The Embeddedness of Branding and Marketing in City Governance in the Developing World

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Author(s): Joshua Mugambwa (Makerere University, Uganda), Annet K. Nabatanzi-Muyimba (Makerere University, Uganda)and Vincent Obedgiu (Makerere University, Uganda)
Copyright: 2018
Pages: 17
Source title: Handbook of Research on Urban Governance and Management in the Developing World
Source Author(s)/Editor(s): Joshua Mugambwa (Makerere University, Uganda)and Mesharch W. Katusiimeh (Makerere University, Uganda)
DOI: 10.4018/978-1-5225-4165-3.ch023

Keywords: Business Science Reference / Government & Law / Public and Sector Management / Urban & Regional Development

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Abstract

City branding and marketing is gaining more attention as cities compete on a global scale in attracting visitors, investors, talents, and inhabitants. Websites are used among other mechanisms to market cities as brands. Brands exist as distinct themes, logos, slogans, symbols, and content. Using review of literature, this chapter examines the embeddedness of city branding and marketing in city governance in the developing world. Symbolic elements that differentiate city brands should be exploited in embedding city marketing.

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The Embeddedness of Branding and Marketing in City Governance in the Developing World

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