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City identity is a distinct form of collective identity based on the perceived uniqueness and meanings of place, rather than group category and membership. A city’s identity is constructed over time through architecture, which involves three sign systems – material, visual, and rhetorical – and multiple institutional actors to communicate the city’s distinctiveness and identity. We compare Barcelona and Boston to examine the identity and meaning created and communicated by different groups of professionals, such as architects, city planners, international guide book writers, and local cultural critics, who perform the semiotic work of ­constructing city identity.

There has been much research on city marketing, but some practical aspects remain unaddressed. One challenge is the development of a distinctive city identity. Traditional marketing tactics often ignore, deny, and marginalize the city identity. A more integrated and holistic approach is needed. As a complementary tool, city branding can overcome the shortcomings associated with traditional marketing. The purpose of this chapter is to show through case studies how two cities with different conditions went about developing their respective brand identities and illustrate how the identities were established through brand elements and promoted through coordinated marketing programs. Based on the two case studies, this chapter presents a process model for developing an identity in city branding. The model accommodates two different approaches to developing city identities. The first is applicable in the situation where a city is already strongly identified with its prominent existing heritage and cultural assets. The second is applicable in the situations where a city does not have prominent existing assets.

While the issue of “Blackness” has long pervaded American society, it has rarely been problematized in social science literature and treated as a taken-for-granted. This article utilizes in-depth interviews with second generation West Indian adults in New York City to examine the ways in which they conceive of their Blackness, both racially and ethnically. New York City is viewed as an important urban context that in many ways facilitates the formation of identity for this population. The assimilation process, or not, of second generation West Indians is also considered in terms of socioeconomic status and gender. The results indicate that second generation West Indians strongly identify with both their racial and ethnic identities, which in turn calls for a reconceptualization of “Blackness”. There is also evidence that points to New York City as a space of cross-cultural integration where identity formation is significantly impacted by the presence of other immigrants (and their children) that leads to a pan-immigrant or pan-ethnic identity among young New Yorkers.

This chapter explores the concept of branding in a contemporary competitive arena of places. The multi-dimensional interpretations of places offer a variety of possibilities to better understand the true essence of destination branding. One of the common interpretations of places is through the study of their images, as destination branding requires a thorough understanding of destination image. The important foundation and relation of destination image are specified and explained. The notion of destination branding has evolved from the fields of marketing and urban studies and has become a cross-disciplinary research area. Thus, the researchers explain that destination branding as well as ‘place branding’ are dynamic concepts that are being continuously being explored in academia for the benefit of practitioners in travel and tourism. This chapter suggests that the use of brand equity is also one of the frontier areas of study in ‘place branding’ as it emphasises the need to thematise destinations (e.g. for their historical heritage, cultural value, natural attractions, etc.) and places for residence (e.g. as green cities, creative cities, smart cities, etc.).

Cities by the sea have a strong identity which comes from the historic relationship between an urban community and the ocean and is important in attracting tourists. This chapter analyzes urban regeneration, waterfront redevelopment, touristic valorization, and marketing strategies used by seaside cities that, by sharing their maritime culture, have achieved integrated urban transformations. This is facilitated by developing a “collaborative commons” of producers and consumers for the touristic enhancement of the metropolitan area such as Naples.

This chapter discusses how an urban regeneration process, with culture as an economic asset, can contribute to creating a city brand and identity for the city of Mestre, a new habitat, and economic opportunities for the local community, as well as helping neighboring Venice tackle overtourism. This chapter highlights that places suffering from undertourism often are located closely to those suffering from overtourism. Urban regeneration policies driven by culture can be a key solution for both places, by creating a new future, identity, and economic opportunities for one community and for the other, in helping to regulate their touristic flows.

The aim of the chapter is to analyze the attitudes of young city inhabitants toward the traditional urban space (city center, neighborhood) and commercial space (the mall). When they spend their time, where are the places important for their individual activity and group identities? What role is played in their lives by the urban center and what by the mall? I searched for the answers to these questions using studies carried out on teenagers from two Polish cities: Krakow and Katowice (qualitative research: expert interviews and observations; followed by questionnaires on two samples: the first comprised 838 teenagers aged 13–16 attending secondary schools from the cities). The empirical research indicates two models of the urban spaces of young city inhabitants: the first one with strong meaning of the city center (which does not correlate with the everyday practices) and the second with “absent” traditional center and relatively strong neighborhoods. The neighborhood has the biggest potential for socializing young people as the citizens; the city center and the mall are – for teenagers – rather the spaces for “consuming.” It is vital to understand the developing typical relations of young people with urban spaces to see what the “city is becoming.”

Luxury fashion brands have started differentiating their investment strategies and enlarging their sectors of activity, for instance, entering tourism. The overlay between traditional behaviors and innovative strategies has left a mark on the cities and neighborhoods. This chapter explores the spatial distribution of luxury tourism infrastructure in Milan. This transition does not affect only preeminent locations, such as monumental squares and high streets, but also places traditionally excluded from the “luxury circuits.” The location of 5-star hotels and premium tourism facilities in Milan (Michelin restaurants and spas) differ from the general tourism infrastructure. The study identifies polarization in the touristic offer and a parallel influence in the real estate market.

The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected cities, and to compare the level of exploitation of digital communication for city branding between European and Slovak cities. We conducted empirical research in several phases, and the overall sample consists of 155 cities in Europe and Slovakia. The results of our research showed that European and Slovak cities use to some extent all the investigated tools of digital marketing communication in city branding with a dominant position of social media, both in terms of exploitation and importance for city branding in European and Slovak cities. European cities score significantly better than Slovak cities in all elements of the City Brand Hexagon, as well as in the overall city brand index. Therefore, city branding strategies in the best European cities can serve as a good practice example or inspiration for Slovak cities. Cities with lower rankings and scores on city branding should focus on strengthening their city branding or strengthening their digital communication. The possible trajectory is also the concerted strategy for the branding of the city and its digital communication.

Post-war Italy faced a transition from industrial reconstruction to a phase of mature capitalism characterised by massive internal migrations towards the north of the country. A rapid urbanisation process created large dysfunctional areas at the periphery of the main re-industrialising cities like Milan, Genoa and Turin. In particular Milan has been defined as the capital of the Italian economic miracle (Foot, 2001). But during the 1950s Milan's extended industrial areas were subjected to main socio-spatial transformations: from being a mix of industrial and rural communities just after the war, the peripheries of Milan turned into deprived areas lacking basic services and infrastructure during the 1970s, when social conflicts were increasingly rising. From 1968 to 1977 Milan was also one of the main stages of a cultural revolution that in Italy uniquely assumed deep political implications by undermining the fundamental institutions of the state (Balestrini & Moroni, 1988).