The selective nature of place branding and the layering of spatial identities

Abstract

Purpose -The purpose of this paper is to strengthen the conceptual understanding of place brands and place branding by exploring to what extent place branding implies a level of selectivity and how this relates to the layering of spatial identities. Design/methodology/approach -A conceptual approach has been taken in this paper to provide an analytical conceptualisation of place branding to guide future empirical studies. The research, and the resulting paper has been structured around a progressive discussion of place as concept, of place brands as limited forms of geographical representations and of place branding as a highly selective process. Findings -Places are highly complex and cannot simply be understood as spatial entities within a closed hierarchical, territorial-administrative system. Places only exist when they have an audience, and the resulting spatial identities often overlap, contradict or complement each other across existing territorial-administrative levels. The rise of new forms of spatial identities results in new "places", and all places can be seen as having or being brands. The notion of place branding implies market segmentation and a certain level of power to exercise control by selecting target groups and formulating policy, strategy and undertaking action. Research limitations/implications -In future empirical and conceptual research concerned with place branding the inherent selectivity of place branding should be given more attention. The ends to which place branding is used as a means should be paid more attention in both policy (practice) and science (theory). Originality/value -This paper contributes to the understanding of the metaphorical translation of branding and marketing towards places and spaces.

Contingent self-definition and amorphous regions

“…As well as existing within the borders of an administrative region, socially constructed regions may also overlap two or more administrative regions -the UK government's promotion of the 'Northern Powerhouse' being a striking example of a shifting, amorphous imaginary space that straddles several administrative boundaries across the north of England. This illustrates the contention by Boisen et al (2011) that spatial identities as perceived by audiences may overlap, contradict or complement places defined in territorial-administrative terms; Warnaby et al (2010, page 1368) coined the term 'fuzzy places' to describe this phenomenon. Place marketers at a regional level must address the challenge of co-creating a place brand with relevant stakeholders at an appropriate point on the geographical continuum that makes sense and appeals to target audiences whilst simultaneously satisfying budget-holding policy makers embedded in the fixed territorial-administrative structures of the region.…”

The role of identity for regional actors and citizens in a splintered region: The case of Päijät-Häme, Finland

“…Yet the dominating instrumental views of governance, competitiveness ideology and place marketing do not often find an affective counterpart in civil society (antonsich 2010: 273, also Boisen et al 2011;Häkli 1998). This case study suggests that there are multiple reasons for this cleavage.…”

“…This has created a new mosaic of economic performance and transformed the role of the state in strategic planning (keating 2001;Brenner 2004;Bristow 2010;Terlouw 2012). The driving forces of regional competitiveness are reflected in the generative, innovative and dynamic workforce (Florida 1995), in economic networks of trust (Cooke & Morgan 1999), in organized social capital (Putnam 1994), and in the place promotion created to convey the vibrancy of regions (Syssner 2009;Boisen et al 2011). Employing a limited number of successful case regions around the world (Silicon valley, Baden-Württenberg, Emilia-Romagna, etc.…”

Widespread Hotel: An Innovative Made in Italy Model for Cultural Tourism and Local Sustainable Development—The Umbria’s Case

“…Tourism is looking for alternative destinations compared to the traditional mass destinations and a complex product-composite offer: museums, old towns, exhibitions, nature, and typical products (Ringer, 2013). The understanding of distinctive identity of places (Boisen, Terlouw, & Van Gorp, 2011) is indeed possible through the material and immaterial cultural heritage, including the tacit knowledge locally sedimented, which is important for the local development (Raagmaa, 2002;Throsby, 2005;Santagata, 2006;Denicolai, Cioccarelli, & Zucchella, 2010).…”