Kuala Lumpur: Searching for the Right Brand

Abstract

City branding is a relatively new concept which has been adopted by cities in their efforts to differentiate themselves from other cities, to instill civic pride in their residents and to help the decision making of visitors and businesses. This chapter begins with a consideration of the definition of city branding. This is followed by an examination of the various developments and activities carried out in Kuala Lumpur, which represent attributes that carry city brand values. These values direct the authors to the construction of a possible distinct brand for Kuala Lumpur, a city which is yet to define its own unique brand. The chapter concludes with a proposed promotional brand tagline for Kuala Lumpur which encompasses all the identified values and an icon that can represent the city brand.