Assessing South African metropolitan cities’ online place brands

This exploratory paper assesses the websites of South Africa’s eight metropolitan cities to ascertain how each uses place branding to anchor itself in the global economy. The paper commences by describing the evolution of South Africa’s local government landscape. After that, the paper pivots place branding as a competition-setting process. Next on the agenda is a discussion on the role and significance of metropolitan cities in driving nation-state economic growth and a description of well-functioning websites, which form the framework of analysis. A presentation of the websites of each of South Africa’s metropolitan cities follows this. The paper uses screenshots to guide this presentation. The paper illuminates significant gaps and oversights in projecting South Africa’s metropolitan cities to the international community, tourists and businesses. The paper concludes by offering reflective notes on the need for intensified place branding processes in South Africa. The paper contributes to place branding scholarship by interrogating the efficacy of platforms that are becoming pervasive in transporting narratives and agendas far beyond territorial borders. It diversifies the place branding discipline and advocates for its further exposition and understanding.