[Podcast] Special Session “City Image and City Branding”: An Experts’ Discussion

7 October, 2024

A special session on the topic “City Image and City Branding” took place within the framework of the RTD 2024 international conference on “Fostering Sustainability” of the University of Economics Ho Chi Minh City (UEH). With the involvement of leading experts in the field, the session clarified the importance of building city image and branding through advanced approaches.

The special discussion session on the topic “City Image and City Branding” welcomed the participation of Dr. Trinh Tu Anh – Dean of the Institute of Smart Cities and Management, University of Economics Ho Chi Minh City, also the moderator of the session; Prof. Filipa Martins – University of Saint Joseph, Macau; Dr. Dong Su Yi – University of Economics Ho Chi Minh City; Ms. Le Thi Hanh An – University of Economics Ho Chi Minh City, along with more than 60 students, experts, and leaders with a particular interest in this field.

The discussion emphasized the role of building the image and brand of the city as the task of local authorities, organizations, and leading experts and of others to join hands towards building and creating a city with unique characteristics compared to other cities and as a place where we feel happy, healthy, and safe when living there.

“Visual Identity Patterns and Textures in The City of Macau, China”

Prof. Filipa Martins presented a case study project conducted in Macau in the past 2 years on texture and visual identity in the city. The professor remarked: “Macau is a relatively small city but has a long history of heritage. We would like to study the methods and the ways to preserve the visual identity of this city. We started doing basic research on infrastructure related to religious significance, and one of the things we had was a lot of patterns that identify the city as a heritage from Portuguese culture, not just Chinese. Therefore, we started to have a mix of culture and heritage, and we aimed to preserve this landscape.”

During the process, the professor and his team created a lot of digital and tangible products for the visual identity of a city. With the conclusion that: “Finding the identity of the city is very important so that in the development process, we should have methods to preserve those identities. What makes a city unique compared to any other city is something that everyone needs to do to have a unique mark and to create an image of the city in the eyes of everyone.”

*Further information regarding the presentation by Prof. Filipa Martins can be found HERE

Prof. Filipa Martins presenting the textures and the patterns of visual identity in Macau, China

“City Branding – Color-Centered Identity”

Dr. Dong Su Yi commented: “I think that when it comes to city branding, color plays an important role in shaping the image of a city; nevertheless, this factor is often not considered the main factor. Instead, other factors listed as architecture, culture, natural environment, and infrastructure tend to have a more significant impact on the image of a city. However, the use of color in city branding, marketing, and design can help create a distinct and memorable image. For example, a city that consistently uses a particular color scheme in its branding and visual identity can create a strong association between that color and the city, making it easier for people to recognize and to remember.” Therefore, each city should have a different color palette to create its brand, identity, image, and special tourist attractions in cities.

*Dr. Dong Su Yi’s presentation can be found HERE

Dr. Dong Su Yi’s presentation on City Branding – Color-Centered Identity

“Integrated City Branding to Solve Urban Challenges”

Ms. Le Thi Hanh An provided insightful information regarding her Doctoral thesis related to the application of the Integrated City Branding Framework to solve urban problems, to strengthen identity, and to increase urban competitiveness.

Applying the framework will help implement the following 4 points: (1) Solving urban problems from a long-term perspective based on city identity or city image; (2) Starting from the difficulties and benefits of the people, who are the target audience of city branding; (3) Addressing urban issues from a multidisciplinary, integrated perspective that includes tangible (in planning), intangible (perception/behavior of target audiences), important economic, cultural and social factors; (4) Communication strategies as a means to helping the government communicate with other targets listed as residents or stakeholders.

Ms. Hanh An emphasized: “That is why I propose this integrated city branding framework and this approach also overcomes the challenge for current city marketers because most people think that city branding is simply a means of communication.”

*Information reagrding the presentation by Ms. Le Thi Hanh An can be found HERE

Ms. Le Thi Hanh An’s presentation on Integrated City Branding to Solve Urban Challenges

Special Discussion Session

After the presentations of the speakers, a special discussion session took place to find solutions for building city branding and image. Many interesting questions and topics were discussed, noticeably the question: “Dear Prof. Filipa, according to your presentation, churches and heritage buildings in Macau have faced significant degradation, fortunately, I am also studying building degradation and maintenance. For other buildings, we can easily point out and systematize all the degradation; nevertheless, when it comes to heritage buildings, it is quite difficult, right? Which time is the right time for us to intervene in a facility that has deteriorated to optimize costs but is it too late? ”

In response to this question, Prof. Filipa stated: “I have lived in Macau for a long time, I have seen buildings completely destroyed not only by time but also by people. Religious buildings are a little different because they are related to Catholic Churches or temples; consequently, to do conservation and repair, it is necessary to seek approval from the government and the church, we can do it.

What is the problem exactly, if the government does not do anything, how can I solve it in my own way? Instead of going directly and painting all the buildings, I choose to use digital methods to preserve the buildings from deterioration. Because one day we will no longer have any buildings, on the other hand, we can still keep some of our digital archives, right?”

In short, to build a city’s brand and image, many factors are needed, including a strategy that is consistent with cultural identity, preserving the city’s unique characteristics and features in the face of rapid social development as well as solving current urban challenges.

*The entire discussion session “City Image and City Branding” can be accessed HERE

Author: RTD Organizing Committee – University of Economics Ho Chi Minh City

This article is part of the research series spreading applied knowledge from UEH with the message “Research Contribution For All – Research for the Community”. UEH cordially invites readers to wait for the next UEH Research Insights issue.

News, photos: Authors, UEH Department of Marketing and Communication