Urban Branding: The Politics of Architecture

By Gjoko Muratovski.

Published by Design Principles and Practices: An International Journal — Annual Review

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

City administrations and governments around the world increasingly resort to the use of urban branding (branding of cities) in pursuit of various economic, cultural, or socio-political objectives. As shifts in global, national, and local economic bases have forced cities to market themselves internationally in pursuit of new sources of revenue, the concept of urban branding has not only helped to “sell” these urban identities, but it has also inspired the creation of new ones. This process of societal transformation has been influenced by the increasing importance of immaterial and experiential stimulations such as culture and entertainment, which has lead the cities of the world to seek ever more stimulating experiences in order to remain competitive as cultural, tourist, or business destinations. While some cities have looked for inspiration in their history, others have transformed in such a way that they have erased all traces of their heritage and have reached out to architectural design and urban design in an attempt to achieve their political objectives. Consequently, in an attempt to attract attention, capital, residents, and tourists the field of architecture and urban design has become increasingly political in nature.

Keywords: Branding, Architecture, Urban Design, Politics

Design Principles and Practices: An International Journal — Annual Review, Volume 6, 2012, pp.45-58. Article: Print (Spiral Bound). Article: Electronic (PDF File; 554.259KB).

Dr. Gjoko Muratovski

Course Coordinator and Lecturer, Architecture and Design, Division of Education, Arts and Social Sciences, School of Art, Swinburne University of Technology, Brighton, Australia

Dr. Gjoko Muratovski holds a PhD in Design Research and Corporate Communication Strategies, with specialisation in Branding and Public Opinion Management. He has nearly 20 years of international, multidisciplinary design experience spanning from Europe and Asia, to the USA and Australia. Dr. Muratovski has been working and collaborating with Toyota, Greenpeace, NASA Johnson Space Centre, UNESCO World Cultural Heritage, World Health Organization (WHO), Department of the Premier and Cabinet of South Australia, Office of the Prime Minister of Macedonia, Dumfries and Galloway Council of Scotland, Ehrenberg-Bass Marketing Science Institute, and others. Dr. Muratovski is also the Program Coordinator for Design/Business Double Degrees at the Swinburne University of Technology, and an Advisor on Brand Development Strategies for the European-based agency IDEA Plus Communications whose clients include Porsche, Audi, Volkswagen, McDonald’s, and the Heineken Group.