- Subject index
Today is a new metropolitan age and for the first time ever more people live in cities than they do anywhere else. As cities strengthen their international and cultural influence, the global world is acted out most articulately in the world's urban hubs — through its diverse cultures, broad networks and innovative styles of governance. Looking at the city through its internal dynamics, the book examines how governance and cultural policy play out in a national and international framework.
Making a truly global contribution to the literature, editors Isar and Anheier bring together a truly international and highly-respected collection of scholars. In doing so, they skilfully steer debates beyond the city as an economic powerhouse, to cover issues that fully comprehend a city's cultural dynamics and ...
Chapter 6: City Branding
This chapter discusses the concept of city branding as a strategy of identifying valuable assets that a city has to offer, developing these assets and delivering their value to attract investors, visitors and talent. Whether a city brand is successful or not depends on whether there is good partnership, leadership, cooperation and organization. Where there is a lack of consensus on the city brand, a top-down approach in brand development and an image–reality gap, the branding is likely to fail. Specific cases of branding efforts (Bilbao, Dubai and Beijing) and the issues they encountered are briefly discussed. Finally, the chapter suggests areas for further research.
In recent years, city branding has emerged as a fast-growing practice in various parts of the world, with ...