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Living in Wonderland: Urban development and placemaking by David Twohig

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Building a Place Brand

Developers need to be less hung up on naming and ‘branding’ projects and focus on what real actions are being taken to deliver great places and products.

A place brand is something we most commonly associate with nations or cities, which often actively manage their image to attract people, business, investment and tourism. We are familiar with brands such as The Big Apple, The Eternal City and Sin City. Some cities have even positioned themselves as counterparts to more desirable cities, none more frequently name-checked than Paris – with everywhere from Beirut to Shanghai having been referred to as the Paris of the East. But place branding is also scalable to districts, neighbourhoods and consequently large-scale regenerative ...

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