Branding

City branding (also known as urban branding) refers to all the activities that are undergone with the purpose of turning a city from a location into a destination. “Successful branding,” says Robert Jones, consultant director at international brand consultancy Wolff Olins, “can turn a city into a place where people want to live, work and visit.”^[16] City branding is often confused with city marketing. The two differ in the fact that marketing uses consumer wishes and needs as its guiding principle for the operations of an organization, whereas in the case of branding a chosen vision, mission and identity play that role.