Creative cities and city branding: the case study of London

This dissertation is a study of cities. It is a study that aims to define which are the factors that are necessary to make a city attractive, both for tourists and residences. It is a study about creativity, meaning the capacity of people of conceiving new ideas and create something new. It is a study about innovation, a fundamental factor for a city that wants to grow in the future. It is a study about people, which are considered the heart of a place. Finally, it is a study about brand and how this concept can be applied to a product called city. The objective of this work is in fact that of putting together two topics that are intertwined: creative cities and city branding.