City-branding

 

One of the key differences between product and place branding is that every citizen of a place can be an ambassador and if they do not believe the hype, any dishonest representation of the city will fail. Therefore, branding a city is indeed “both a rational and an emotional engagement with place, aesthetics and everyday life” (Donald and Gammack, 2007). The concept of “structures of attention” affords a description of how people produce and consume the idea of the city by paying emotional attention to it” (Donald and Gammack, 2007). There are three types of structures, namely, aspiration, everyday life and nostalgia.