Branding the African City: Applying City Branding Models to Accra in the Context of Ghana’s Heterogeneous Identity

Senyo Obed Amponsah

No sjn7e_v1, SocArXiv from Center for Open Science

Abstract: This study explores the strategic potential of city branding in African urban contexts through a case study of Accra, Ghana. Drawing on Hankinson’s Relational Network Model and Herstein’s Country–City–Region Branding Matrix, the research assesses how Accra can be positioned as a distinct and competitive urban brand within Ghana’s multicultural national framework. The analysis, based on secondary data, reveals significant opportunities in Accra’s cultural assets, diaspora engagement, and sustainability initiatives. However, it also highlights fragmentation in governance, limited stakeholder coordination, and the absence of a coherent brand architecture. Comparative insights from Seoul, Barcelona, and Cape Town demonstrate how city branding can be effectively institutionalized through participatory governance, strategic communication, and cultural investment. The paper concludes with policy recommendations aimed at integrating branding into Accra’s urban planning and development agenda. It argues that a stakeholder-driven, contextually grounded branding strategy could enhance Accra’s global visibility while complementing Ghana’s broader national identity goals.

Date: 2025-06-12
New Economics Papers: this item is included in nep-cul
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Persistent link: https://EconPapers.repec.org/RePEc:osf:socarx:sjn7e_v1

DOI: 10.31219/osf.io/sjn7e_v1

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