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-LOCATION MAP -IRBID GOVERNORATES Source: Greater Irbid municipality 2020 It is possible to notice the disparity in the population distribution between the governorate districts, as the population distribution was not uniform or equal among its communities. However, concentration some of them were characterized by concentration (Department of Statistics, 2018). Irbid City with an area of 235.78 km² constitutes 42% of the governorate's population, and the rest is distributed to its districts.
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City branding is a new science of an ancient technique to achieve a competitive advantage for cities and increase
attraction of investment, and tourism. Recently, due to the growing globalization, most cities worldwide and in Jordan
have witnessed a remarkable change in their competitive structures. City planners have perceived need to create
brand...
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Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is particularly important due to the highly competitive nature of the industry. Even though previous studies have provided valuable insights on the antecedents of retail brand equity, it remains unclear how experiential and functional associations of the...
Citations
... These value-added services will not increase the cost of COSTA coffee significantly, but can greatly improve consumers' consumption stickiness for COSTA coffee [5]. COSTA can also choose to build city brands with cities, all of which are committed to creating the best image in people's minds around the world [11]. For researchers, cities must first find attractive points and promote them, and COSTA can seize this opportunity to grow alongside them [11]. ...
... COSTA can also choose to build city brands with cities, all of which are committed to creating the best image in people's minds around the world [11]. For researchers, cities must first find attractive points and promote them, and COSTA can seize this opportunity to grow alongside them [11]. ...
With the development of the times, Chinese people's demand for coffee has increased, which also makes the coffee industry develop rapidly. Tens of thousands of coffee shops are increasing their number every day. However, there is one coffee shop that is gradually disappearing from the Chinese landscape: COSTA. The purpose of this study is to take COSTA as an example to study the characteristics of the development trend of the coffee industry. This study analyzes the reasons behind the large reduction in the number of COSTA stores in China from the perspective of marketing management strategies, and further studies are divided into marketing and product sectors. This study concludes that the reason for the decrease in the number of COSTA stores is the lack of innovative and trendy taste designs and the adjustment of localized taste habits. The environment of offline stores does not have a local festival atmosphere and diversified service provision. At the same time, this study also puts forward suggestions for COSTA's future development, such as adjusting brand taste, localization of product design, and innovation based on hot topics in China. The study hopes to provide references for COSTA and other coffee shops in the same industry.
Tourism development benefits from harnessing the prospects of innovative city brands and motivates management scholars to postulate and investigate evolving motives and mechanisms for creativity and implementation of city branding processes. City branding as innovation creates positive images of metropolitan and urban areas with socio-economic potentials for attracting tourism, and there is a need for regular and on-going reviews to coalesce knowledge on the state-of-the-art in city branding scholarship. This study presents the current state of city branding research related to tourism development by systematically reviewing current literature within the field. The review investigates concepts for city branding and contributions to tourism practice within the literature based on analysing 140 peer-reviewed articles published between 2011 and 2023. The study finds concepts of branding strategies and practices, branding culture and creativity, branding generation and identity, branding quality and sustainability. The review also synthesises contributions of conceptual models and theoretical framework, strategic tools and management techniques, path analysis variables and performance indicators, branding narratives and interpretations. Additionally, a critique of the literature reflects on the forms of tourism and performance measures associated with city branding as innovation. Using insights from the analysis and synthesis, the review proposes areas for future management research. The review has management implications for tourism planning and provides a better understanding of the innovation factors that shape the physical, subjective, and objective space for city branding for tourism development.
