Rebranding the city: the case of Berlin

This thesis provides an initial conceptual framework of the terms place marketing and place branding, with a specific focus on cities. The detailed case study is the rebranding of Berlin. The study starts with the iconic "Be Berlin" campaign, which successfully positioned the city as a vibrant, dynamic, and inclusive metropolis. It further analyses the recent transition to the "WeAreOneBerlin" brand, which increased unity and collaboration among residents. Finally, the thesis looks forward, discussing future-oriented projects and developments of the city.