How Can Cities Build Their Brand through Arts and Culture? An Analysis of ECoC Bidbooks from 2020 to 2026

Abstract

Recognizing the vital role of a positive city image in attracting stakeholders, urban officials are increasingly implementing cultural branding strategies to establish and highlight their city’s distinct character. Culture, essential in urban development, shapes identity and local economy, encouraging social cohesion and sustainability. According to existing research, strategies for branding places—and cities in particular—through arts and culture include associating them with a famous personality (such as Barcelona’s perceived connection with Gaudi), flagship buildings (like Paris with the Eiffel Tower) and hallmark events (as exemplified by Cannes and its Film Festival). The European Capital of Culture awarded annually by the European Union, which associates a city with a good cultural reputation, was a favorable starting point for this research. Fourteen EcoC Bidbooks brought forward by candidate cities bidding for the title within the 2020–2026 time frame were analyzed in order to investigate essential components of city branding. The study delves into aspects such as perceived image of European Capital of Culture candidates, problems behind this perceived image and ideal city image, revealing recurrent themes that define cultural European cities today. In addition, the research identifies new strategies that complete Ashworth’s list (such as culture tailored to a particular natural environment, alternative spaces turned into culture hubs, artistic transportation, historical moments and movements, culture gamification, grassroots culture, culture thematization, highlighting the cultures of minorities, cultural fusions and embracing local folklore and mythical creatures). This helps bridge a gap in the specialized literature on cultural place branding. The study’s originality extends to the analysis of Ecoc Bidbooks as a sum of cultural branding strategies proposed by the candidate cities. Each Bidbook is in fact a cultural vision of the city under optimum financial circumstances, thereby carrying a significant weight in the realm of research.