How the Role of Cultural Capital status helps to brand a city?
Finnish Economy scientist and the lecturer of University of Turku, Ulla Hakala, will give public lecture in UT Economy Faculty on December 7th at 2.15 pm. The lecture is part of renowned Granö-series and is titled "The status of Capital of Culture and its effect on a city’s brand equity".
[[{"type":"media","view_mode":"media_large","fid":"37825","attributes":{"alt":"","title":"","class":"media-image","typeof":"foaf:Image","wysiwyg":1}}]]The aim of the presentation is to discuss the role of Cultural Capital status in branding a city, i.e. how a city can increase its brand equity via its Cultural Capital status and the promotional activities incorporated to the year. The European Capital of Culture is one of the most prestigious and high-profile European cultural events, with demanding requirements to match. In 2011, the title has been awarded to Tallinn of Estonia and Turku of Finland; the presentation focuses on the latter.
The cultural capital status can operate as a means to develop the parent city. If managed well, it can increase the awareness, motivate people to experience and enhance the quality of experiences. It also gives – via partnerships – the brand promoter opportunities to form a deeper relationship with the visitors, which enables greater loyalty than before.
The importance of acknowledging the impact of promotion and having a long-term focus within brand management are highlighted. Throughout the presentation, illustrations are given to broaden the understanding and to activate discussion among the audience.
Ulla Hakala is a lecturer in University of Turku, Finland. She has graduated University of Tampere Economy faculty on 1981 and got her PhD from University of Turku on 2006. She has worked as a lecturer in Pori Business School and Seinäjoki Polytechnics. In 2006−2011 she was an Assistant Professor in University of Turku School of Economics. The year 2005 Ulla Hakala spent in California State University Stanislaus (USA) as a Fulbright grantee.
The lecture will take place in UT Economy Faculty (Narva mnt 4, room B202) on Dec 7th at 2.15 pm.
More information: http://www.finst.ee/grano/ulla-hakala.html
The Granö lecture series has been named after the Finnish Geography Professor Johannes Gabriel Granö who used to work in University of Tartu on 1919−1923. The purpose of Granö lectures is to establish contacts and relations between Estonian and Finnish scientists. Lectures and seminars are organised by Finnish Institute in co-operation with University of Turku, University of Tartu and Granö Center.
Additional information:
Heidi Iivari, cultural secretary, Finnish Institute, phone +372 742 7319, heidi.iivari@finst.ee
Sirje Üprus, the head of international co-operation, University of Tartu, phone +372 737 5615, sirje.uprus@ut.ee
Anneli Miljan
UT Press Officer
tel +372 737 5683
mob +372 515 0184
e-mail anneli.miljan@ut.ee
www.ut.ee
[[{"type":"media","view_mode":"media_large","fid":"37825","attributes":{"alt":"","title":"","class":"media-image","typeof":"foaf:Image","wysiwyg":1}}]]The aim of the presentation is to discuss the role of Cultural Capital status in branding a city, i.e. how a city can increase its brand equity via its Cultural Capital status and the promotional activities incorporated to the year. The European Capital of Culture is one of the most prestigious and high-profile European cultural events, with demanding requirements to match. In 2011, the title has been awarded to Tallinn of Estonia and Turku of Finland; the presentation focuses on the latter.
The cultural capital status can operate as a means to develop the parent city. If managed well, it can increase the awareness, motivate people to experience and enhance the quality of experiences. It also gives – via partnerships – the brand promoter opportunities to form a deeper relationship with the visitors, which enables greater loyalty than before.
The importance of acknowledging the impact of promotion and having a long-term focus within brand management are highlighted. Throughout the presentation, illustrations are given to broaden the understanding and to activate discussion among the audience.
Ulla Hakala is a lecturer in University of Turku, Finland. She has graduated University of Tampere Economy faculty on 1981 and got her PhD from University of Turku on 2006. She has worked as a lecturer in Pori Business School and Seinäjoki Polytechnics. In 2006−2011 she was an Assistant Professor in University of Turku School of Economics. The year 2005 Ulla Hakala spent in California State University Stanislaus (USA) as a Fulbright grantee.
The lecture will take place in UT Economy Faculty (Narva mnt 4, room B202) on Dec 7th at 2.15 pm.
More information: http://www.finst.ee/grano/ulla-hakala.html
The Granö lecture series has been named after the Finnish Geography Professor Johannes Gabriel Granö who used to work in University of Tartu on 1919−1923. The purpose of Granö lectures is to establish contacts and relations between Estonian and Finnish scientists. Lectures and seminars are organised by Finnish Institute in co-operation with University of Turku, University of Tartu and Granö Center.
Additional information:
Heidi Iivari, cultural secretary, Finnish Institute, phone +372 742 7319, heidi.iivari@finst.ee
Sirje Üprus, the head of international co-operation, University of Tartu, phone +372 737 5615, sirje.uprus@ut.ee
Anneli Miljan
UT Press Officer
tel +372 737 5683
mob +372 515 0184
e-mail anneli.miljan@ut.ee
www.ut.ee
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