EUKN - European Urban Knowledge Network - District branding

District branding - Utrecht, the Netherlands

Introduction

Nowadays, more and more cities are engaged in city branding: creating a positive image of the city as a whole or of a specific neighbourhood in particular. The image, the brand, is often bound up with feelings of exclusivity and originality.

Problem

What part can city branding play in redevelopment projects in disadvantaged urban districts?

Description

A number of different resources are used in city branding, ranging from images to music and texts, preferably in the form of a striking slogan.

The Ondiep district, one of five neighbourhoods in Utrecht to be allocated a financial contribution under the Dutch national urban policy four years ago, organised a branding session. The district could be called a problem neighbourhood. Because of this, in 1999 various institutions decided that Ondiep should be given a positive image to draw more residents with a good education and income to the neighbourhood. This resulted in the slogan: Ondiep, the district with guts.

Approach

On the order of the City of Utrecht, in June 2001, eighty people locked themselves into a hotel to brainstorm on the district's identity (the branding session). New residents were to be attracted by a positive image. Participants included eight residents, five potential residents and some sixty civil servants, local politicians, professors, employees of the Mitros housing corporation and Amstelland, a project developer. Previous research had already shown that people wanting to live in Utrecht are looking for affordable housing close to the centre and the motorway. Ondiep satisfies these requirements and these aspects were consequently used during the branding session, which ultimately resulted in the slogan: Ondiep, the district with guts.

Results

A slogan has been created to attract potentially better-off households to the district.
The part played by this branding in attracting better-off households with a higher education to Ondiep is difficult to measure, as it conjuncts with other plans, all with the same objective, being executed silmultaneously.

Resources used

The district branding costs 136,000 euros annually. The branding session cost 181,000 euros.

Contact info

City of Utrecht
M. Mulder (District Manager)

Project start date

13/09/2002

Links

City of Utrecht

Document type

case

Themes

Urban Policy > Economy knowledge & employment > Urban economy

Keywords

Competitiveness