Inclusive Place Branding
Critical Perspectives on Theory and Practice
- 196 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Inclusive Place Branding
Critical Perspectives on Theory and Practice
About this book
Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, 'star-chitects', bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts.
Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making.
The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.
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Information
Table of contents
- Cover
- Half Title
- Title Page
- Copyright page
- Table of Contents
- List of illustrations
- Notes on contributors
- Foreword: the politics of event-led urban image construction – notes from Beijing and Rio de Janeiro
- 1 Introduction
- 2 Democracy in participatory place branding: a critical approach
- 3 Critical perspectives on Aboriginal and Torres Strait Islander tourism: towards Indigenous-led approaches
- 4 Place marketing for social inclusion
- 5 A service ecosystem approach to representing a place’s unique brand
- 6 Spaces of identity in the city: embracing the contradictions
- 7 Revitalizing the damaged brand: place (re)branding in post-Katrina New Orleans
- 8 Maps and tours as metaphors for conceptualizing urban place representation for marketing/branding purposes
- 9 Brand conformity in a food place context
- 10 Stockholm: the narcissistic capital of Sweden
- 11 A branding stranglehold: the case of Florida’s orange tie
- 12 Place branding as political research: from hidden agenda to a framework for analysis
- 13 Conclusions: inclusive place branding – towards an integrative research agenda
- 14 Closing commentary: between brand utopias and lived experience
- Index