Place branding strategy for the park area along the Saigon river, Thu Duc City: An innovative approach within the new urban economy and city marketing context

Abstract

In the context of the new urban economy and city marketing, the role of place branding has become increasingly crucial in shaping the identity and attractiveness of urban spaces. This research explores the branding strategy for Saigon Riverside Park in Thu Duc City, positioning it as a vibrant, sustainable, and community-centered urban destination. While place branding has been extensively studied in the context of cities and tourism, there remains a research gap in understanding how riverside parks in developing metropolitan areas can be strategically branded to enhance urban identity, visitor engagement, and economic sustainability. This study employs a multidimensional approach, integrating insights from city branding theories, marketing strategies, stakeholder engagement, and sustainable urban development. Key branding elements such as brand identity, positioning, communication strategies, and digital engagement are analyzed to develop a comprehensive branding framework tailored to the unique characteristics of Saigon Riverside Park. Through case study analysis, empirical data, and strategic recommendations, this research provides a model for branding urban green spaces that aligns with economic, environmental, and cultural objectives. Findings suggest that effective place branding of public parks requires a holistic approach, incorporating technological innovation, participatory engagement, cultural narratives, and experiential marketing. By leveraging its strategic location, diverse amenities, and sustainability initiatives, Saigon Riverside Park can serve as a benchmark for urban regeneration and place branding in emerging cities. This study contributes to the expanding discourse on urban branding by offering a practical and adaptable framework for policymakers, urban planners, and marketing strategists aiming to enhance the competitiveness and livability of urban spaces.