This study explores the application of corporate branding principles to develop effective city brand strategies, thereby shaping urban identity. Drawing on insights from both corporate branding and place branding literature, this research proposes a framework termed "Urban Identity Craftsmanship." This framework emphasizes the strategic alignment of a city's brand with its unique identity, values, and aspirations, mirroring corporate branding practices in the context of urban environments. By employing corporate branding techniques such as brand positioning, identity development, and stakeholder engagement, cities can cultivate distinctive brand identities that resonate with residents, visitors, investors, and other stakeholders. Through an integrated approach to city branding, informed by corporate branding principles, cities can enhance their competitiveness, attract investment, and foster civic pride.

Urban identity, city branding, corporate branding

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