Abstract:
Place has been a long established concept which has recently found currency in planning and urban
design as well as in cultural, tourism and economic spheres. Today, the world is one market. The rapid
advancement of globalization means that every country, every city and every region must compete with
every other for its share of the world’s consumers, tourists, investors, students, entrepreneurs,
international sporting and cultural events, and for the attention and respect of the international media,
of other governments, and the people of other countries. This research work explores the existing
literature on place branding and its sub category of city branding. The research goes on to establish the
gap in the literature that is lack of city branding work done with regard to cities of Pakistan. The
research aims to explore the awareness and loyalty of residents towards Lahore as a city brand using a
qualitative research based on the dimensions of ‘City Brand Hexagon’ by Simon Anholt. The thesis offers
the perspective of residents on different dimensions of Lahore as a city brand
