Los Angeles

Abstract

During the Twentieth Century, Los Angeles experienced periods of both positive and negative city branding. Its gleaming midcentury optimism devolved into challenges such as the Rodney King riots. However, modern leadership has a renewed sense of optimism in the Los Angeles city brand that appears to rest on a more integrated and therefore more sustainable foundation. This chapter examines examples of this more integrated and diverse approach toward Los Angeles' city brand. Examples include major events, industrial development, and examinations of certain cultural and ethnic enclaves. It ends with a discussion of how the specific actions taken by Los Angeles can be translated into other cities and their unique assets.