We are increasingly seeing signboards such as ‘I Love Delhi’, ‘I love Mumbai’, ‘I Love Bhopal’ and many similar ones in various Indian cities which are trying to connect with their citizens and branding themselves to attract investment and people. Is it a successful branding strategy for cities? Or, the similar approach of every city will not help them in long run and these insignias will remain selfie-points for millennials. An analysis…
Many cities around the world have tried to position and reposition themselves to attract investment, skilled talent, tourists and others for their overall development, promoting their culture, and heritage. Few cities have been able to develop a unique identity but many remain a general urban agglomeration. Though every city has their unique characteristics and culture but they have failed to make it a brand. Take the example of Varanasi, the city is well-known globally as the spiritual capital of the world. Local governments in Varanasi have not made any specific effort to build that brand but it was built over decades. The experiences of local citizens and tourists helped in the making of that brand. It proves a point that the branding exercise of the city is not limited to making colourful logos, and running advertising campaigns. It requires a lot more. There are many things which help cities build a brand and these include their history, monuments, geographical and demographic features, cultural practices, tourists’ attractions, cultural events, business or industrial activities, quality of life in the city, climatic conditions etc. All these collectively give cities a distinctive positioning among others.
Branding of modern cities
The branding of modern cities generally revolves around the quality of life, the standard of infrastructure and facilities in the city. The branding of a city based on its strengths can make it desirable. Since the social media has become a strong communication tool. The experiences of people living in the city or visiting the city matter a lot. Their interaction with cities and their people creates a perception in their minds and they share it openly on digital media.
In general advertising and marketing language, the branding exercise of any product depends on its fundamental properties. So what are cities? Cities are places where people come for opportunities and good quality of life. A good city must offer equitable economic opportunities, considerably good health and academic facilities, pleasant climatic conditions, an efficient public transportation system, recreational facilities, adequate housing facilities, and well-organized civic services. Every city should continuously work to update the standard of its services.
The second step in making a city brand is to market its positive features through various modes of communication. Not every city needs to have, though they must strive, all the essential characteristics of a desirable city. Many cities also need to change the perception of people. Take the example of Beijing, the city was known for poor air quality for many years. The local government and other government agencies worked on solving the issue. With visible changes in air quality, Beijing has been able to change its image. Cities can only make themselves a brand only when they have worked on improving their quality of life and other fundamental features for running cities with ease.
If one city can change their image, others in a similar situation can also do it. Whenever we discuss the issue of air quality with colleagues in India and abroad, the image of the most polluted city has stuck with Delhi. Many people think twice before coming to the national capital in the winter season; especially those having some health condition. A friend working in an academic institute told me that they had to face difficulty in arranging student exchange programs with European countries because the faculty in the institutions worry about the health of their students. Delhi cannot become a healthy city unless the issue of air quality is addressed. The functionality of the city and their brand image go hand in hand.
Learning from the best
New York is among the few cities which have been successful in building a brand. According to a Guide to Branding a City by Dan Salganik, “As the old saying goes, ‘If I can make it here, I can make it anywhere – a saying which has drawn millions of people to the bright lights of New York City. The spirit of success is one that’s a fundamental pull of New York, the idea that with enough drive, hard work, and determination, anything is possible. This message is everywhere you look – branded on coffee mugs, snow globes, and T-shirts sold on curbside stalls, written into the very concrete of Fifth Avenue and on the walls of the Empire State building. It’s an integral part of the city itself.
“While New York City has no competition in this area, as no other city comes close to the can-do vibrancy of the city and the people, there is constant branding reinforcing the idea that success is within reach, no matter where you start. From songs by popular artists to references in movies and novels, New York City easily maintains its position as the place to achieve your dreams.”
The city worked on building its brand in late 1970 by designing its “I ❤ NY” logo. The logo was designed by American Graphic Designer Milton Glaser to reposition New York State and city as a happening city and attract tourists and make it desirable for people. The main intent was to boost tourism. This exercise was so impactful that many cities around the world blindly aped the idea. However, every city was not able to make it a success. The major reason for the success of New York City’s branding strategy was its engagement with people and highlighting the key features of the city’s life. The city does not just brand its urban imagery but lives up to the expectation of the people. The success of their city branding can be gauged by the spiralling effect of their strategy in many cities mimicking their strategy.
There are many Indian cities which can create unique brands but it requires consistent efforts. Cities will have to work on their branding strategy which should be in sync with their development plans. Both things will go hand in hand and cannot be done in silos. A city like Bengaluru has done it. It has become the centre of IT activities by attracting major global conglomerates. It has positioned itself as the Silicon Valley of India by producing most of the Indian unicorn companies. Every city needs to study their demographic, economic, geographical and industrial strengths and build a brand image around them.
Cities are places where people come for opportunities and good quality of life. A good city must offer equitable economic opportunities, considerably good health and academic facilities, pleasant climatic conditions, an efficient public transportation system, recreational facilities, adequate housing facilities, and well-organized civic services. Every city should continuously work to update the standard of its services