Co-creating city brand identity: the case of Ghent

Purpose This study examines the co-creation process in place branding, focusing on Ghent. It evaluates how the DART framework – dialogue, access, risk-benefits and transparency – facilitates stakeholder engagement in developing a city's brand identity, aiming to understand stakeholders' perceptions and the effectiveness of co-creation. Design/methodology/approach A case study approach was used, involving interviews and policy document analysis. Thirteen interviews with policymakers, consultants and stakeholders were conducted, analysed through the DART framework to assess how communication processes shaped co-creation and their impact on brand identity formation. Findings The study reveals mixed results with stakeholders appreciating broad representation and dialogue but raising concerns about limited diversity, conservative risk-taking and minimal influence. Research limitations/implications The study emphasises the need for diverse stakeholder representation and clear roles to improve co-creation. However, its focus on a single case study limits generalisability. Future research could explore comparative studies across different contexts to validate findings and identify best practices. Originality/value This research enhances the empirical understanding of co-creation in place branding by applying the DART framework in a real-world context. It underscores the potential of service-dominant logic (SDL) in enhancing stakeholder engagement and offers insights into improving co-creation processes in place branding.