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Branding the City as an Attractive Place to Live

In: City Branding

Author

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  • Andrea Insch

Abstract

As a sense of urgency grips many city authorities to create a brand for their urban place, the needs, interests and values of important stakeholders might be overlooked. One group is often neglected in the process of building city brands. Undervaluing the stake that residents have in shaping and enhancing a city’s brand could undermine the aims and intentions of a city’s original brand strategy. While it might be unrealistic to satisfy the demands and desires of all residents, they are instrumental in building the city brand, as they ‘live and breathe’ the city’s brand identity. Residents’ attitudes and attachment to the city where they live, work and play can influence the perceptions of tourists and visitors through their recommendations and complaints. Residents’ skills, talents and entrepreneurial drive also contribute to the city’s and region’s growth and prosperity. In these and other ways, residents can add value to the brand equity of the city in which they live.

Suggested Citation

  • Andrea Insch, 2011. "Branding the City as an Attractive Place to Live," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 8-14, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29479-0_2
    DOI: 10.1057/9780230294790_2
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    Cited by:

    1. Chad Milewicz & Kai-Michael Griese & Aliosha Alexandrov, 2017. "An international examination of private sector perspectives on city brand architectures," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 205-222, August.
    2. Diletta Acuti & Laura Grazzini & Valentina Mazzoli & Gaetano Aiello, 2019. "Stakeholder engagement in green place branding: A focus on user‐generated content," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 492-501, March.

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