World city making by branding: insights from Cape Town and Johannesburg

Abstract

ABSTRACT Cities engage in branding to present themselves as attractive locations. Some seek to gain recognition as world cities this way. The article identifies liveable environments with inclusive societies, events/mega-events, and iconic architecture as key components of such strategies. These thoughts are applied to Cape Town and Johannesburg. The former brands itself as an ‘opportunity city.’ It fits well into world city making through attraction as a place to live and work, and a related focus on the knowledge elite. Johannesburg, meanwhile, presents itself as the ‘gateway’ to Africa against the backdrop of infrastructures for communication, finance, and transport.