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Graz University of Technology , Graz , Austria
One challenge that present-day cities face as they develop is their having to compete on a global scale and to accentuate that which sets them apart from other cities. In that sense, smaller cities are especially under threat, as they live in the shadow of metropolises in the process of globalization. Recently, place branding has proven itself capable of providing opportunities in terms of development strategies and attracting new investment.This paper examines the role of identity and the possibility of using building heritage in the process of branding, in this particular case, of the City of Banja Luka. This is in connection with the authentic appearance of the city and its tangible as well as intangible cultural heritage, which is all potential for branding. Heritage promotion is of equal importance, i.e., creating an image of the city according to which it transcends its form and built structure. In line with a previously specified methodology, the paper examines the potential roles of these factors in the process of branding of the City of Banja Luka.
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