Do we want to ‘Make it Happen’?: Residents' perception of Rotterdam’s place brand and its impact on their willingness to engage in the city.

This study is focused on residents’ perceptions of the Rotterdam place brand ‘Rotterdam. Make it Happen’, whether they identify with the brand, and if this has an impact on their propensity for civic engagement. This topic is relevant, as there is a gap in the literature on the impact of branding on the prosocial behaviour of residents. Eleven residents from different parts of Rotterdam have been interviewed, and a content analysis has been conducted of relevant brand materials. The findings have demonstrated a dynamic and complex relation between place brand perception, place brand identification and propensity for civic engagement. As results show, while positive place brand perception can contribute to a sense of identification, this does not always lead to civic propensity. Other factors, such as structural barriers to engagement and personal attitudes, appear to play a more significant role in shaping residents’ propensity for civic engagement. The study highlights the need for more inclusive and visible brand strategies and more supportive conditions for civic engagement.