The Branding of Almaty, the Oasis of Central Asia

The Central Asia Business Journal, Vol. 1. No. 2, pp. 8-22, 2006

15 Pages Posted: 8 May 2008 Last revised: 16 Mar 2010

See all articles by K C P Low

K C P Low

Kazakh Leading Academy of Architecture and Civil Engineering/ Kazakh American University (International Educational Corporation); University of the South Pacific; University of South Australia

John L. Taylor

Taylor Consulting Firm

Abstract

Once the capital of Kazakhstan, Almaty is fast growing and becoming a popular center in Central Asia. Through a series of interviews, focus groups and literature review, the authors suggest ways and various strategies in branding the city. The model they used branding this Central Asian city of Almaty is simple yet effective. They apply the RAW model... read on! This paper was first presented by Dr. Patrick Low Kim Cheng in the plenary session `Strategic Urban Management for Almaty' at the 5th KIMEP International Research Conference (6 - 8 October 2005) under the title: City Branding/Marketing.

Keywords: City Branding, RAW Model, Almaty, Kazakhstan

Suggested Citation

Low, Kim Cheng Patrick and L. Taylor, John, The Branding of Almaty, the Oasis of Central Asia. The Central Asia Business Journal, Vol. 1. No. 2, pp. 8-22, 2006, Available at SSRN: https://ssrn.com/abstract=1130625

Kim Cheng Patrick Low (Contact Author)

Kazakh Leading Academy of Architecture and Civil Engineering/ Kazakh American University (International Educational Corporation) ( email )

28, Ryskulbekov street
Almaty
Kazakhstan

University of the South Pacific ( email )

Laucala Campus
Suva
Fiji

University of South Australia

37-44 North Terrace, City West Campus
Adelaide, South Australia 5001
Australia

John L. Taylor

Taylor Consulting Firm ( email )

Jakarta
Indonesia

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