CITY BRANDING: WHAT’S YOUR CITY’S NAME?

When you ask residents of big cities around the world, “what’s the word that best describes your city?” most of them will give you the same answer. Who is in charge of branding these cities? How is it related to money? And how do they even go about this process? This article presents three cities that were re-branded, changing the way people around the world see them.

The original article (in Hebrew) can be read here.