Magdalena Florek

Department of Commerce and Marketing,

Poznań University of Economics and Business,

Poland

Magdalena.Florek@ue.poznan.pl

Learning to co-create the city brand experience

Andrea Insch

Department of Marketing , University of Otago,

New Zealand

andrea.insch@otago.ac.nz

Abstract. Given the peculiar characteristics of cities, which in many ways render them unamenable to manipulation following the product-concept philosophy, an alternative approach to conceptualising city brands is required. Focus must shift to understanding city brands in terms of how they are experienced and how local authorities can take a leading role in designing and assisting users to co-create valuable city brand experiences. Leading contributions from the theory and practice of the experience economy, service dominant (S-D) logic and consumer brand experiences provide the basis for public and private organisations to devise innovative ways to co-create city brand experiences with city brand users.

Received: December, 2019

1st Revision: February, 2020

Accepted: April, 2020

DOI: 10.14254/2071-8330.2020/13-2/12

JEL Classification: M31, M38

Keywords: city brand experience, service-dominant logic, co-creation of value