Cities share practical strategies to strengthen global reputation through city branding

How can cities build a stronger international profile while attracting investment, talent and innovation? This question was at the heart of the IURC Community of Practice 12 technical deep dive, where representatives from Warsaw, Nagoya and Melbourne shared their experiences in developing successful city branding strategies.

Despite their different contexts, the three cities highlighted common principles for creating a strong international identity. Warsaw showcased how it transformed its image into a modern innovation hub by investing in infrastructure, public spaces and targeted promotion. Nagoya demonstrated how opening its established manufacturing ecosystem to international startups has strengthened its global appeal, while Melbourne explained how combining a high-quality lifestyle with a strong knowledge economy has positioned the city as an attractive destination for business and investment.

The session identified several proven methods for successful city branding, including creating a clear branding strategy, running targeted digital campaigns, collaborating with key stakeholders on investor-focused publications, and using flagship events and international missions to raise global visibility. Speakers also stressed that branding is most effective when supported by practical measures such as financial incentives, corporate matchmaking opportunities and comprehensive soft-landing services that help international businesses establish themselves quickly.

The exchange provided participating cities with practical, transferable approaches to strengthen their international reputation and build more competitive innovation ecosystems through strategic branding and partnership-building.

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