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
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: Suggested Citation