What is it about?
The purpose of this paper is to critically explore the role of place branding, specifically at the regional scale, as an instrument for the attainment of strategic spatial planning goals. It also aims to contribute to the academic debate on place branding by discussing its relevance and effectiveness in supporting economic and social spatial realignment through civic participation and the shaping of clearly envisioned agreed futures.
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Why is it important?
By guiding the thoughts of scholars, practitioners and policymakers towards a strategic spatial planning approach to place branding, the paper contributes to the advancement and maturation of the place-branding field, by lending a more strategic approach and geographical/spatial consciousness to the process of place branding. The paper also sheds light on the challenges and complexity of branding regions, a scale of analysis seldom explored in place-branding literature.
Perspectives
Findings show the key strategic domains in which the region excels. These domains could fuel a potential regional branding initiative. However, the key regional actors interviewed agree that the diverse and fragmented regional assets and the socioeconomic scenario all require and yet hinder regional coordination efforts. In addition, territorial reorganization and the definition of a regional economic model, plus decentralization of decision-making and the establishment of leadership, are imperative for the effectiveness of a regional branding strategy aligned with the ongoing strategic spatial planning initiatives.
Eduardo Henrique da Silva Oliveira
Christian-Albrechts-Universitat zu Kiel
Read the Original
This page is a summary of: Place branding as a strategic spatial planning instrument, Journal of Place Management and Development, March 2016, Emerald,
DOI: 10.1108/jpmd-11-2015-0053.
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