The livable city model

Abstract

There is a lot of information about how to market a city but less about branding a place, especially for those located in depraved places. Models like Kavaratzis (2014), Kazancoglu and Dirsehan (2014), Metaxas (2010) or Anholt (2006) tried to explain the dynamics of some variables of the place but cannot define by themselves how to brand a city in places alike Latin-American countries. The aim of this paper is to propose a model called Livable City Model because there is a press-ing need to redefine place’s competitiveness and liveliness; if places don’t adjust its experience standards and offer better quality of life to stakeholders it can lead to city abandonment and ultimately face the scenario of necropolis. This model is based upon 4 pillars or sources of information like Government, Institutions, Academics and Citizens and its utility is set around deprived places that faces violence, extreme poverty or migration among other challenges. City branding should be a strategic approach to enhance troubled cities to compete in the global world.