2. PART 1. CITY BRANDING
The City
Globalization and the rapid technological advancements have transformed the ways
in which the major cities now function. They are the centers of the world economy
based on services, as well as the place for the development and marketing of
products and innovations (Sassen 1991).
The Brand
The brand is more than a name given to a product; it embodies a whole set of
physical and socio-psychological attributes and beliefs. (Simoes & Dibb 2001).
“I would say that anything for which you can construct a mental inventory is a brand.”
(Wrench 2001).
The City Branding
-What is city branding?
-The implementation of coherent strategies with regard to managing the resources,
reputation and image of cities (Dinnie 2011).

3. City branding centers on people’s perceptions and images and puts them in the
heart of orchestrated activities, designed to shape the city and its future (Kavaratzis
2008).
As cities compete globally to attract tourism, investment and talent (Dinnie 2011),
successful branding can turn a city into a place where people want to live, work and
visit (Salman 2008).
The 4 Trends in City Branding
I. Cultural Branding, based on the cultural production of the city
II. Event Branding, based on mega-events such as sports games
III. Flagship Construction, based on well-known constructions of famous artists
IV. Personality Branding, based on the work or life of an important person
(Kavaratzis & Ashworth 2005, Zervou 2013).
Key Issues in the City Branding practice
 Identifying a clear set of brand attributes to attract multiple audiences
 Adoption of a network approach in order for stakeholders to participate.
 Development of a sustainable brand and a sustainable city
(Dinnie 2011).

4. PART 2. THE CASE OF LISBON
Greater Lisbon
Population: 2.042 million residents
9 municipalities
One of the oldest European capitals, the
first settlement around 1200 BC

5. Important Events
1994  European Cultural Capital
2004  European Football Championship
2012  European City of the Year
Focal Points
Natural environment and rural areas
Neighborhoods with distinctive personalities
The cheapest capital of Western Europe
Rich nightlife
Birthplace of Fado, Intangible Heritage of Humanity

6. Investment
‘Lisboa, an Atlantic Business
Plan’: Strategic plan of
attracting inward
investment and new talent
‘Lisbon Incubators Project’:
Support for start-ups and co
working spaces
Residents
‘Smart LX’:
Open source database for
the development of smart
applications
‘Study in Lisbon’:
Education project for
attracting and sustaining
new talents
Tourism
‘Strategic Marketing Plan
for Tourism 2007-2010’
‘Lisboa Live’:
Up-to-date communication
for the city’s cultural events
‘Lisboa Card’: Access to
public transportation,
museums and landmarks

7. Vision
Competitiveness
Innovation
Creativity

8. PART 3. THE CASE OF SEOUL
Seoul Special City
Population: 10.140 million residents
25 districts
Established almost 2 millenniums ago as
the capital of the Baekjae Kingdom

9. Important Events
1995  Establishment of the City Marketing Taskforce
2002  FIFA World Cup
2007  Adoption of the ‘Soul of Asia’ slogan
Focal Points
Advanced technology
Popularity of the Korean Wave products and stars
Strategic partnerships  Manchester United sponsorship
Hosting of global conferences
Coexistence of traditional architecture and innovative design

10. Investment
‘International Finance
Center Seoul’: Large scale
development for the
rejuvenation of the city
‘Seoul Start-up Incubator’:
English-based start-up
media channel for attracting
overseas investment
Residents
‘Sharing City Seoul’:
Daily cultural and service
sharing platform
‘Digital Media City’:
Hi-tech complex for digital
technologies
Local celebrities talking
about Seoul
Tourism
Korean Wave Tourism:
Tourists visiting Seoul in
order to participate in
Korean Wave events
Medical Tourism
Branding to suit different
audiences

11. Vision
Creativity
Innovation
Smartness
Sustainability

12. REFERENCES
o Dinnie K, 2011, City branding, Palgrave Macmillan, Hampshire.
o Kavaratzis M & Ashworth GJ, 2005, 'City branding: An effective assertion of identity
or a transitory marketing trick?', Tijdschrift Voor Economische en Sociale Geografie,
96:5, pp. 506-514.
o Kavaratzis M, 2008, 'From City Marketing to City Branding', Rijksuniversiteit
Groningen.
o Salman S, 2008, 'Brand of gold', The Guardian, October 1st, available online:
http://www.theguardian.com/society/2008/oct/01/city.urban.branding [2014-03-
26].
o Sassen S, 1991, The global city, Princeton University Press, Princeton.
o Simoes, C & Dibb S, 2001, 'Rethinking the Brand Concept: New brand orientation',
Corporate Communications: An International Journal, 6:4, pp. 217-224.
o Wrench C, 2001, 'Should we rebrand Britain?', BBC News, May 8th, available online:
http://news.bbc.co.uk/2/hi/uk_news/1311521.stm [2014-03-26].
o Zervou A, 2013, 'The contribution of music festivals in city branding: The case of
Sónar- Festival International de Música Avanzada y New Media Art de Barcelona',
Panteion University.