Keeping up appearances? A comparative analysis of Rotterdam city branding with local perception

This thesis aims to contrast city branding and city identity in the perception of Rotterdam locals, examining how these two aspects align and differ in shaping the image and cultural life of the city. The research adopts a two-step analysis, first analysing branding documents and subsequently contrasting city branding with city identity, with the residents' perception of Rotterdam. This qualitative research establishes city branding through Rotterdam’s: cultural policies, branding, and slogan. The study compared the city’s branding with nine locals’ perceptions of the city. The main research question addressed in this study is: Does Rotterdam’s city the branding documents of Rotterdam align with locals’ perception of the city? While the general branding of the city emphasised the city's uniqueness, cultural branding reveals a focus towards fostering community bonds and a sense of belonging.  However, despite, the analysis also uncovered a lack of integration and neighbourhood segregation, which interviewees identified as a significant issue in both cultural and everyday life. The research explores how this lack of integration is manifested in the division of neighbourhoods, resulting in the formation of distinct creative clusters.  Furthermore, the thesis investigates the alignment and divergence between city branding and city identity in representing Rotterdam's cultural life. Both city branding and identity exhibit a strong emphasis on Rotterdam's architecture and the imperative to create an inclusive cultural environment. However, they differ in their portrayal of the city's nightlife, with locals expressing the need for a thriving nightlife while the municipality neglected its promotion. The tensions arising from these misalignments underscored the dangers of ineffective city branding and misrepresentation of city identity. While Rotterdam's city branding aligned with its identity in various aspects, particularly in its portrayal as a raw and bold city with modern architecture, addressing the disparities in the entrepreneurial sector and nightlife is crucial. City branders must acknowledge the significance of Rotterdam's nightlife and accurately depict it in the city's branding efforts.