important in terms of communication. Alongside the theoretical framework of city branding, this chapter seeks to contribute to the literature with “Multilateral Symmetrical Communication Model,” which has been created to meet the requirements for city brands. The impact of stakeholders' interaction on the brand image, the impact of ensuring multilateral communication between both parts, and demonstrating applicability of these are the main focuses of this chapter.
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