【正文】 Brand Management, 2020, 128(7): 24212425. Beyond the logo: Brand management for cities Gregory Ashworth, Mihalis Kavaratzis University of Groningen Abstract: A city ’ s brand is increasingly considered an important asset for urban development and an effective tool for cities to distinguish themselves and improve their positioning. The introduction of corporate level marketing concepts and, especially, corporate branding has significantly contributed towards the development of a city branding theory. In practice, however, there is an evident confusion of a wide branding strategy with one of its ponents, namely the design of a new logo and slogan or, at best, the development of a promotional campaign. This paper first describes the rise of city branding and the reasons of its popularity and, after a short review of the basic elements of corporate branding, it goes on to identify essential similarities between these two forms of branding. It finally detects the need to adapt any branding tools to the needs of cities and addresses the necessity of a prehensive city brand management framework. Keywords: Place branding 。 City branding 。 Corporate marketing 。 Citybrand management City branding has in recent years bee a prevailing activity within city management. Cities all over the world use several conduits to promote themselves to relevant audiences such as investors, visitors and residents and in their efforts they monly include striking logos and captivating slogans that feature in welling websites and advertising campaigns in national and international media. At the same time, a substantial debate over the usefulness and proper application of city branding has accumulated among academics, consultants and government officials. Various issues have been raised in this debate and the suggestions for the implementation of branding campaigns within cities are often countered by critical voices. This paper examines the phenomenon of city branding attempting to clarify some of the issues involved. To that end, two related literatures need to be brought together, namely the steadily growing literature on place branding and the extensive literature on corporate brands. as Brands Slogans such as ‘ Das Neue Berlin ’ , ‘ Basel beats differently ’ or ‘ Edinburgh: Inspiring Capital ’ are increasingly monplace. Amsterdam has recently launched a branding campaign centring around the slogan ‘ I amsterdam ’ 。 Athens successfully hosted the Olympic Games of 2020 and is now anxiously anticipating their positive effects inviting you to ‘ surprise yourself in Athens Attica ’ 。 London has bee ‘ Totally London ’ and will also host the Olympic Games of 2020, expecting the same results. The examples of cities attempting to brand themselves could fill many pages. A major stream of publications has dealt with the issue of destination branding: treating places as brands for their benefits to tourism development. This field has probably been the more developed in terms of suggesting concrete and practical measures for managing destinations as brands. Arguably a large part of the theoretical development in this field es from Hankinson. [1]Starting from his belief that ‘ as yet no general theoretical framework exists to underpin the development of place brands apart