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CITY BRANDING NEW YORK

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by

Ioanna Katsigianni

on 1 April 2014

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Transcript of CITY BRANDING NEW YORK

BRAND NEW YORK CITY
Within that one city are:
5 boroughs,
approximately 191 neighborhoods,
nearly a million buildings and
over 8.4 million people
Each individual has his or her own New York.
SONG OF NYC:Steve Karmen, 1977
After September 11th
Problem of mugging in the NY subway-Defense mechanisms
Fifth grade students (10-11 years old) created their own stop-animation short films in art class.
Population density/Housing
Security issues/Fear of terrorism
Environmental issues, i.e. garbage

Disadvantages
Despite problems....
Until July 1, 2013 influx of migrants combined with a continuing decline in the loss of migrants to other states
increased the population by more than 61,000,
nudging it past 8,4 million for the first time. Since the late 1940's it is the first time that there was a net migration near zero or positive.


Low automobile dependence/Wide use of the NY subway
Energy efficiency
Clean-air diesel-hybrid and compressed natural gas bus fleet/first hybrid taxis
Green office buildings
One of the major cities in the USA with drinking water pure enough not to require purification by water treatment plants

Advantages
Janette Sadik-Khan, transportation commissioner of New York City, shares projects that have reshaped street life in the 5 boroughs, including pedestrian zones in Times Square, high-performance buses and a 6,000-cycle-strong bike share. Her mantra: Do bold experiments that are cheap to try out.
New York

An exciting city
A special city for all its residents
There is a distinctive New York for every separate resident
A city full of energy!
There is no city like it!!


How to manage population density?

New York subway
One of the oldest public transit systems in the world
The most extensive with 468 stations in operation
The 7th busiest rail system in the world
Problems of security on the subway, i.e. mugging
LOGO:Milton Glaser, 1977
Competition among cities for specific target markets (Kotler):

Visitors (for business/non business reasons)
Residents and human resources
Businesses and industries
Foreign, international markets

Manhattan, NY: Media Policy

A product identified with lifestyle and entertainment through TV series, i.e. Sex and the City
Disney-fication of the city's center that has lost a big part of its local culture-Gentrification

Why not invest on solving REAL problems of the everyday life of the people and not on changing the image of the city in a symbolic manner with great projects only in mainstream places?

Given the recession it is hard to accomplish both.
Given the competition among cities and globalization, what is the most appropriate way?


Need for Rebranding New York City??
Full transcript