The city of Wollongong’s brand image strategy. 'Wollongong: City of Innovation'
was implemented in 1999 and is still in use in 2010. The objective of this
chapter is firstly to show how the leaders in the city of Wollongong came to
realize that the image of their city had become a barrier to the city's improvement
and growth. Secondly, supported by an analysis of recent interviews
with some involved in the brand strategy, an explanation is provided of the
process which was undertaken to gain support for and implement, what was
to become known as the city image campaign. Advice has also been obtained
from some stakeholders as to what could have been done better and what more
could have been done. Finally, some concluding comments are provided.