Developing a Strategic City Branding Framework for Sri Lanka: A Case Study of Anuradhapura

Abstract

Increasingly the use of city branding has become a mechanism to help improve the international image of cities, enhance the global competitiveness of cities, and improve sustainability and development in cities. Global cities like Barcelona, Kyoto, and Dubai have successfully branded their cities around forms of distinct branding that utilizes culture, identity, and urban infrastructure. For Sri Lanka, the national tourism marketing campaign "So Sri Lanka" assists in developing a national brand for tourism, but formalized branding around the promotion of place-based city identities and urban development agendas have not occurred. This research is a development of a strategic city branding framework appropriate for Sri Lanka that integrates city branding with urban planning guidelines, heritage preservation, and sustainability concepts. Anuradhapura is examined as a case study based upon its historic, cultural and ecological significance. A qualitative approach is used, consisting of interviews with an urban planners, architects and government tourism authorities to understand the current challenges and potential
opportunities to develop a branding strategy for Sri Lankan cities. The framework seeks to develop a practical, relevant, and scalable model of branding agenda for local authorities and policymakers responsible for developing and implementing coherent branding initiatives that acknowledge local identities and heritage, but which will also assist in aligning branding with national development goals.