Exploring place branding in the Global South: the case of Johannesburg, South Africa

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2 Citations (Scopus)

Abstract

This paper presents two points of discussion. Firstly, the paper contends that through the efforts made by the city of Johannesburg (CoJ, the council) in branding, there is scope to explore cities in the Global South from other perspectives other than the popular obsessions of poverty, informality and violence that currently litter literature on exploring urban issues in these settings especially amongst scholars in the developed world. Secondly, it argues that the CoJ, through its consecutive place brands, has complicated its relationship with different stakeholders including residents and businesses. This is because in comparison to other cities in South Africa and in Africa more generally, the city of Johannesburg has managed to develop strong, recognisable place brands over time. While this is lauded, it leaves room to ruminate about the necessity of place branding in a city that is encumbered by huge socio-economic divides.

Original languageEnglish
Pages (from-to)232-243
Number of pages12
JournalPlace Branding and Public Diplomacy
Volume20
Issue number2
DOIs
Publication statusPublished - Jun 2024

Keywords

  • Aspirational
  • Global city
  • Global North/South
  • Johannesburg
  • Place branding
  • Urban poor

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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