Paper short abstract:

The presentation explains how Cape Town and Johannesburg brand themselves as attractive world cities. It uncovers the strategies applied by urban policy makers and calls their sustainability into question.

Paper long abstract:

Cities engage in branding to present themselves as attractive locations. Some seek to gain recognition as world cities this way. The presentation identifies liveable environments with inclusive societies, events/mega-events and iconic architecture as key components of such strategies. These thoughts are applied to Cape Town and Johannesburg. The former brands itself as an ‘opportunity city’. It fits well into world city making through attraction as a place to live and work, and a related focus on the knowledge elite. The revitalised inner city with a nearby world-class waterfront and natural beauty are Cape Town's hallmarks. Social inclusiveness is not, in any way, part of Cape Town's branding strategy. Johannesburg, meanwhile, presents itself as the ‘gateway’ to Africa against the backdrop of infrastructures for communication, finance and transport. It neglects the soft location advantages that are crucial to Cape Town. At the same time, South Africa's largest city ties social inclusiveness much better to its branding efforts. The presentation closes with critical remarks on the sustainability of the branding strategies of Cape Town and Johannesburg, and thoughts on their downsides (in particular environmental and social issues).