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Dark place marketing: How can the city of Charleroi exploit its image and overcome its prejudices?

De Meersman, Jérémy
(2023)

Files

DeMeersman_74471800_2023.pdf
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  • Adobe PDF
  • 1.79 MB
DeMeersman_74471800_2023_APPENDIX.pdf
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  • 2.14 MB

Details

Supervisors
Kervyn de Meerendré, Nicolas
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
We live in a world in which advertising and communication around brands is more than present. Cities themselves are no exception to the rule. That is why city branding is becoming more and more popular. Nevertheless, some cities are less successful than others. One of the reasons we explore in this thesis is that some cities are victims of bad stereotypes. As a result, there is a tourism that develops around this. Next, we will analyse the case of the city of Charleroi, which is one of the most stereotyped cities in Belgium. We will discover through documentary research but also through interviews with key actors in the development of the city's image, that Charleroi has been suffering from these prejudices for a long time and has now decided to rebuild, adapt and evolve. This is being done on a long-term project. With this in mind, and without forgetting its past, the city aims to return to the forefront, but this time with a good image.