Implications of urban branding to local economic development in the inner city of Johannesburg
Date
2009-06-12T11:58:14Z
Authors
Mlangeni, Patrick Vukile
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Abstract
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.
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Keywords
Local economic development, Johannesburg, Branding