The power of city branding

Exploring the relationship between Rotterdam’s branding efforts and the gentrification of Katendrecht since the 1970s

Student report (2023)

Authors

A.G. Mayer Architecture and the Built Environment

Contributors

Hilde Sennema History, Form & Aesthetics - Architecture and the Built Environment (mentor)
Faculty
Architecture and the Built Environment, Architecture and the Built Environment
Copyright: © 2023 Annika Mayer
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Published Date

27-04-2023

Language

English

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Faculty

Architecture and the Built Environment

Abstract

The objective of this paper is to examine the relationship between city branding and gentrification, in order to critically evaluate the city branding ambitions integrated into cities’ policies worldwide. A case study of Rotterdam's central neighbourhood, Katendrecht, is used to investigate this relationship through a historical analysis of the area's development and the evolution of the Rotterdam City Brand. Although Katendrecht has undergone Urban renewal and Restructuring over past 50 years, it also faced socio-economic challenges that required the engagement of the community. In the early stages of development, residents fought to eliminate prostitution and decriminalize the neighbourhood. However, recent developments show an influx of developers and investors pushing gentrification processes due to Katendrecht's enhanced reputation, which was achieved through a marketing campaign in 2004.

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