Abstract
City brand is a valuable asset that improves the competitive advantage of the city in the globalisation era. Relying on uniqueness and utilising various methods, cities endeavour to promote their reputation and sustainability level by attracting the capital and human resources. In the intense competition between the global cities, recognition of the factors that enhance the city’s reputation will improve urban planning and management framework. This study explores how the city could obtain the reputation that it deserves through a more in-depth study of the city branding phenomenon. For this purpose, some of the city branding practices criticised using the empirical analysis method. The finding highlights that although city branding with its complex nature is an effective tool for promoting the city’s reputation, residents and their priorities have an insufficient concentration in many city branding practices.
Highlights
Cities and megacities are faced with the impacts of globalisation and are confronted by reforms in their economic, cultural and social mosaic
Globalisation and economic crises are phenomena that have accelerated the competition between cities toward the attraction of capital and human resources
This study attempted to present an insight into the various factors at different levels that affect the city brand and the city’s reputation
Summary
Cities and megacities are faced with the impacts of globalisation and are confronted by reforms in their economic, cultural and social mosaic. Interest in city branding may be perceived as a component of a broader recognition framework that cities can benefit from implementing coherent strategies concerning the management of their resources and reputation The inappropriate understanding of the factors that affect the city’s reputation cause sometimes urban managers and policymakers act without specific plans and strategies or, in some cases, take independent and even conflicting actions. This may cause many disadvantages to cities and, generally, the public interest of citizens due to the cost of lost opportunities. This study explores how the city could obtain the reputation that it deserves through a more in-depth study of the city branding phenomenon by establishing a systematic and rational correlation among these factors
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