Open Journal of Social Sciences, 2015, 3, 269-274 Published Online July 2015 in SciRes. http://www.scirp.org/journal/jss http://dx.doi.org/10.4236/jss.2015.37039 How to cite this paper: Riza, M. (2015) Culture and City Branding: Mega-Events and Iconic Buildings as Fragile Means to Brand the City. Open Journal of Social Sciences, 3, 269-274. http://dx.doi.org/10.4236/jss.2015.37039 Culture and City Branding: Mega-Events and Iconic Buildings as Fragile Means to Brand the City Müge Riza Eastern Mediterranean University, Famagusta, North Cyprus Email: muge.riza@gmail.com Received 16 June 2015; accepted 21 July 2015; published 24 July 2015 Copyright © 2015 by author and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract In the last years many cities investigated diverse approaches to attract more audience and stimu- late their economy. One of the key terms in this context is city branding. City branding strategies are used as a tool to race with other cities by displaying appealing images of the city and its assets. In this context, culture is as a marketable strength and new opportunity for cities to increasingly gain popularity. This paper deals with the utilization of cultural as a branding device. It discusses the role of culture in city branding and compares the use of recent popular tools, namely large- scale events, festivals and iconic architecture as a means for branding purpose. Finally, the paper argues that iconic buildings and mega-events using permanent structures in contrast to smaller events and festivals are unsustainable means to promote the culture of the city, as most of the time they are undermining the existing local culture in favour of a global taste, broadcasting similar images and activities. Keywords City Branding, Culture, Iconic Architecture, Mega-Events 1. Introduction Countries and increasingly cities are challenged with globalization and its effects on their international reputa- tion. The fear of economic drawbacks has resulted in a strong competition between cities and nations [1]. Citi- zens and visitors seem to be enthusiastic about new images, extraordinary buildings and exciting places to live and visit. Additionally, investors chose locations for their business with appealing environment and cultural and social facilities. As a consequence, local governments have started to consider city branding as part of their ur-