ABSTRACT
This chapter introduces the concept of city brand organisation, focusing on the characteristics of a successful city branding agency and the importance of stakeholder engagement. It explores various agency types: local government, semi-independent organisations, and public-private partnerships. Effective stakeholder engagement is emphasised as critical, with strategies outlined for engaging diverse groups. Case studies provide practical insights: Songdo showcases public-private collaboration in smart city branding, Cebu demonstrates adaptability in creative city governance, Ningbo highlights challenges in stakeholder alignment, and Fukushima illustrates recovery through collective stakeholder engagement. The chapter concludes by presenting the Stakeholder Engagement Map, a tool for planning and managing stakeholder engagement.
