City branding is about identities, images, emotions, values, and stories. On one hand, it means brand development (communication) and on the other hand, location development (development of the „city“ product). But what specifically must a city brand be able to do? And does it differ from a product brand? The term „brand“ is probably primarily associated with consumer goods and certain ideas about them. Brands offer various advantages for producers and consumers, which are reflected in corresponding brand functions:
Unlike consumer goods, cities are organically grown entities.
The city is not reinvented like a product and then turned into a brand. It already exists, with all its existing characteristics, themes, and offerings, and cannot be equated with a consumer good in terms of its complexity. Therefore, the task is to filter out and highlight the aspects with potential.
Identification
For people to identify with their city, the city needs clearly defined and recognizable values. These values must be aimed at offering the population an attractive living space in the long term and presenting the city as unmistakable in the eyes of its target audience. Consequently, positioning itself is an important process for a city that creates the foundation for attractiveness, economic strength, and quality of life. Only a city that knows the challenges of the times, the local conditions, and its own strengths and weaknesses can react with appropriate measures, market itself accordingly, and present itself as a strong brand.
Even though a picture is proverbially worth a thousand words
Where no identity exists, advertising slogans and glossy images cannot sell anything either. Therefore, the identity-creating aspects of a city brand must be given the most attention. In principle, everything revolves around professionalizing communication and proactive location positioning.
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