Many of the companies used the marketing strategy “Rebranding” often. This marketing strategy for a city is not always adopted only, but also it has quite complexity in its formation and implementation. The city of Detroit, Michigan encountered various issues in 2013, including poor roads and bridges, growing poverty, decreasing population, the high cost of pension plans, increasing school drop-out rates, disrupted emergency services, increasing crime rate, and government corruption.
The Global recession of 2008 also caused a significant impact on its automotive industry, however, some of the high tech companies were entering into the market, the “Motor City” was indulging in debt. Detroit petitioned for bankruptcy assurance in July 2013, which was granted that December. The company’s financial crisis manager managed to deal with its major debt-holders, including the banks, and the city’s largest union, however, these approaches were undermined when the water department started to stop the water supply to families whose bills had risen 120 per cent in the past decade and they had not paid it.
The question that posed to the city is how it can attract new investor towards her because it not only have the offended residents and investors, but also lacks the infrastructure that even 50% of its traffic lights is non-functional and that is in a miserable financial state.
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