The power of city branding
Exploring the relationship between Rotterdam’s branding efforts and the gentrification of Katendrecht since the 1970s
A.G. Mayer (TU Delft - Architecture and the Built Environment)
Hilde Sennema – Mentor (TU Delft - History, Form & Aesthetics)
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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.