City Branding as a Tool for Urban Regeneration: Towards a Theoretical Framework

Viktorija Prilenska


This paper studies the concept of city branding in general and its objectives, and examines the most common branding strategies – the creative city and the experience city. Further on, the paper elaborates on the notion of image-reality consistency and explores the role of flagship developments in branding and urban regeneration. Consequently, a strong casual link between city branding and urban regeneration is established.


city branding; creative city; experience city; flagship developments; urban regeneration

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DOI: 10.7250/aup.2012.002


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