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Re-imagining the city: branding migration-related diversity

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Listed:
  • Warda Belabas
  • Jasper Eshuis
  • Peter Scholten

Abstract

How do superdiverse cities re-imagine themselves in response to migration-related diversity? Based on a double case study on the branding strategies of two superdiverse Dutch cities, Amsterdam and Rotterdam, this paper shows that although diversity is part of the brand identity in both cities, it is not used prominently in urban planning or brand communications. Migration-related diversity is re-defined strategically (as ‘cosmopolitan’ and ‘international’) for two reasons: (1) to turn it into an asset that enhances the brand, and (2) to align the brand with existing policies and political discourses on migration and accommodate political pressures. City marketers have depoliticized place branding. Marketing logic pushed migration-related diversity to the background, because according to the city marketers diversity does not help a city to stand out. There is limited interaction between spatial planners and city marketers, and marketers use spatial planning selectively in place branding.

Suggested Citation

  • Warda Belabas & Jasper Eshuis & Peter Scholten, 2020. "Re-imagining the city: branding migration-related diversity," European Planning Studies, Taylor & Francis Journals, vol. 28(7), pages 1315-1332, July.
    • Handle: RePEc:taf:eurpls:v:28:y:2020:i:7:p:1315-1332
    DOI: 10.1080/09654313.2019.1701290
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    Cited by:

    1. Chung-Shing Chan, 2023. "From the perspective of local brand equity, how do citizens perceive green, creative and smart brand potential of future Hong Kong?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 500-513, December.
    2. Dogan, Eyup & Madaleno, Mara & Inglesi-Lotz, Roula & Taskin, Dilvin, 2022. "Race and energy poverty: Evidence from African-American households," Energy Economics, Elsevier, vol. 108(C).
    3. Charalampos Tsavdaroglou & Maria Kaika, 2022. "The refugees’ right to the centre of the city: City branding versus city commoning in Athens," Urban Studies, Urban Studies Journal Limited, vol. 59(6), pages 1130-1147, May.
    4. Samuel Nocito & Alessandra Venturini, 2022. "Does Cooperation among Institutions Foster Migrants Inclusion? Evidence from a Case-Study on Financial Literacy in Italy," Working Papers 10/22, Sapienza University of Rome, DISS.

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