Branding the Creative City of Design: Lesson from Singapore

Prayudi Prayudi, Kartika Ayu Ardhanariswari, Ninik Probosari


Over the last two decades, creative cities have become an issue of interest as governments in several countries have worked to develop ecosystems where the creative class can innovate and share ideas. Many city governments focus more on developing creative cities and pay less attention to their city's branding. This study aims to see Singapore as a newly appointed UNESCO creative city brand, even though it already has a destination brand. There are challenges about which brand should come first or how to strategically brand a city and ensure all interests are accommodated in the branding process. This study uses a qualitative method with in-depth interview data collection techniques with the Head of the Singapore Polytechnic Department of Architecture and Design, literature studies through books, journals, newspapers, and related matters, as well as observations in the city of Singapore. The results of this study show that Singapore's branding as a creative city of design is a component of the city-state's leading branding. First, the city branding process includes identifying the uniqueness of the city brand. In this case, the emphasis on Singapore is built and grown by design. Next is the development of a brand identity that differentiates Singapore from other UNESCO design creative cities. Finally, the delivery of brand messages to all relevant stakeholders. This research contributes to the development of branding concepts related to creative cities.


City Branding; Creative City; Design Singapore Council

Full Text:



Anholt, S. (2006). The Anholt-GMI City Brands Index: How the world sees the world's cities. Place Branding, 2(1), 18–31.

Anttiroiko, A.-V. (2015). City Branding as a Response to Global Intercity Competition. Growth and Change, 46(2), 233–252.

APT811 Design & Innovation Agency. (2015). Branding and Communication Innovation.

Babbie, E. R. (2016). The Basics of Social Research. Cengage Learning.

Brzozowska, B. (2016). "Creative city" as a brand – the case of Łódź. Creativity Studies, 9(1), Article 1.

Carta, M. (2007). Creative City. Dynamics, Innovations, Actions.

Christin, M. 081224388033. (2015). City Branding Kota Bandung through Bandung Tour on Bus. Komunikator, 7(2), Article 2.

Cities of Design Network. (2015). Singapore Unesco City of Design. Cities of Design Network.

Comunian, R., & Gilmore, A. (2018). Higher Education and the Creative Economy.

DesignSingapore Council. (2020). UNESCO Creative City of Design.

DSG. (2020). Design 2025 Masterplan. Base.

Evans, G., & Shaw, P. (2004, January). The contribution of culture to regeneration in the UK: A review of evidence: a report to the Department for Culture Media and Sport [Monograph]. London Metropolitan University.

Fernández-Cavia, j. (2013). Destination brands and website evaluation: A research methodology (68th ed.). Revista Latina de Comunicación Social.

Gathen, C., Skoglund, W., & Laven, D. (2020). The UNESCO Creative Cities Network: A Case Study of City Branding.

Hospers, G.-J. (2003). Creative cities: Breeding places in the knowledge economy. Knowledge, Technology & Policy, 16(3), 143–162.

Howkins, J. (2013). The Creative Economy: How People Make Money from Ideas. Undefined. /paper/The-Creative-Economy%3A-How-People-Make-Money-from-Howkins/eebfd16ab7d9ce991775b16336dbc542db959e55

Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands.

Kavaratzis, M., & Asworth, G. J. (2006). City branding: An effective assertion of identity or a transitory marketing trick?

Landry, C. (2012). The Creative City: A Toolkit for Urban Innovators. Earthscan.

Landry, C., Bianchini, F., & Maguire, M. (1995). The social impact of the arts: A discussion document. Comedia.

Malcolm, M. (2005). Interruptions: Testing the Rhetoric of Culturally Led Urban Development -.

Michels, C., Beyes, T., & Steyaert, C. (2014). Another new museum? Imagining the space of art in the creative city. Scandinavian Journal of Public Administration, 18(3), Article 3.

Moțcanu-Dumitrescu, M. (2017). A Creative City Is a Liveable City.

Ooi, C.-S. (2008). Reimagining Singapore as a creative nation: The politics of place branding. Place Branding and Public Diplomacy, 4(4), 287–302.

Orhan, S., & Kaplan, Z. (2018). Analysis on Brand Preference and Loyalty of Physical Education and Sports Teachers. Universal Journal of Educational Research, 6(11), 2471–2477.

Prayudi, P., & Ardhanariswari, K. A. (2019). From Nothing to Something: Study on How Local Government Transformed Oil and Gas Area into Ecotourism Village in Indonesia through Branding Strategy. Journal of Environmental Management and Tourism, 9(8), Article 8.

Prayudi, P., & Herastuti, H. (2018). Branding Desa Wisata Berbasis Ecotourism. Jurnal Ilmu Komunikasi, 16(3), Article 3.

Prayudi, Probosari, N., & Ardhanariswari, K. (2017). Analysis of the Development of Bandung as Creative City. International Journal of Scientific & Engineering Research, 8(9), 6.

Roostika, R. (2012). Citra Merek Tujuan Wisata Dan Perilaku Wisatawan: Yogyakarta Sebagai Daerah Tujuan Wisata. Jurnal Manajemen Dan Akuntansi, 1(1), Article 1.

Scott, A. (2004). Cultural-Products Industries and Urban Economic Development: Prospects for Growth and Market Contestation in Global Context.

Shank, G. D. (2006). Qualitative research: A personal skills approach (2nd ed). Pearson Merrill Prentice Hall.

Shenzhen Design Award. (2021). Singapore City of Design.

Sim, H. (2017). Why Singapore Is Rebranding, This Time With Luxury In Mind. Forbes.

Stevens, A. (2011). City Mayors: City brand Singapore.

Unesco. (2020). Singapore | Creative Cities Network.

Vanolo, A., & Lombardi, P. L. (2015). Smart City as a Mobile Technology: Critical Perspectives on Urban Development Policies. Transforming City Governments for Successful Smart Cities.

Wibawanto, S. (2015). Pendekatan Konseptual Place Marketing Dan Place Branding Dalam Destination Branding.



  • There are currently no refbacks.

Copyright (c) 2022 Jurnal Ilmu Komunikasi

 Jurnal Ilmu Komunikasi indexed by:


Copyright of Jurnal Ilmu Komunikasi ISSN 1693-3028 (print), ISSN 2407-8220 (online)


Kampus II UPN "Veteran" Yogyakarta, Jl. Babarsari 2, Tambakbayan, Yogyakarta 55281
Phone: (0274)485268

Fax: (0274)487147


Analytics View My Stats