Explaining Convergence: The Accreditation Strategy in City Branding

Can-Seng Ooi

    Research output: Contribution to conferencePaperResearchpeer-review

    Abstract

    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.
    Original languageEnglish
    Publication date2012
    Number of pages15
    Publication statusPublished - 2012
    EventChina Symposium 2012: Chinese Mega-cities in the World - Stockholm University School of Business, Stockholm, Sweden
    Duration: 29 Aug 201231 Aug 2012
    http://www.fek.su.se/China-Symposium-2012

    Conference

    ConferenceChina Symposium 2012
    LocationStockholm University School of Business
    CountrySweden
    CityStockholm
    Period29/08/201231/08/2012
    Internet address

    Cite this

    Ooi, C-S. (2012). Explaining Convergence: The Accreditation Strategy in City Branding. Paper presented at China Symposium 2012, Stockholm, Sweden. http://www.ooi.dk/articles/ooi12acc.pdf