Branding the City as an Attractive Place to Live

Abstract

As a sense of urgency grips many city authorities to create a brand for their urban place, the needs, interests and values of important stakeholders might be overlooked. One group is often neglected in the process of building city brands. Undervaluing the stake that residents have in shaping and enhancing a city’s brand could undermine the aims and intentions of a city’s original brand strategy. While it might be unrealistic to satisfy the demands and desires of all residents, they are instrumental in building the city brand, as they ‘live and breathe’ the city’s brand identity. Residents’ attitudes and attachment to the city where they live, work and play can influence the perceptions of tourists and visitors through their recommendations and complaints. Residents’ skills, talents and entrepreneurial drive also contribute to the city’s and region’s growth and prosperity. In these and other ways, residents can add value to the brand equity of the city in which they live.