ABSTRACT
This chapter introduces the concept of city branding and presents the City Branding Canvas as a strategic framework for city branding. The discussion begins by clarifying city branding in relation to commercial branding, city marketing and promotion, and place branding, highlighting the evolution from city marketing to city branding as cities strive to differentiate themselves in a competitive global environment. The chapter outlines the benefits of city branding, such as attracting investors, guiding urban development, fostering collaboration, improving living standards, and enhancing civic pride. However, it also addresses the challenges related to stakeholders and identity. The City Branding Canvas is introduced as a strategic framework designed to integrate all essential components of city branding, focusing on organisation, vision, position, execution, and evaluation.
