Beyond the world-class façade: place branding, neoliberalism, and the politics of urban development in Johannesburg

Abstract To narrow the gap between themselves and their developed counterparts in the ever-competitive global urban landscape, cities in the global South are increasingly deploying place branding as a repositioning strategy and a tool to transform their images on the international stage. Place branding incorporates aspects of marketing, urban development, cultural promotion, and economic development to reshape a city’s image and global appeal. Several cities in the global South have rebranded themselves—with varying degrees of success—by leveraging and projecting positive images. For example, Dubai, using the “A global hub of luxury, business, and innovation” brand strategy, has evolved from a relatively small trading post to a global tourism and business hub, while Nairobi deployed the “Silicon Savannah” brand strategy to position itself as Africa’s technology and innovation hub. Singapore has used its “The global model of efficiency, innovation, and liveability” brand strategy to rebrand itself as a leader in finance and technology. These exemplify the transformative power of place branding in reshaping perceptions about places. Using Johannesburg, South Africa, as a case study, this paper illuminates the tension between global image setting and navigating mundane local development imperatives. The politics of urban development in Johannesburg illuminate how neoliberal place branding processes often marginalise vulnerable communities as they project aspirational images that are disconnected from residents’ lived experiences. As Africa’s veritable economic powerhouse, Johannesburg has transitioned from a city historically associated with its mining origins to one that is typified by economic revitalisation, technological innovation, cultural dynamism, and strategic global positioning. However, Johannesburg has significant challenges, including crime, socioeconomic inequality, deteriorating infrastructure, and service delivery backlogs.