Implications of urban branding to local economic development in the inner city of Johannesburg

• Main Author: Mlangeni, Patrick Vukile
• Format: Others
• Language: en
• Published: 2009
• Subjects: Local economic development; Johannesburg; Branding
• Online Access: http://hdl.handle.net/10539/7017

ABSTRACT The significance of Local economic development (LED) in South Africa has grown since the historical democratic elections of 1994. At the same time the practice of urban branding has become widely notable since the 1990’s. This research report specifically focuses on the implications of branding to local economic development in the inner city of Johannesburg, using Main Street and the Newtown Cultural Precinct as case studies. A review of numerous theories for both LED and branding has been undertaking to provide a theoretical background to their development. The research report adopts an evolutionary/historical and comparative approach in examining the evolution of LED and branding so as to comprehend and appreciate their origins and developments in South Africa and abroad. The theoretical reviews of both LED and branding show that they have been influencing each other over time. The case studies also revealed a number of challenges such as: marginalisation, lack of co-ordination, rights and exclusion. This research report recommends the use of cultural planning in order to bridge the chasm between branding and LED in the city of Johannesburg. Through the cultural planning framework, the study employs planning theories such as Advocacy Planning, Equity Planning, Collaborative Planning, and Strategic Planning in order to address these challenges and to enhance representation in development processes, efficient allocation of resources, responsibilities, and integrated development. While these challenges requires a multi-pronged and integrated approach, it is notable that more research and awareness education need to be done to government, private businesses as well as the public. This will become even more important as the development of creative cities become crucial. This study, in a small way, opens up possibilities for further research on the branding of spaces and cultural planning, more especially for the economically-depressed areas and places that are not well-endowed in terms of cultural resources that can be used to create their brands and generate growth.