Elements of Identity
Branding is a marketing practice that is typically used to sell products and services. Elements of a brand identity include culture, visual symbols, slogans, mission & vision and values. City branding tends to revolve around a slogan that identifies the unique character of a city. For example, I ❤ NY has been used since 1977 to promote tourism to New York City. Branding can theoretically extend to everything a city does including bylaws and urban design. For example, if a city has a reputation for its music scene, bylaws might be designed to support the evening economy.Organic vs Artificial
City branding may be either organic or artificial. Organic branding celebrates the current culture of a city including any unique features, no matter how humble. Artificial branding sells a vision for the future of a city that isn't yet a reality. For example, a city may attempt to brand itself as a center of creativity, innovation or science without having much of an innovation economy.Generally speaking, organic branding is far more effective even if that means that a city focuses on something seemingly mundane such as a local craft, food item, geographical feature, legend or historical event. It is possible for small cities to design valuable marketing campaigns around something as seemingly trivial as corn or avocados. Ideally, organic branding begins on its own as an unofficial nickname for a town. Large cities with a diverse culture tend to develop broad slogans that capture an emotion.Neighborhood Branding
It is common for large cities to recognize the unique identities of neighborhoods with branded features. For example, a city with a lively Chinatown might include urban design features inspired by Chinese culture.| Overview: City Branding | ||
Type | ||
Definition | The use of marketing techniques to reinforce the unique identity of a city in the minds of citizens, visitors, companies and investors. | |
Value | Improving the quality of life and economy of a city. | |
Related Concepts | ||
