ABSTRACT
This chapter introduces the concept of city brand execution, outlining seven broad strategies that cities can employ to achieve effective branding outcomes. These strategies include creating brand communication campaigns, leveraging digital technologies, designing visual identities, elevating city experiences, re-imagining the city through placemaking, promoting placeful products and services, and attracting target groups with incentives. Case studies illustrate these strategies in action: Seoul's evolving branding campaigns highlight the power of integrated marketing communications; Xi'an and Rongjiang demonstrate the impactful use of digital technologies in city branding; Yogyakarta and Kumamoto show how visual identities can be crucial in defining a city's character; Harbin and George Town provide insights into the role of experience and placemaking in branding; Xuyi exemplifies the success of promoting placeful products, while Mumbai showcases how a city's organic identity can create a globally recognised placeful industry. Lastly, Shanghai's experience with talent attraction incentives highlights the complexities of aligning incentives with broader city branding strategies. The chapter also introduces the Strategic Prioritisation Map as a tool to help cities prioritise efforts and allocate resources effectively across their branding initiatives.
