Winner of the 2009 Robert Park Book Award for best Community and Urban Sociology book!

Branding New York traces the rise of New York City as a brand and the resultant transformation of urban politics and public life. Greenberg addresses the role of "image" in urban history, showing who produces brands and how, and demonstrates the enormous consequences of branding. She shows that the branding of New York was not simply a marketing tool; rather it was a political strategy meant to legitimatize market-based solutions over social objectives.

chapter 1|22 pages

Branding and the Neoliberal City

part |2 pages

Part I From Image Crisis to Fiscal Crisis: 1964–1974

part |2 pages

Part II The Battle to Brand New York: 1975–1985

chapter 5|28 pages

Welcome to Fear City

chapter 6|32 pages

From Big Apple to the Summer of Sam

chapter 7|32 pages

Purging New York through I¤NY

part |2 pages

CONCLUSION: The Legacy of the 1970s

chapter 8|26 pages

New York City as a Symbol of Neoliberalism