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The role of architecture and integrated design in city branding

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Abstract

This article seeks to enrich the current discussion on place branding through a critical examination of the role of architecture and integrated design in branding a city. While accepting that there has been a significant contribution from the fields of product branding and corporate branding to the field of place branding, the article will argue that cities need a distinctive form of branding – one that is design-led and based on social innovation policy, combined with architectural theory and practice. In addition to this, the article will also present a new case study that will highlight in detail how an integrated design strategy is currently being applied in practice in Australia, and how this strategy can contribute to city branding.

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Authors and Affiliations

  1. Faculty of Design, Swinburne University of Technology, Melbourne, Australia

    Gjoko Muratovski

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  1. Gjoko Muratovski
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1holds a PhD in Design Research and Corporate Communication Strategies, with specialisation in Branding and Public Opinion Management. He has nearly 20 years of international, multidisciplinary design experience spanning from Europe and Asia, to the United States of America and Australia. He has also been working and collaborating with the United Nations Association of Australia, Toyota, Greenpeace, NASA Johnson Space Centre, UNESCO World Cultural Heritage, World Health Organisation (WHO), Department of the Premier and Cabinet of South Australia, Office of the Prime Minister of Macedonia, Dumfries and Galloway Council of Scotland, Ehrenberg-Bass Marketing Science Institute and others. He is also the Programme Coordinator for Design/Business Double Degrees at the Swinburne University of Technology, and Chairman of the agIdeas Research Conference: Design for Business – part of the agIdeas International Design Week (Australia).

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Muratovski, G. The role of architecture and integrated design in city branding. Place Brand Public Dipl 8, 195–207 (2012). https://doi.org/10.1057/pb.2012.12

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