How to brand a city to appeal to young consumers: a qualitative study

Purpose:
This study aims to propose a model of city branding to narrow the gulf between governments and young consumers. This model is centered on culture and identity to understand the agency of local Generation-Z (Gen-Z) consumers. The appetite for sustainable citizenship and consumption of a city’s culture and identity among Gen-Z individuals can be channeled to cocreate strategies for meaning-making and imaging in the branding of a sustainable city.

Design/methodology/approach:
This study examined 10 YouTube promotional videos produced as part of official city branding initiatives launched after 2014, and 4 focus groups involving 21 local university students (aged 18–24 years) who were born in Hong Kong or have lived there for more than 10 years were conducted. Thematic and discourse analyses were used for data analysis.

Findings:
Storytelling highlighting local cultures and identities fostered positive city brand associations among young consumers. Culturally informed and emotionally resonant city branding on the visual aspects of a city’s culture and identity was positively perceived by young consumers. Emotional attachment to a city elicited positive reactions and was in alignment with sustainability discourses on local culture and identity.

Originality/value:
To the best of the author’s knowledge, this research is the first to empirically explore how young consumers perceive city branding videos following the emergence of new localisms after 2014. This study determined their perceptions of local values and lifestyles to provide insights into sustainable citizenship, local creativity and tourism development in relation to city brand cocreation.