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Place branding's role in sustainable development

Place branding's role in sustainable development Purpose – The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the perspectives of regeneration, growth and sustainability. Design/methodology/approach – The main research focus is on establishing key facets responsible for driving the brand of a place and examining the relationship between them in terms of achieving sustainability. A place‐specific branding campaign (using the Liverpool '08, European Capital of Culture status) was considered and data collected from the key stakeholders in Liverpool. Findings – The findings suggest that place branding plays an important role in the sustainable development of a place, provided that the momentum of progress is maintained. In turn, these sustainable developments help promote the place and thereby create stronger place brands. Research limitations/implications – Whilst some of the facets identified in this study are place‐specific (Liverpool is a port, for example), there is much of a generic nature here and the facets identified in this research could provide useful practical constructs for place branding practices and may therefore become the basis of a formal place brand framework which has a more generic application in terms of sustainable development. Originality/value – This research paper provides better understanding of place branding and further explores its role into sustainable development through relationship framework. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Place Management and Development Emerald Publishing

Place branding's role in sustainable development

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References (64)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1753-8335
DOI
10.1108/17538331111153188
Publisher site
See Article on Publisher Site

Abstract

Purpose – The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the perspectives of regeneration, growth and sustainability. Design/methodology/approach – The main research focus is on establishing key facets responsible for driving the brand of a place and examining the relationship between them in terms of achieving sustainability. A place‐specific branding campaign (using the Liverpool '08, European Capital of Culture status) was considered and data collected from the key stakeholders in Liverpool. Findings – The findings suggest that place branding plays an important role in the sustainable development of a place, provided that the momentum of progress is maintained. In turn, these sustainable developments help promote the place and thereby create stronger place brands. Research limitations/implications – Whilst some of the facets identified in this study are place‐specific (Liverpool is a port, for example), there is much of a generic nature here and the facets identified in this research could provide useful practical constructs for place branding practices and may therefore become the basis of a formal place brand framework which has a more generic application in terms of sustainable development. Originality/value – This research paper provides better understanding of place branding and further explores its role into sustainable development through relationship framework.

Journal

Journal of Place Management and Development – Emerald Publishing

Published: Jul 26, 2011

Keywords: Sustainable development; Place branding; United Kingdom; Place marketing

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