Study of factors contributing to Likeability of places and development of a model to predict success in place branding

Abstract

“We started off our research on city branding techniques as a part of our Comprehensive Case Study requirements at IIM Bangalore. We wanted to study what factors that affected the likeability of a place and how we could use our learnings to position Bangalore as a more attractive city for tourists, investors, professionals and residents. However, during our primary research phase we stumbled upon the fact that the sense of belongingness for the city is very low. Urban dwellers, lack of commonality in language and ethnicity, experiences of discrimination are few factors leading to decline in neighborliness. That was the primary evil contributing to the city’s degradation.”