TO SOLVE URBAN CHALLENGES

INTEGRATED

CITY BRANDING

Hanh An Le Thi[1] - Transportation Research Institute, Hasselt University, Belgium; and University of Economics Ho Chi Minh City, Vietnam.

Tu Anh Trinh - University of Economics Ho Chi Minh City, Vietnam.

An NEVEN - Transportation Research Institute, Hasselt University, Belgium.

Phuong Vy Nguyen Tran - University of Economics Ho Chi Minh City, Vietnam.

Quynh Mai Tran Thi - University of Economics Ho Chi Minh City, Vietnam.

Phuc Tam Le Do - University of Economics Ho Chi Minh City, Vietnam.

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Corresponding author: Thi Hanh An Le, anlth@ueh.edu.vn

Funding: This study was supported by the Special Research Fund from Hasselt University, Belgium.

City planners address urban problems that change over time and stages of development, which challenge the quality of life for urban residents.

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(Taylor 1999, Williams 2002, Cohen 2006, Pissourios 2014, da Silva Oliveira 2015, da Silva Oliveira 2016, Allan 2017, 2019)

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That is why the various comprehensive city approaches mentioned are linked to the ongoing city problems.

(Fu & Zang, 2017; Trinh, Tran, Pham, 2021)

The process of achieving comprehensive city approaches faces many challenges, especially in emerging marketing

5 challenges of emergent markets

1. Achieving comprehensiveness is difficult.
2. Gaining people's consent in the planning process is challenging, even though they are the final beneficiaries.
3. Solutions often address only short-term urban problems.
4. Stakeholder engagement is hard to achieve.
5. Resources are limited.

(T 2015)

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4 perspectives to change

1. Adopt comprehensive planning instead of a one-way approach (Top-down or Bottom-up). (Pissourios 2014).
2. Understanding and solving problems for the community is the basis for community participation as key stakeholders. (Rizzi and Dioli, 2010).
3. Focus on a long-term vision rather than planning projects that exist individually and solve short-term problems. (Ashworth and Kavaratzis, 2010, Kavaratzis, 2004)
4. Address urban issues while enhancing urban identity and competitiveness, achieve the quality of urban life (Anholt, 2010, Aydoghmish and Rafieian, 2022)

Challenges & Changes for City Planners

Applying an Integrated City Branding Framework

Solve urban problems, strengthening identity, increasing urban competitiveness

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1. Address urban problems with a long-term perspective: City Identity or City Image.
2. Begin with the pains and gains in citizen's insights – the target audience of City Branding.
3. Solve urban problems from a multi-disciplinary, integrated perspective

+ Tangible factors in planning

+ Intangible ones: tartget audiences (perception/usage/behaviour)

+ Related important factors: economic, cultural, and social factors.

• A communication strategy as the "communication method" that connects the government, stakeholders, and the public.

(da Silva Oliveira, 2016, Trinh et al., 2022, Aydoghmish and Rafieian, 2022, Prilenska, 2012, Kavaratzis, 2004)

Before

1. Merely as a means of communication, limited to logos and slogans, and disconnected from the spatial, economic, and social components of the city.
2. Unrelated to city planning and occurs only after the city planning project concludes.

(Dinnie, 2011)

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After

1. City Branding should be based on the core of City Identity created through efforts to integrate multiple sectors within the city, encompassing both visible and invisible elements, from planning to economics. (Ruzzier and De Chernatony, 2013)
2. Planning tangible spatial elements is an important part of creating a city's identity.

(Gallarza et al., 2002, Graham, 2002)

Integrated City Branding

A New View for Today's City Marketer

Figure 1. The proposed integrated city branding framework (Source: An et al., 2024)

Integrated City Branding Framework

Methodology

1. A narrative review (Mitchell and Egudo, 2003)

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1. 09 existing city branding frameworks

(Kavaratzis, 2004, Stephens Balakrishnan, 2009, Prilenska,2012, Ruzzier and De Chernatony, 2013, Rehan, 2013, da Silva Oliveira, 2016, Florek et al., 2021, Aydoghmish and Rafieian, 2022, Trinh et al., 2022).

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Case: Tokyo - "Old meets New“

Traditional experiences and futuristic thrills.

