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Jasper Eshuis & Erik-Hans Klijn

In: The SAGE Handbook of New Urban Studies

Chapter 7: City Branding as a Governance Strategy

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City Branding as a Governance Strategy
City Branding as a Governance Strategy
Jasper EshuisErik-Hans Klijn
INTRODUCTION
The Upsurge of City Branding as a Governance Strategy

City branding has become widely used as governance strategy to create favorable images of cities, and attract various target groups to cities. City branding has become an urban governance strategy for managing perceptions about places, such as perceptions about the identity of a city or opportunities in the city. Cities all over the world, both large and small, have launched branding campaigns to position themselves in the minds of citizens, tourists and investors. In the USA, numerous cities have applied branding for several decades now (see Gold and Ward, 1994). In Europe and Australia, place branding is commonly applied, and also numerous Asian ...

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