LIVERPOOL is to spend £150,000 to rebrand itself as a world city.
Council officials believe the city’s brand at present is not as strong or as positive as it should be.
The money will come from the Local Area Business Growth Initiative (LABGI) – cash handed back to councils from increasing business rates in the city.
A council report states: “Famous or successful cities are usually associated in people’s minds with a single quality.
“Paris is romance, Milan is style, New York is energy, Washington is power, Barcelona is culture.
“Liverpool Branding project will seek to provide a powerful and positive Liverpool brand that is both desirable to investors and visitors.”
