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A Visual Identity-Based Approach Of Southeast Asian City Branding: A Netnography Analysis, Bahtiar Mohamad, Ridwan Adetunji Raji, Ghadah Alarifi, Ahmed Rageh Ismail, Muslim Diekola Akanmu

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Cities and places had been progressively being marketed as brands by using the concept of ‘City Branding', which is a unique idea. The scholars of ‘City Branding’ believed that the concept of branding helps the city in marketing activities. A city metaphorically could be seen as an entity given the advantage to display its visual characteristics to tourists, visitors, and residents. Unique visual identity such as iconic architecture and graphic design could make a city stands out from the others. Thus, the research examined the role of visual identity in city branding. Specifically, the aim was to contribute to better …