Branding Islamabad as a world city

Abstract

This dissertation examines how cities are branded with the objective of dissertation being how students (the people) and Islamabad city can be branded as a world city. The concept of City/Place branding is emerging in order for cities/nations to compete with each other. The dissertation from theoretical section starts with the recap of previous literature, where a concept such as branding is funneled down till city branding. The branding techniques applied to the nations and places are also the part of the theoretical portion and are discussed in great detail. Anholts city branding index will be used as a framework for this dissertation. The research methodology used for this dissertation is qualitative