Creating a branding image as an effective strategy to revitalize downtown commercial streets

Thesis (M.C.P.)--Massachusetts Institute of Technology, Dept. of Urban Studies and Planning, 2008.Includes bibliographical references (leaves 105-107).The branding image of commercial streets can be an important factor for inviting new shops and attracting customers and visitors to the area. It can also contribute to changing the image of declining downtown shopping streets and regain tenants and customers. The images of commercial streets affect people's decision-making process about where to shop and meet, which can reinforce the reality of the places, creating the momentum for the places' growth or decline.This research demonstrates effective branding strategies for downtown commercial streets based on the theories of corporate branding and place marketing. The economic improvement initiatives of Downtown Crossing in Boston are analyzed from the perspective of branding strategies, and as case studies, Newbury Street in Boston as well as Ginza District and Omotesando Street in Tokyo, are explored to show the elements of branding images.Successful places build high expectations through their forums and events as well as the retail structures, using the local resources effectively. The people's perceptions of a place can be enhanced by consistent physical images with sequential experience, visual communication and participation. The relationships of the reality of a place, and people's expectations and perceptions of the place create the economic dynamics of the streets.This research recommends that the branding strategy of Downtown Crossing should more focus on the structure of the district, creating the frameworks to enhance people's expectations and perceptions through events and education based on a bottom-up style branding strategy.by Kohichi Yamagishi.M.C.P