HOW CAN CULTURAL STRATEGIES AND PLACE ATTACHMENT SHAPE CITY BRANDING?

Abstract

In the context of globalisation, which forces cities to compete against each other in a race for attractiveness, having a powerful brand image can help attract and retain proffesionals and visitors alike. This article is a literature review that aims to highlight the particularities of building a city brand through cultural strategies. Whether authorities focus on a local personality, flagship buildings, large recurring events, cultural neighborhoods or an art theme in order to build a brand image, culture is seen as a succesful tecnhique for ensuring the distinctivenes of cities. The article also focuses on place attachment, which is the positive, emotional bond that people develop with certain cities. Cultural events (such as art festivals) have a mediating role in place attachment and city brand equity, and can increase the level of loyalty for a place.

Keywords

• city branding
• cultural strategies