Exploring Brand Identity Among Non-Innovation District Cities

Abstract

Innovation districts are comprised of entrepreneurs, educational institutions, and companies that come together to stimulate economic and community development in cities. Using a content analysis of top large urban U.S. city websites, this research examines innovation-related symbolism of branding and marketing strategies in non-innovation district cities. A comparison of research results with ongoing previous research will provide insight on how non-innovation district cities promote themselves through branding efforts when compared with innovation district cities.