The death of the city centers : A qualitative study of the use to brand city centers

Abstract: Place branding originates from the original term branding and attempts to brand a place instead of a product. Current place branding theories are blurry and many theories have occurred, which has caused confusion among the research community. Place branding theories have mainly focused on branding tourismdestinations, countries, cities and places and not on branding city centers. This study aims to explore the place branding components that are essential when branding city centers and create an adapted model for city centers.Purpose:The purpose is to explore how the place branding components can be applied to city centers.Research questions:RQ1: How can place branding be used in order to brand city centers?RQ2: What components of place branding are essential when branding a city center?Methodology:Qualitative approach, cross-sectionalstudy, semi-structured interviews.Conclusion:The new model suitable to apply on city centers is named City center branding model and includes the following components: City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation. Key words:Place branding, city center branding, City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation.