rban development is a constantly evolving concept. Originally ocused on spatial, security, andsanitation issues, urban development has come to include an economic dimension, aimed at increasinga city’s attractiveness and international visibility. In a global economy, cities compete to attract talent,investors, events and tourists. To meet this challenge, cities are engaging in marketing and branding toimprove their image and position themselves on the international scene.As city branding has become a key urban development tool, city developers are aced with a multitudeo new questions: What is a city brand? How should it be developed and with whom? Whichcommunication tools should be used? How should the brand be managed?
established a working group on Brand Management and City Attractiveness in early2010. Chaired by the city o
, and with more than 40 cities participating, the group has metin
. These meetings have allowed city policy ocers to develop theirunderstanding o city branding and to share experiences. Through a mixture o case studies, workshops,city presentations and external expert presentations, the group has discussed city brand strategy, cityidentity, brand governance and brand management, as well as practical tools or promoting a city brand.The results are presented in this good practice guide, designed to serve as inspiration or cities engagingin city branding. However, the ndings presented here should not be considered as proven solutionsready or implementation in any European city. Cities are, by denition, multilayered and highlyvaried entities, where specic tailor-made policies are a prerequisite or durable long-term results. Thisguide thereore presents a collection o dierent solutions applied in dierent European cities, eachcharacterised by its own particular context.On behal o the entire working group, it is my hope and ambition that this guide will constitute auseul resource or EUROCITIES members who are engaging in the dauntingly complex and long-termendeavor o city branding.
Vice-president of Grand LyonWorking Group Chair