City Branding: Dynamic Perspective of the Trilogy of Culture, Identity and Image of the Place

Abstract

Branding affects cities/places, and is influenced by their tangible and intangible cultural resources and urban infrastructures. It interacts with the identity that is based on the culture of the place, allowing the development of new perceptions and images that enriched by spatial experience. Branding and marketing are important in the business domain. Academic research and practical knowledge about them has evolved, but there is a need to learn more about the application of branding in the context of cities, and how cities can effectively use its possibilities.

This paper is based on reviews of published literature dealing with (1) how to move from the concept of product and corporate brands to the concept of place and city branding, (2) how the branding of cities is related to the culture, identity, and image of the place, and the relationship between them, and (3) what are the strategic and new trends used to achieve the goals of an effective brands for cities.

The research attempts to highlight the dynamic relation between the basic pillars of city branding (culture, identity and image) through the discussion of conceptual approaches of branding. A three-poles model was discussed, in which the different relationships between them were drawn and the role of branding in the activation of that relationship was highlighted. The research recommends that the process of branding should be discussed through an integrated framework that addresses the triad of culture, identity and image as dynamic and changing pillars of place branding, and supported by a spatial experience and public participation.

By contributing to the theoretical discussion on the subject of city branding in Arabic language, this research opens the possibility for further investigation on the future of city branding and marketing, and the conditions for an effective use of integrated approach to city branding. Specific cases study research, especially in the Arab world, may contributes significantly to the ongoing discussions on the relationship between branding, place making and urban politics related to the revitalization of architectural and urban structures.