The Inclusivity of Rotterdam’s City Branding Process

This thesis explores the inclusivity of Rotterdam’s city branding process, focusing on how governance participation practices influence stakeholders’ perceived inclusivity of the city’s branding strategy. To do so, the study analyses the alignment between the intended branding strategy developed by the municipality and the lived experiences of stakeholders involved in the “Rotterdam. Make It Happen.” (RMIH) initiative. Although city branding has become a common tool in urban governance to increase competitiveness and reputation, questions have arisen about its democratic legitimacy, especially when it is created without meaningful involvement from stakeholders. Focusing on marketing, sales, and the consumption of public services may contradict the effective resolution of collective issues, which necessitates thoughtful discussion and engaged citizenship. This research uses a qualitative case study approach to examine the inclusivity of Rotterdam’s branding process , comparing the brand’s stated inclusivity goals with the experienced perspectives of stakeholders. Based on a conceptual framework established in the literature on urban branding, governance, and participation, this study analyses inclusivity through four key dimensions: stakeholder identity, timing of participation, type of participation, and communication effectiveness. Data was collected through semi-structured interviews and document analysis. The findings show a gap between the inclusivity goals outlined in the brand’s strategy documents and the experiences of stakeholders. RMIH distinguishes two groups of stakeholders: seven alliance partners and (external) brand partners. While brand partners are being consulted and involved, many viewed the process as top-down, which limited the influence over decision-making to the small group of alliance partners. This thesis contributes to existing literature by critically examining how inclusive branding strategies are implemented in practice within an urban governance setting. It highlights that without deliberate and transparent stakeholder engagement, city branding risks reinforcing narratives driven by elites, at the expense of broader societal inclusion. The study concludes with recommendations for more equitable and participatory branding processes that align better with public sector values and urban democratic principles, such as a voting systems for important decisions, and the adjustment of the brand’s criteria in order to join it.