The unesco creative cities network: A case study of city branding

Abstract

The importance of the cultural and creative industries (CCI) continues to grow as a result of increasing competitive pressure for cities to attract visitors, skilled labour and investors. Thus, cities must position themselves as creative places, and much of the development of the CCI sector takes place through city networks. Such networks can also support the ways cities position and brand themselves vis-à-vis the cultural and creative sector. An important CCI sector is gastronomy, which has become a key element of urban development plans. This study offers an exploratory perspective on the role of gastronomic city networks in city branding. More specifically, it is a case study of the UNESCO Creative City Network (UCCN) and the member cities of its gastronomy sub category. Sources of data within this case study are qualitative interviews of UCCN member cities, complemented by a document analysis and a webpage review. Insights from the empirical data point out several branding benefits associated with joining the UCCN. The exchange of knowledge, best practices and experiences emerge as the key benefits of UCCN membership. From a branding perspective, national and international recognition, attracting more visitors, investors and creative businesses are stressed. Opportunities for a more distinct brand identity, increased media, and citizen pride are some of the other favorable branding outcomes of UCCN membership. Drawbacks of the network include frustration with the levels of administration and bureaucracy, leading to a deficit in actual creative networking in regards to branding development opportunities.