✒️Very happy and honored to announce the publication of my article "City Branding of Dundee: A Cultural Perspective" at the UNIVERSITY WITHOUT BORDERS Journal of ECONOMICS & BUSINESS, Vol. 3 - 2020, No. 2.

This paper examines the theory of brand and branding in practice using the city of Dundee as a case study. Specifically, the general theory of brand and branding and the specific theories of place and city branding are analyzed and implemented in relation to Dundee’s rebranding process with a focus on its cultural dimension. It is worth mentioning that although place branding was not applied successfully in the Dundee case, the city branding succeeded. The paper concludes that brands and branding are useful marketing tools but difficult to be understood and applied in practice. In addition, the successful branding implementation process is related to the examination of specific aspects of places/cities, such as the cultural aspect.

To have a look at the article, you can visit this link: https://www.researchgate.net/p....ublication/350290784

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