ABSTRACT
This chapter introduces the concept of city brand positioning, focusing on how cities can develop a strong brand position that resonates with target audiences. It begins by identifying key target groups, including residents, visitors, businesses, investors, and export markets. The chapter explores the creation of a unique value proposition through three types of benefits: functional, emotional, and self-expressive. It examines various positioning profiles and addresses city brand architecture, including strategies such as house of brands, endorsed brand, sub-brand, and branded house. Case studies of King Abdullah Economic City (KAEC) highlight investment-led city branding initiatives, while Hong Kong reflects residents' preference to expand their city brand position. The case of Phuket underscores the need to re-evaluate its brand position in light of emerging challenges, and Bangkok illustrates the complexity of managing a city brand alongside other place brands. Additionally, the chapter introduces the City Brand Position Board as a tool for identifying core and supporting benefits and the City Brand Architecture Board to help cities develop strategies related to associated place brands.
