(Background and Purpose) City branding has become a key strategy for cities seeking to establish a strong identity, foster economic resilience, and enhance global competitiveness. Particularly in times of crisis, branding has been employed as a tool f...
(Background and Purpose) City branding has become a key strategy for cities seeking to establish a strong identity, foster economic resilience, and enhance global competitiveness. Particularly in times of crisis, branding has been employed as a tool for urban recovery, tourism promotion, and investment attraction. This study examines the impact of city branding on economic sustainability and urban resilience, using a comparative case study of New York, Paris, and Busan. By analyzing these cities' branding strategies, the research aims to demonstrate how branding extends beyond promotional campaigns to function as a comprehensive urban policy tool that integrates economic development, social engagement, and crisis response. (Method) This study adopts a comparative case study methodology, systematically analyzing branding strategies in the three cities. The research framework is built on literature reviews, theoretical discussions on resilience and sustainable branding, and empirical data analysis. Data collection includes government reports, academic literature, branding indices, and media sources to assess the impact of branding on economic recovery, tourism growth, investment trends, and public perception. A structured comparison identifies key branding elements and their broader implications for sustainable urban development. (Results) Findings indicate that city branding plays a crucial role in shaping public perception and driving economic recovery. New York's I Love NY campaign helped reverse economic decline by strengthening its tourism sector and global image. Paris' Paris, Je t'aime initiative was instrumental in restoring confidence and reviving tourism after the 2015 terrorist attacks, demonstrating the effectiveness of branding in crisis recovery. Busan, unlike New York and Paris, used branding as a proactive strategy to reposition itself as a cultural and smart city, addressing industrial decline and demographic challenges through film festivals, creative industries, and digital transformation. These cases demonstrate that effective branding requires structural urban transformation, policy integration, and active citizen participation, especially during economic, social, and environmental crises, rather than merely promotional campaigns. (Conclusion) This study confirms that city branding functions as a long-term strategic tool that influences urban resilience, economic growth, and global positioning. However, it also highlights potential risks such as over-commercialization, gentrification, and social displacement, which can arise when branding prioritizes external audiences over local communities. Future city branding strategies must ensure a balance between economic development and social inclusivity, integrating smart city innovations, sustainable planning, and participatory governance. By offering a comparative analysis of branding strategies, this research provides practical insights for policymakers, urban planners, and branding strategists, contributing to the development of effective and future-oriented city branding frameworks.