In a rapidly evolving European context, where cities serve as hubs of innovation, culture, and diversity, unraveling the complexities of their image becomes not only relevant but imperative for shaping a more cohesive, equitable, and sustainable future. Furthermore, by juxtaposing the existing city image with the aspirational ideal, researchers can catalyze discussions on urban planning, policy formulation, and community engagement strategies aimed at fostering inclusive, resilient, and vibrant urban environments. By delving into the perceptions and representations of cities, this research takes a step forward in providing a nuanced understanding of the challenges modern European cities face, ranging from socio-economic disparities to environmental sustainability concerns. Įxploring the contemporary image of European cities, along with the associated problems and the ideal city image provides valuable insights into the intricate dynamics of cultural identity, urban development, and societal aspirations within the European landscape. A vital component of urban development strategies, culture is connected to identity and the local economy, contributing to social cohesion, environmental sustainability, diversity, community dialog and ultimately, a better quality of life. Within this context, culture and the arts play a significant role in enhancing the overall experience of a city, adding a layer of depth and authenticity. Considered “snapshot of the symbolic battlefield of cities”, these marketing efforts meant to create a distinct beneficial perception of a place are aimed at tourists, businesses, professionals and residents alike. Experts argue that we are currently experiencing a progressive wave in city branding, initiated in 2010 and characterized by multiple stakeholders that co-create city brands, which are “inherently complex and uncontrollable”. In an increasingly interconnected and competitive global landscape equally shaped by constant innovation and challenges, city officials turn to place branding techniques as a strategic approach to distinguish themselves, attract investment, and foster growth. Each Bidbook is in fact a cultural vision of the city under optimum financial circumstances, thereby carrying a significant weight in the realm of research. The study’s originality extends to the analysis of Ecoc Bidbooks as a sum of cultural branding strategies proposed by the candidate cities. This helps bridge a gap in the specialized literature on cultural place branding. In addition, the research identifies new strategies that complete Ashworth’s list (such as culture tailored to a particular natural environment, alternative spaces turned into culture hubs, artistic transportation, historical moments and movements, culture gamification, grassroots culture, culture thematization, highlighting the cultures of minorities, cultural fusions and embracing local folklore and mythical creatures). The study delves into aspects such as perceived image of European Capital of Culture candidates, problems behind this perceived image and ideal city image, revealing recurrent themes that define cultural European cities today. Fourteen EcoC Bidbooks brought forward by candidate cities bidding for the title within the 2020–2026 time frame were analyzed in order to investigate essential components of city branding. The European Capital of Culture awarded annually by the European Union, which associates a city with a good cultural reputation, was a favorable starting point for this research. According to existing research, strategies for branding places-and cities in particular-through arts and culture include associating them with a famous personality (such as Barcelona’s perceived connection with Gaudi), flagship buildings (like Paris with the Eiffel Tower) and hallmark events (as exemplified by Cannes and its Film Festival).

Culture, essential in urban development, shapes identity and local economy, encouraging social cohesion and sustainability. Recognizing the vital role of a positive city image in attracting stakeholders, urban officials are increasingly implementing cultural branding strategies to establish and highlight their city’s distinct character.

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