Branding for cities: the case study of Baghdad

Cities pass through growth stages of distinction and deterioration. Many cities that have emerged distinctly in terms of their urban and economic characteristics may witness stages of deterioration and the loss of their competitiveness. This research clarifies the issues involved in the treatment of cities as brands used to gain competitive advantage and thus sustainable growth, unlike traditional development strategies that have proven no longer as productive as before. The research raises a question about the components of city branding and the most important sustainable strategies for branding a contemporary city as well as their impact on its competitiveness. To answer this question, it develops a comprehensive theoretical framework for the concept of city branding as sustainable development approach, and determines the most important strategies to achieve it. Four strategies are presented; differentiation, creative city, experience city and tourism city. Finally, indicators have been extracted that can be applied to make Baghdad a competitive city through the sustainability of its cultural branding.