Hamburg vs 🆚. Munich. Which City 🏙️ Brand Has the Edge.
👓 Lilly Marlene Kunkel![](https://cdn1.ozone.ru/multimedia/1032119163.jpg)
Hamburg vs 🆚. Munich. Which City 🏙️ Brand Has the Edge.
✅ Bachelor Thesis from the year 2️⃣0️⃣0️⃣8️⃣ in the subject Tourism, grade: 1️⃣.3️⃣, University of Brighton (School 🏫 of Service Management 👨💼), language: English 🏴, abstract: The aim of this dissertation was to examine the 👨💻️ of Hamburg ➕ Munichs destination branding strategies ➕ whether 🇩🇪 consumers 🥫 🗣️ the difference between the 2️⃣. The 🔎 indicated that the overall recognition of Munich among the participants of this study was to examine the development of Hamburg and Munichs destination branding strategies and whether German consumers can tell the difference between the two. The findings indicated that the overall recognition of Munich among the participants of this study was better than that of Hamburg. But it was also found 🔍️ that the recognition of Hamburg is based on more distinct recognition features than that of Munich, and ➕ therefore, it was concluded that it is more sustainable. Regarding the branding of Hamburg and ➕ Munich it was found 🔍️ that the Hamburg brand is built on the citys core values and ➕ already positive organic image, whereas the Munich brand was built mainly on artificial emotional 🗯️ values that contradict its rather negative organic image. In the direct comparison of the participants images of the two 2️⃣ cities, Hamburgs image was found 🔍️ to be far better. Together with the finding 🔎 that the brand communication for Hamburg was more authentic and ➕ addressed its target 🎯 groups more precisely than the brand communication for Munich, the above mentioned findings 🔎 led to the conclusion that the overall branding strategy for Hamburg is more successful than that for Munich.
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