Abstract
Most post-industrial cities have a complex web of business and community needs, a diverse architectural heritage and aspirations that may conflict, as they compete for trade, inward investment and reputation. But negative perceptions can undermine regeneration and destroy the confidence of local communities, leading to the notion of a ‘lost’ city with no clear identity or brand. Consequently, this exploratory, empirical research examines how stakeholder perceptions of cities can be influenced by visual evidence of change in the street environment. Reference is made to a survey of community perceptions about Bradford, UK, and a visual audit of four main corridors through the city that affect its reputation and brand. Crucially, we identify that a concerted effort to market the city periphery, rather than its streetscape, not only creates a narrow and negative perception of the brand, but also limits views of what a ‘good’ urban environment, and city, might be.
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The authors wish to thank the Bradford Landscape Planning Department for their assistance in carrying out this survey.
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1lectures on Innovation and Marketing at Bradford University School of Management. Her research focus is on how design and visual evidence of change can enhance city brands. This work is grounded upon a series of ongoing projects with the local business community and Bradford City landscape planning department.
3carried out research into Bradford corridors for her MBA thesis at Bradford University School of Management, and is currently involved in projects to enhance the work environment of this city.
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Trueman, M., Cornelius, N. & Killingbeck-Widdup, A. Urban corridors and the lost city: Overcoming negative perceptions to reposition city brands. J Brand Manag 15, 20–31 (2007). https://doi.org/10.1057/palgrave.bm.2550107
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DOI: https://doi.org/10.1057/palgrave.bm.2550107