Strategic design to foster City-Citizen Interactions

Authors

  • Shalini Bisani Brunel University London
  • Youngok Choi Brunel University London

Abstract

Just as people are crucial to places’ existence, they are also essential to their brand. Motivated by the curiosity to explore the role of citizens in city branding, this research was undertaken by investigating extant theories, practices and – most importantly – citizens’ opinions on participating in the city branding process. The key research finding was that citizens’ perceptions of the city are formed by their experiences: in the city, including the physical and virtual space of the city, and with the city, through their interactions with its other inhabitants. This presented an opportunity to provide pragmatic guidelines to city marketers and governments to assist the development of citizen-centric branding initiatives led by strategic design. An Interactions framework was developed, placing citizens’ perceptions at its core and mobilising interactions across three levels: where the interactions can take place, who can aid the interactions and how designers can facilitate interactions to invoke participation. It became evident that design-led interactions can generate innovative ways of city branding.

Keywords: city branding, city brand management, City-Citizen Interactions, strategic design.

Author Biographies

Shalini Bisani, Brunel University London


Shalini Bisani recently completed her master's dissertation titled, Fostering Brand Advocacy via City-Citizen Interactions, which examines socio-physical interactions between cities and their citizens, to deliver ultimate brand experiences. Her research interests lie in exploring the role of design in place branding, user-centric branding and consumer marketing. She has won many design-led innovation prizes including the British Telecom Design Prize 2015 and Heathrow Airport Walls Design 2015.

Youngok Choi, Brunel University London


Dr Youngok Choi is a Senior Lecturer in College of Engineering, Design and Physical Sciences at Brunel University London. Her research interests encompass the role of design in economic growth and improving the quality of people’s lives, and hence sustainable development. The strategic use of design underpins much of her research activities. She has been involved in many design research projects including Design Policy and Strategy, Social Impact of Design, Brand Strategy, and Social Innovation.

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Published

2016-11-29

Issue

Vol. 9 No. 3 (2016): Sept/Dec

Section

Articles

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