An Overview of Marketing Strategies for City Brand Communication in the Context of Globalisation: An Analysis of Effective Paths to Enhance a City’s International Image

Abstract

In an increasingly globalized world, city branding has become a critical strategy for enhancing a city's international reputation, competitiveness, and economic growth. This study adopts a qualitative, systematic literature review approach, employing the PRISMA framework to identify and analyze relevant studies on city branding and marketing strategies. Seven studies were selected for analysis, focusing on key aspects such as digital communication, stakeholder engagement, governance, and sectoral specialization. The findings reveal that digital tools, particularly social media, play a transformative role in amplifying global visibility and fostering stakeholder interaction. Further, brand equity, governance and sectoral specialization are key characteristics in how cities should formulate effective city branding strategies. International reputation, investment and the perception of the level of sustainability and innovation all increase through city branding efforts. Nevertheless, some challenges, including stakeholder alignment and long-term sustainability, may be worth exploring further. It provides valuable lessons for policymakers and practitioners doing branding of cities, urging for multi-dimensional strategies that incorporate digital tools, governance and cultural identity for global competitiveness.