Anything can have its identity enhanced by branding, which is a potent tool. This identity can take many different shapes and contain distinctive values that are representative of heritage. Many places are recognized as world heritage sites due to their significant historical features. Global recognition adds value to a country, signifying that the place represents a certain brand. In addition, branding provides acknowledgment and value to these heritage sites. However, there are still many sites that are neglected and abandoned, not receiving the attention they deserve. Countries, states, and cities are constantly competing to increase their branding value. Globalisation plays a significant role in this competition, as people tend to move to cities with higher branding value. As a result, smaller cities are at risk of being neglected. To counter this, new developments and opportunities are crucial for increasing the branding value of such cities.
Prioritising the promotion of heritage on the official websites of states and cities is essential for branding a place. This creates an image of the city, which in turn fosters globalisation, tourism development, and economic growth. Cities that can attract tourists and investors have better prospects for future investments and development. Cities use their own visual identity and architectural legacy to strengthen their branding. It is essential to actively protect cultural heritage by considering its significance and integration into the surrounding context. Additionally, cities should recognize that they are not just regular products but valuable resources that need to be preserved and enhanced. Therefore, development planning must always be grounded in reality.
City Branding
The perception that a city creates among its target viewers is known as “city branding.” It involves communicating the symbolic, social, and emotional value of a city, rather than just focusing on its image and quality. City branding is a slow process that relies on various strategic approaches, such as highlighting the built environment, leveraging the influence of famous individuals, and promoting significant events. The concept of brand identity is to communicate a brand in a way that makes it easily recognizable and offers a competitive advantage that people will remember. It provides people with an experience that they remember as positive. Through branding, a connection can be created between customers, leading to the development of higher brand values.
City branding efforts should encompass culture, history, economic growth, and social development, as well as infrastructure, architecture, landscape, and environment. This will create an identity that can compete and be embraced by everyone.
Benefits
Heritage has the potential to effectively represent a place brand by providing authenticity and credibility, showcasing cultural aspects, and attracting visitors. Universal branding towards our own culture and heritage is beneficial for various reasons, such as creating a destination spot for visitors and enhancing the value of the place. It also adds market value through local handicrafts, food, and music. By emphasising these aspects, we can plan heritage festivals at different heritage spots, incorporating locally available music and cultural activities, and providing a platform for people to showcase their talents. Planning for heritage trails or walks can further pique the interest of both locals and tourists by highlighting the main monuments and special characteristics of the place. Involving people from every sector, including students and professionals, helps educate them about the different aspects of the cities, while also presenting different economic and development growth opportunities for a city. This can also help in giving attention to our lost heritage spots by creating engagement of community and government with raising awareness that can further target the restoration and conservation efforts for these sites.
Possible Branding Approach
The approach to branding varies among different countries and is a valuable tool for urban marketing that is not uniform. It operates differently based on various strategic factors for each country, city, etc. Numerous researchers have outlined several stages in the branding process. According to Eran Ketter, these stages include analysis, planning, and execution. However, every location has distinct branding approaches towards different aspects that can be harnessed for great results. While branding considers the interests of all stakeholders, particularly the local community, its focus is on external target groups rather than internal ones. This opportunity also offers an empowered approach to our heritage, opening up new possibilities for their maintenance and utilising wise methods for building heritage as a resourceful asset. To effectively embrace the unique characteristics of a city, one approach is to engage local community groups and form partnerships with local organisations to strengthen the city’s positive brand image. Attracting more tourists and raising awareness are also important considerations. It’s crucial for people to avoid mistreating historical monuments, cities, and local areas. Careful planning is necessary for these strategies. In India, we often struggle to manage these activities due to a lack of awareness. It’s imperative to maintain our ethics, culture, and heritage if a place receives high appreciation. These approaches enhance the physical, tangible, and intangible qualities of a place, uplifting its character and providing a powerful symbol or logo that defines it.
Reference list:
Cvijic S., Guzijan J. (2013). Cultural and Historical Heritage – An Asset for City branding, VERSITA SPATIUM International Review
https://www.researchgate.net/publication/272076521_Cultural_and_Historical_Heritage-_an_Asset_for_City_Branding [Accessed: 02 August 2024]
Guzijan J. (2018). Building Heritage as an important factor of City branding, ResearchGate
https://www.researchgate.net/publication/325717495_BUILDING_HERITAGE_AS_AN_IMPORTANT_FACTOR_OF_CITY_BRANDING [Accessed: 02 August 2024]
Hammouda K. (2019). Heritage as a Key element of Cities and Destinations Branding, IEREK Press
https://press.ierek.com/index.php/ARChive/article/view/536 [Accessed: 02 August 2024]
Using Heritage in Place Branding, Historic England
https://historicengland.org.uk/images-books/publications/using-heritage-in-place-branding/heritage-place-branding/ [Accessed: 02 August 2024]
