Importance of Branding of a City in the 21st Century - Coursework Example

As phenomenon elements such as globalization have emerged in the 21st-century cities around the world were pressured for promoting a city as a brand. This was recognized by many governments to invest cities into a market to attract global visitors. In order to approach the branding strategies of a city, the paper focuses on investigating the elements that go into branding a city and understanding the importance of branding a city in the 21st century.

Case study researches and journals were undertaken throughout the study of city branding. A variety of selected case studies were to support the analysis of the paper such as the colonial and the historical experience of Malawi to identify character branding, the architecture of Guggenheim museum to discover the power of fine arts, and the sustainable and ethical tourism of Cancun were the key resources to highlight the importance of studying city branding.

Moreover, the investigation of branding elements is recommended by the author for further study in order to thoroughly analyze how these elements are incorporated in cities nowadays.

"For many businesses, the brand name and what it represents are its most important asset--the basis of competitive advantage and of future earnings streams.”
(Aaker, 1991).

Marketing is an arena where the basic norm is to promote visibility. Visibility, in turn, depends on the positioning which again depends on branding and the equity commanded by the same. This research paper focuses on the elements that go into branding a city so as to understand the importance of branding a city in the 21st Century.

Globalization has had far-reaching effects on the way cities are perceived. In this age of increased information and access, it has become imperative to present cities as brands, not just organizations or celebrities. This has prompted cities the world over to study and implement strategies that will accentuate brand equity as this is the greatest indicator of, and the base for, the calculation of returns on investment in terms of having a definite character of each city that makes it a distinct brand.