A Tale of Two Re-branded Cities: Riga, Latvia and Aarhus, Denmark

Gunta Ločmele, Birthe Mousten
2016 Procedia - Social and Behavioral Sciences  
This study shows how Riga and Arhus identified, formulated and communicated city re-branding. Our analysis concentrates on resident responses to city re-branding and how such responses could force the municipalities to withdraw their re-branding. A city loses its identity if it is globalized. In the Riga and Aarhus cases, the municipalities tried to find a global voice, which contradicted local traditions; and in both cases, the redefinition of city image took place top-down and not bottom-up.
more » ... he two cases may not prove to be a golden rule, but should be a warning against rash city re-branding decisions made by municipalities.
doi:10.1016/j.sbspro.2016.09.093 fatcat:5stlfcmwrrdnrdwk3l5lxtezsa