Urban Tourism: Destination & Brand Equity Management

Abstract

The strategy of city branding has been recognized by city authorities as a strategic way to be competitive with other world cities. This research proposes the need for a broader understanding of the role of graphic design and graphic designers in city branding strategies. It explains what city branding practice is, and why the engagement of graphic designers for the process of city brand development is significant in producing successful city branding. The study also explores the research strategies and creative practice of graphic designer when developing city brand identities. The research, therefore, contributes to building an understanding of the graphic designers' professional practice. It also discusses branding implementation and strategies needed to make the brand sustainable. The findings will be of particular interest for graphic design students, graphic design educators, city authorities, place marketers and any other parties that have concern about city branding practice.