Branding Cities, Changing Societies

Can-Seng Ooi

    Research output: Working paperResearch

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    Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place.
    Original languageEnglish
    Place of PublicationFrederiksberg
    Publisherimagine.. CBS
    Number of pages17
    Publication statusPublished - Jan 2010
    SeriesCreative Encounters Working Paper


    • Authenticity
    • Bottom-up
    • City identity
    • City ranking
    • Social change
    • Top-down

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