![]() Aernout Smit/Wikimedia Rebranding Amsterdam to update its identity Ships of the Dutch East India Company, c. The second question relating to the appropriate scale of the territory: What situation fits Amsterdam the most? As a global community linked to a global culture, or communities that stand apart from the geographical and historical context of the Netherlands? ![]() ![]() The initial series related to the city’s identity: Can the urban brand operate as an umbrella, covering a multitude of stakeholders and audiences? Can it create a positive feeling in the mind of all those who meet the city that they want to develop a relation with it? How do citizens, tourists and firms develop a “feeling of affiliation”? My approach focused on communication, and Amsterdam’s “I Amsterdam” campaign – started in 2004, it’s one of the first examples of city branding in Europe and now one of the longest-lived – raised a number of interesting questions. Like nation branding, city branding contributes to structuring a city’s diversity into a narrative that can persuade, in the context of competition between cities, citizens, residents and visitors. Their common goal is to seek to develop among residents and visitors alike shared impressions that reveal the attractiveness of a particular place. ![]() “Urban marketing”, “city marketing” and “city branding” all fall under the same category, the methods for promoting territories. But to succeed they must identify key factors and values, and especially address the central question of identity. Facing international competition to attract people, jobs, firms and more, cities are establishing branding strategies. ![]()
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