Cities worldwide are recognised as major consumers of global natural and energy resources. Amidst pressing environmental, climate and urbanisation challenges, cities play a pivotal role in the global transition towards sustainability. Traditionally, circular economy (CE) principles have been embraced by businesses and governments to enhance resource efficiency and foster sustainable development.  However, it is crucial to extend these principles to the city level, creating more resilient and sustainable urban environments and building a circular city brand. This study identifies several circular initiatives in Swedish cities, opening the opportunities for using circularity in city branding. These examples showcase holistic system thinking, like sewage and energy systems, and industrial symbiosis between companies. They also highlight the sustainable kitchen, covering food waste, transportation, values, and behaviours. The social dimension is crucial, especially for fostering a diverse and inclusive knowledge base for circular city brand.  

The aim of this study is to discuss to what extend CE principles can be utilised in city branding strategies.

Theoretical framework. ‘Circular city’ is a relatively new concept, characterised by city’s ability to maximise resource value, minimise waste generation and foster sustainable innovations. Building upon the principles of smart and sustainable cities, circular cities further develop and integrate these concepts, placing primary emphasis on stakeholder engagement, cooperation, and co-creation utilising digital technologies.    

Main research approach. Research on circular city branding is rather fragmented and needs further conceptualisation. Descriptive research approach is based on the analysis of existing circular city initiatives in Sweden and provides insights, suggestions, and directions of building a city brand with circularity in focus.  

Key arguments/findings. The findings suggest the importance of collaboration, innovation, and digital technologies for building a circular city brand. 

Conclusions. This study discusses the potential of integrating CE principles into city branding. By recognizing cities as key players in the global sustainability transition policymakers, urban planners, and place branding professionals can develop effective strategies to promote circularity at the city level. 

Several practical implications can be considered: 

·       Cities should align place branding with CE principles to communicate their commitment to sustainability and resilience.

·       Engaging different groups of stakeholders is essential for co-creating circular city initiatives and fostering a sense of ownership and participation.

·       Leveraging digital technologies can enhance stakeholder engagement, facilitate collaboration, and communicate circularity initiatives effectively.

·       Learning from existing circular city initiatives, both within Sweden and globally, can provide valuable insights for building a successful city brand with circularity in focus.