PUBLIC SPACES DESIGN POLICIES
Branding is an proces that makes it possible to sell a product to new customers, and also still can be sold to old customers and cities are use this for same aim. So city brandind is an proces that makes it possible to sell a city (or city products) to new customers, and also still can be sold to old customers (e.g. old inhabitants, investors, city-product buyers), too.
In order for a city to be a good brand, it must possess defining and distinctive characteristics that can be readily identified. These are functional as well as non-functional qualities. These include city appearance, people’s experience ofthe city, people’s belief in the city, what the city stands for, and what kind ofpeople inhabit the city.
City branding is understood as the means both for achieving competitive advantage in order to increase inward investments and tourism, and also for achieving community development, reinforcing local identity and identification of the citizens with their city and activating all social forces to avoid social exclusion and unrest» (Kavaratzis, 2004).
Causes of the complexity of city branding:
Most of the authors admit the fact that city branding is a very intricate issue. We are going to see what are the arguments that stress this statement. The uniqueness of a city brand lies primarily in its form as a network rather than an organisation with clear boundaries and internal structures
Also the political dimension is a hurdle to the strategic branding of cities. The political process restrains the efficiency of the strategic decision-making because of the man-making of the politician and the concern about their self interests : visible project for a good reputation, personal ambition.
What are the risks of city banding?
The problem with brands in general is that it elevates the product about itself and gives them more importance that they have. Secondly, The aim of the brand is to give a coherence to something which doesn’t have one normally. The risks with applying this technique to a city is that the city can become subject to « rationalization, ‘cleansing’ and the creation of clichés.» (Mommaas (2002)) Therefore, The city brand emphasises the social inequality because of the economic-oriented dimension and recommends an orientation more social in order to raise the civic pride.