Leaderspeak | Marketing Cities
Cities are brands too We are increasingly seeing signboards such as ‘I Love Delhi’, ‘I love Mumbai’, ‘I Love Bhopal’ and many similar ones in various Indian cities which are trying to connect with their citizens and branding themselves to attract investment and people. Is it a successful branding strategy for cities? Or, the similar approach of every city will not help them in long run and these insignias will remain selfie-points for millennials. An analysis…
Ranjit S Chavan | President, AIILSG
any cities around the world have tried to position and reposition themselves to attract investment, skilled talent, tourists and others for their overall development, promoting their culture, and heritage. Few cities have been able to develop a unique identity but many remain a general urban agglomeration. Though every city has their unique characteristics and culture but they have failed to make it a brand. Take the example of Varanasi, the city is wellknown globally as the spiritual capital of the world. Local governments in Varanasi have not made any specific effort to build that brand but it was built over decades. The experiences of local citizens and tourists helped in the making of that brand. It proves a point that the branding exercise of the city is not limited to making colourful logos, and running advertising campaigns. It requires a lot more. There are many things which help cities build a brand and these include their history, monuments, geographical and demographic features, cultural practices, tourists’ attractions,
34 May 2022 | www.urbanupdate.in
cultural events, business or industrial activities, quality of life in the city, climatic conditions etc. All these collectively give cities a distinctive positioning among others.
Branding of modern cities
The branding of modern cities generally revolves around the quality of life, the standard of infrastructure and facilities in the city. The branding of a city based on its strengths can make it desirable. Since the social media has become a strong communication tool. The experiences of people living in the city or visiting the city matter a lot. Their interaction with cities and their people creates a perception in their minds and they share it openly on digital media. In general advertising and marketing language, the branding exercise of any product depends on its fundamental properties. So what are cities? Cities are places where people come for opportunities and good quality of life. A good city must offer equitable economic
