An implementation-oriented framework for city branding: a context-sensitive and ready-to-use approach

Abstract

In a rapidly urbanizing world, city branding has evolved from a positioning tool to a strategic instrument for urban governance and policy alignment, helping cities articulate shared visions, coordinate development, and engage diverse stakeholders. Yet, existing frameworks, whether conceptual or practical, often remain fragmented, lacking adaptability to varied urban contexts and integration across planning, communication, and governance domains. This study addresses these gaps by conducting a narrative review of 98 peer-reviewed publications from Scopus, Web of Science, and major academic databases. It examines the conceptual evolution of city branding and the relationship between city identity and city image, operationalizes these insights into a detailed and adaptable implementation framework. The proposed model follows five sequential steps across three phases, including pre-branding, branding operationalization, and post-branding, and embeds co-creation, cross-sectoral coordination, and feedback-driven learning as core principles. Rather than focusing on external positioning, the framework emphasizes alignment between strategic vision and lived urban realities, enabling cities to translate branding into coherent governance practice. By linking theory with implementation, the study contributes both conceptual clarity and an actionable roadmap for city governments and planners seeking to integrate identity, policy, and spatial development into a unified branding process.