ABSTRACT
Coded language was used to explain why some people chose to live in a neighborhood with people who looked like them, and usually had a similar socio-economic standing. While this might not be something neighborhoods actively brand, the coded language is part of the existing brand image. People might know that something is a “bad neighborhood” based on its presence on the nightly news for high crime risk. These filters are used when people select where to live or visit, and thus spend money and social capital.
