ABSTRACT
This chapter introduces the concept of city brand vision, emphasising the importance of aligning stakeholder efforts and enhancing the city brand through a shared direction. It explores city brand identity, emphasising its characteristics—co-creative, pluralistic, dynamic, and interactive—and the three pillars: physical, behavioural, and symbolic identities. The chapter outlines how cities can develop a vision by integrating these identities with an envisioned future, categorised into preferable, probable, plausible, and possible visions. Case studies of Almaty and Amman illustrate the evolution of city brand identities and the necessity of balancing preservation and progress. Meanwhile, the case studies of Macau and Abu Dhabi demonstrate how a clear vision can unite city branding efforts. Additionally, this chapter introduces the City Brand Identity Map as a tool for managing city brand identities and the City Brand Vision Board to assist cities in identifying their future directions.
