Explaining Convergence: The Accreditation Strategy in City Branding

It is widely assumed that the practice of city branding attempts to frame the place in a unique manner, so that it will stand out globally. The assertion of uniqueness has become an institutionalized global practice for celebrating city identity. The emphasis on uniqueness in the place brand however overshadows another important complementary – but under-theorized and tacit – strategy: the accreditation approach. This paper gives attention to the accreditation strategy while presenting the branding of Singapore as a tourist destination. By looking at the Formula One car races in Singapore and the newly built casinos/integrated resorts, this paper argues that the Singaporean authorities are actually making Singapore less unique and more similar to other cities. This strategy is advantageous because these new but familiar attractions draw the attention of the global masses and accredit Singapore as vibrant, glamorous and trendy. So, this paper shows why city branding authorities are learning from each other and pursuing similar ways in place branding. This partly explains why cities are becoming more alike, rather than different.