Global Place Branding Campaigns across Cities, Regions, and Nations

Strong commercial brands and city brands share features like history, quality of place, lifestyle, culture, and diversity in common. Residents’ experiences and beliefs of the city, the local communities and the core values of the city build on a unique image that lives in the minds of people. Defining and distinctive characters in the built environment make a place easily identifiable and well differentiated from other cities. Plenty of factors come together to make a good brand for a city.

Save this picture! I Love New York graffiti. Through branding, a city can be transformed into a place people want to live, work, and visit.

Under the umbrella term place branding, mental images and perceptions of nations, states and cities can strategically be projected. The same concept can be extended to places by applying branding techniques to the economic, political and cultural development of geographical locations. Cities across the world like Paris, Amsterdam and Jerusalem have similarly invested heavily in constructing magnetic brands for themselves.īranding is a tool primarily used in business and marketing to help people identify, and fabricate a perception of a company, an individual or a product. After 45 years, the resulting I Love NY campaign remains fresh in the minds of locals and tourists, successfully revamping New York City’s brand. To change perceptions about The Big Apple, the New York State Department for Economic Development approached advertising firm Wells Rich Greene to create an inviting marketing operation. The negative public image also kept tourists away, driving the city into a financial crisis. While the economy was down, crime rates were at an all-time high. The 1970’s were a dark time for New York City.

Global Place Branding Campaigns across Cities, Regions, and Nations