Antonios Karvounis, Department of Political Science and Geography, School of Geography, Politics and Sociology, University of Necastle Upon Tyne, Member of the Academic Staff of the Hellenic Open University, e–mail: karvounis.antonios@ac.eap.gr
Abstract
This study investigates the relationship between city branding and city diplomacy, evaluating whether they function as distinct processes or are inherently intertwined under a strategic approach that prioritizes city objectives beyond traditional marketing. By analyzing theories, case studies, and the evolution of urban branding and diplomacy practices, this paper explores how cities operate within globalized networks, leveraging branding as a tool for diplomatic influence, economic growth, and cultural exchange. Key scholars are reviewed to present a nuanced understanding of whether city branding and city diplomacy stand as separate realms or complementary strategies.
KEYWORDS: City branding; city diplomacy; comprehensive strategy; overlapping objectives
Βιβλιογραφική Αναφορά
Karvounis Α. (2025), City Branding and City Diplomacy: Worlds Apart or Strategy Over Marketing? Σειρά Ερευνητικών Εργασιών, Ειδική Γραμματεία Περιφερειακής Πολιτικής, Διοικητικό Επιμελητήριο Ελλάδος, 3(4): 38–50
