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Exploring place branding in the Global South: the case of Johannesburg, South Africa

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  • Zenzile Mbinza

    (University of Johannesburg)

Abstract

This paper presents two points of discussion. Firstly, the paper contends that through the efforts made by the city of Johannesburg (CoJ, the council) in branding, there is scope to explore cities in the Global South from other perspectives other than the popular obsessions of poverty, informality and violence that currently litter literature on exploring urban issues in these settings especially amongst scholars in the developed world. Secondly, it argues that the CoJ, through its consecutive place brands, has complicated its relationship with different stakeholders including residents and businesses. This is because in comparison to other cities in South Africa and in Africa more generally, the city of Johannesburg has managed to develop strong, recognisable place brands over time. While this is lauded, it leaves room to ruminate about the necessity of place branding in a city that is encumbered by huge socio-economic divides.

Suggested Citation

  • Zenzile Mbinza, 2024. "Exploring place branding in the Global South: the case of Johannesburg, South Africa," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 232-243, June.
    • Handle: RePEc:pal:pbapdi:v:20:y:2024:i:2:d:10.1057_s41254-023-00314-5
    DOI: 10.1057/s41254-023-00314-5
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    References listed on IDEAS

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    1. Gregory F Randolph & Michael Storper, 2023. "Is urbanisation in the Global South fundamentally different? Comparative global urban analysis for the 21st century," Urban Studies, Urban Studies Journal Limited, vol. 60(1), pages 3-25, January.
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    6. Gregory J. Ashworth & Mihalis Kavaratzis & Gary Warnaby, 2015. "The Need to Rethink Place Branding," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 1-11, Springer.
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