6uwu8KfUTSHc6sHH8HJkCPgZV4w Digital City Briefs - 30 Global Cities: Global Brand Identity

Friday, June 1, 2012

Global Brand Identity

Cities are becoming more like corporations. They are making explicit efforts to brand themselves on the global stage. New York City’s “I Love New York” and Hong Kong’s “Brand Hong Kong” campaigns aim to create an international brand recognition, which would attract tourists and direct foreign investment.  According to a recent research report by the McKinsey Global Institute, many of the emerging urban centers will be in the developing nations.  The focus will shift from the West to the East in the coming decades.

Some cities are pursuing major cultural institutions such as the Guggenheim Museum, to repeat the "Bilbao effect", which refers to an international branding and urban revival following the construction of a Museum in Bilbao by a noted architect.  Others cities such as Beijing and Rio de Janeiro are using major international events such as the Olympic games and the FIFA World Cup to remake their global identity. “Just as in the business world, building a city’s global brand must still be consistent with the city’s core values to achieve a long-lasting and successful outcome.

Beijing's Olympic Village:

 

Reference: Moore, Andrea, BRANDING THE GLOBAL CITY, SIPA NEWS, May 24, 2012
 
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