Correspondence: Myfanwy M. Trueman, Bradford University School of Management, Emm Lane, Bradford BD9 4JL, UK. Tel: ++44 (0) 1274 234384; Fax: ++44 (0) 1274 234355; E-mail: mtrueman@bradford.ac.uk

¹lectures on Innovation and Marketing at Bradford University School of Management. Her research focus is on how design and visual evidence of change can enhance city brands. This work is grounded upon a series of ongoing projects with the local business community and Bradford City landscape planning department.

²is Reader in Management at Brunel Business School (BBS), Brunel University. She is Director of the Centre for Research into Emotion Work (CREW) Brunel University and Head of the Organisational Behaviour and Employment Relations Research group, BBS. Her research interests include identity management, fairness and ethics at work, emotion and reason, and organisational change and learning.

³carried out research into Bradford corridors for her MBA thesis at Bradford University School of Management, and is currently involved in projects to enhance the work environment of this city.

Received 4 June 2007; Revised 4 June 2007.

Abstract

Most post-industrial cities have a complex web of business and community needs, a diverse architectural heritage and aspirations that may conflict, as they compete for trade, inward investment and reputation. But negative perceptions can undermine regeneration and destroy the confidence of local communities, leading to the notion of a 'lost' city with no clear identity or brand. Consequently, this exploratory, empirical research examines how stakeholder perceptions of cities can be influenced by visual evidence of change in the street environment. Reference is made to a survey of community perceptions about Bradford, UK, and a visual audit of four main corridors through the city that affect its reputation and brand. Crucially, we identify that a concerted effort to market the city periphery, rather than its streetscape, not only creates a narrow and negative perception of the brand, but also limits views of what a 'good' urban environment, and city, might be.