Please use this identifier to cite or link to this item: http://hdl.handle.net/2381/38937
Title: My city - my brand: The different roles of residents in place branding
Authors: Braun, E.
Kavaratzis, Mihalis
Zenker, S.
First Published: 1-Mar-2013
Publisher: Emerald, Institute of Place Management (IPM)
Citation: Journal of Place Management and Development, 2013, 6 (1), pp. 18-28
Abstract: Purpose: This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and communication of place brands and explores the implications for place brand management. Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of the distinct literatures on place branding, general marketing, tourism, human geography, and collaborative governance. To support its arguments, the paper discusses the participation of citizens in governance processes as highlighted in the urban governance literature as well as the debate among marketing scholars over participatory marketing and branding. Findings: The paper arrive at three different roles played by the residents: as an integral part of the place brand through their characteristics and behavior; as ambassadors for their place brand who grant credibility to any communicated message; and as citizens and voters who are vital for the political legitimization of place branding. These three roles make the residents a very significant target group of place branding. Originality/value: Residents are largely neglected by place branding practice and their priorities are often misunderstood, even though they are not passive beneficiaries but are active partners and co-producers of public goods, services and policies. This paper highlights that only meaningful participation and consultation can produce a more effective and sustainable place branding strengthening the brand communication and avoiding the pitfall of developing "artificial" place brands.
DOI Link: 10.1108/17538331311306087
ISSN: 1753-8335
eISSN: 1753-8343
Links: http://www.emeraldinsight.com/doi/abs/10.1108/17538331311306087
http://hdl.handle.net/2381/38937
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Creative Commons “Attribution Non-Commercial No Derivatives” licence CC BY-NC-ND, further details of which can be found via the following link: http://creativecommons.org/licenses/by-nc-nd/4.0/ Archived with reference to SHERPA/RoMEO and publisher website.
Appears in Collections:Published Articles, School of Management

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