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THE IMPACT OF URBAN BRAND ON CITY ECONOMICS
Abstract
Cities of all sizes often labour over the decision to develop a brand strategy. For small cities it is increasingly becoming a matter of whether they can afford not to embrace the concept if they want to be better organized and be more distinctive and competitive. If the city is allocating funds to marketing programs without consistently clarifying what the city stands for, what it does best, and why it matters to customers, then it is risking (and possibly wasting) public funds. The article offers analysis of city brand influence on social component of sustainable urban development. In particular covering such traits as how city brand evolution helps forming local identity among residents (taking into account historical and cultural background of the city) and how city resident's loyalty to city brand affects their decision to participate in processes that shape sphere of life of the city.
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