City branding aims to promote a city through marketing activities to alter external perceptions and encourage tourism, residents to move in, and businesses to relocate. It can be achieved by developing landmarks, nonprofit marketing, creating a strong identity, innovative services, and investments. The goal is to attract more tourists, investments, promote alternative places and sights, change negative perceptions, and create long-term prosperity by encouraging activities. Successful aspects to promote include entertainment, arts, and mega events, as demonstrated by campaigns for Athens, New York, Melbourne, and Amsterdam.

1. City Branding
City Branding is the promotion of a city with the
aim of encouraging certain activities to take
place there. It is used to alter the external
perceptions of a city in order to encourage
tourism, attract inward migration of residents, or
enable business relocation.

2. Ways to achieve that:
●Development of a landmark or flagship
●Non-profit marketing
●Create a strong identity of the city and believe in
its abilities to mark a real difference.
●Develop innovative services
●Investments on this strategy

3. Goal of city branding:
●Attract a bigger number of tourists
●Attract more investments in the area
●Promote the alternative places for visiting
●Promote the non-famous sights of the city
●Change the existing negative perception of the
city
●Encourage more activities to take place in the
area
●Long-term prosperity of its people

4. The basic aspects of the city to
be promoted:
●Entertainment
●Arts & Culture
●“Mega” events

5. Examples of successful city
branding campaigns:
●Rethink Athens (the transformation of the center of Athens in 2016 )
●I Love New York (the trademark is used since 1977)
●Your Melbourne, Not an ordinary city (2013-2016)
●I amsterdam