TARGET AUDIENCES

1. Domestic: Young adults, Families, Seniors.

2. International: Tourists, Business travelers, Investors and international talent.

3. Specific Groups: Sustainability-conscious individuals, Art and culture enthusiasts, Foodies.

BRAND VISION – CITY IDENTITY

1. "Old meets New": Offering both traditional experiences and futuristic thrills.
2. "Fun by Constant Generation": Embracing the city's dynamism and ability to continuously surprise.
3. "Diversified Aspects based on Japanese Culture": Showcasing the unique blend of tradition and modernity that defines Japanese culture.

URBAN ISSUES

Main issues: Preserving cultural heritage in the face of rapid development.

Other urban issues: population density, urban sprawl, transportation congestion, environmental sustainability, housing affordability, social inequality.

Tokyo “Old meets New”.

INTEGRATED IMPLEMENTING PLATFORM

1. Governance Policies:

+ Urban Development Policies: preserve historical districts while facilitating modern development

+ International Relations and Partnerships

2. Spatial planning projetcs:

+ Landscape: mix of traditional Japanese gardens + contemporary urban parks

+ Infrastructure: efficiency, reliability, and advanced technology in transportation system & utilities (water supply, sewage systems, and energy networks)

+ Building: skyline soars with ancient temples (Sensō-ji) to futuristic giants (Tokyo Skytree);

+ Mobility: Tokyo's on-the-go magic (a vast public transport network) + Walking & cycling paths

+ Enviroment: Rivers and Waterways, Green Spaces, diversify flora and fauna

3. Economic planning

+ Traditional Industries: Food and Beverage, Textiles and Fashion, Crafts and Printing;

+ Modern Industries: Electronics and Robotics, Aerospace and Automotive, Biotechnology and Pharmaceuticals

4. Social planning:

+ Preservation and Innovation;

+ Community and Inclusivity;

+ Education and Lifelong Learning

+ Life style: Work-Life Balance, Efficiency and Convenience, Diversity of Experiences.

5. Communication Strategy:

+ Tokyo Brand Concept

+ Stories & Visual: Old meets New

+ Advertising/PR/ Events: Multi-layered Campaigns, Emotional Triggers, Collaboration and Innovation, "Cool Japan" Initiative, Mega-Events and International Conferences (International Paralympic), International Festivals and Exhibitions (Tokyo Tower Light Up Show )

Tokyo - "Old meets New“

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Our study:

The More Friendly Walkability, the Safer Children Walk in Ho Chi Minh City: The New Approach from Integrated City Branding Framework

TARGET AUDIENCES

1. Children, the second largest population group after the working-age population (Hoang, 2023);

2. Parent having children (Yound families): main type of families in the city

BRAND VISION – CITY IDENTITY

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A Children – Friendly Walkability City: "The More Friendly Walkability, the Safer Children Walk“

HCMC’s URBAN ISSUES

1. Rapid motorization is prevalent (Barter et al., 2003; Tuan, 2023)
2. Active travel modes are declining (Leung & Le, 2019)
3. Severe traffic congestion, limited road and public transport infrastructure, and significant traffic safety risks (Kidokoro, 2020)
4. Highest number of child traffic accidents and fatalities in VN (17% and 12% respectively (Anh, 2024)

The More Friendly Walkability, the Safer Children Walk in Ho Chi Minh City

INTEGRATED IMPLEMENTING PLATFORM

Governance Policies:

2. Spatial planning projetcs:

3. Economic planning

4. Social planning:

5. Communication Strategy

MIXED METHODOLOGIES

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1. Review theoretical basis.
2. Bottom-up survey: Assess children's and parents' walking experiences and safety.
3. Field evaluation: Evaluate walkability in areas used by children and parents.
4. Conduct focus groups with city experts on children's walking in the city.
5. Review cases of child-friendly walking cities around the world.
6. Synthesize detailed issues from existing policies, planning walking spaces for children, economic and social factors related to sidewalks and walking spaces, and media campaigns promoting walking.
7. Provide integrated solutions.

THANK'S FOR WATCHING

City identity (or image) can be determined based on:

1.Existing Assets: Utilizing attractive natural, geographical, historical, cultural, and artistic characteristics.

2.Creative and Unique New Assets: Creating unique assets such as signature buildings, landmarks, activities, and services.

3.Addressing Urban Challenges: Enhancing quality of life by tackling economic, social, environmental, and innovation issues.