Fragmented Identity - Exploring the Consequences of City Branding in Practice

Abstract: City branding is a relatively new and emerging field, yet growing in importance as cities around the world increasingly compete for resources. Whether they want to attract more tourists, new residents, or economic development, cities engage in various strategic marketing initiatives in an effort to shape people’s perceptions and experience of the city. Our aim is to gain an understanding of how city branding strategies impact stakeholders in public organizations. As such, we conducted a qualitative, interpretive study at a public international school. The school became part of the city’s branding strategy as an infrastructural investment to attract international companies and employees to move to the city. Our study shows the inherent complexity of city branding in this context and uncovers a number of implications for the organization, not least of which was a fragmented identity. While there is no single best way to engage in city branding, we argue that certain measures can be taken to help mitigate the risk of incurring such negative consequences, which warrant further attention. Ultimately, we seek to advance the practical understanding of the implementation of city branding activities and offer insights that could potentially help other cities participating in similar projects.