Branding the City

Reference work entry

Gjoko Muratovski examines the role of architecture and integrated design in branding a city to conclude that originality is the key to establishing a distinctive identity.

For thousands of years, architecture has been used to promote the power of the state. One has only to think of ancient Greece and imperial Rome to bring examples to mind. Closer to our own time, Napoleon embarked on a reconstruction of medieval Paris, a cause taken up by Napoleon III and Baron Haussmann to build the ‘capital of capitals’ to glorify the French empire. To flaunt the power of the Third Reich, Hitler visualized—though failed to realize—a mighty Berlin to dwarf Paris, while in Italy Mussolini resolved to make Rome greater than the Rome of Augustus. Red Square in Moscow was adapted to accommodate the grand ceremonial of the May Day military parades. Likewise, in the United States, George Washington commissioned the French architect, Pierre Charles L’Enfant, to design Washington, D. C. as a model for...


  1. Muratovski, Gjoko, ‘The role of architecture and integrated design in city branding’ in Place Branding and Public Diplomacy (volume 8, Issue 3). Palgrave Macmillan, 2012.Google Scholar

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