Let Them do the Work

A Participatory Place Branding Approach

Sebastian Zenker, Carsten Erfgen

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Purpose: This conceptual essay seeks to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice.
Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of distinct literatures on place branding, general marketing, and collaborative governance.
Findings: The paper highlights the importance of residents in the place branding process and argues that their special functions as ambassadors for the place constitute the most valuable assets in place branding. Thus, a participatory place branding approach involving residents is needed. To implement this approach, three stages are necessary: (stage 1) defining a shared vision for the place including core place elements; (stage 2) implementing a structure for participation; (stage 3) supporting residents in their own place branding projects.
Originality/value: The inclusion of residents is often requested in contemporary place branding literature. Unfortunately, none of these articles offer a real strategy for participatory place branding so far. Thus, this conceptual essay provides a participatory place branding approach to help place managers implement such structure.
Original languageEnglish
JournalJournal of Place Management and Development
Volume7
Issue number3
Number of pages19
ISSN1753-8335
DOIs
Publication statusPublished - 2014

Cite this

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title = "Let Them do the Work: A Participatory Place Branding Approach",
abstract = "Purpose: This conceptual essay seeks to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice.Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of distinct literatures on place branding, general marketing, and collaborative governance.Findings: The paper highlights the importance of residents in the place branding process and argues that their special functions as ambassadors for the place constitute the most valuable assets in place branding. Thus, a participatory place branding approach involving residents is needed. To implement this approach, three stages are necessary: (stage 1) defining a shared vision for the place including core place elements; (stage 2) implementing a structure for participation; (stage 3) supporting residents in their own place branding projects.Originality/value: The inclusion of residents is often requested in contemporary place branding literature. Unfortunately, none of these articles offer a real strategy for participatory place branding so far. Thus, this conceptual essay provides a participatory place branding approach to help place managers implement such structure.",
keywords = "Place branding, Internal branding, Stakeholder participation, Residents, Brand management, Participatory place branding",
author = "Sebastian Zenker and Carsten Erfgen",
year = "2014",
doi = "10.1108/JPMD-06-2013-0016",
language = "English",
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journal = "Journal of Place Management and Development",
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Let Them do the Work : A Participatory Place Branding Approach. / Zenker, Sebastian; Erfgen, Carsten.

In: Journal of Place Management and Development, Vol. 7, No. 3, 2014.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Let Them do the Work

T2 - A Participatory Place Branding Approach

AU - Zenker, Sebastian

AU - Erfgen, Carsten

PY - 2014

Y1 - 2014

N2 - Purpose: This conceptual essay seeks to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice.Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of distinct literatures on place branding, general marketing, and collaborative governance.Findings: The paper highlights the importance of residents in the place branding process and argues that their special functions as ambassadors for the place constitute the most valuable assets in place branding. Thus, a participatory place branding approach involving residents is needed. To implement this approach, three stages are necessary: (stage 1) defining a shared vision for the place including core place elements; (stage 2) implementing a structure for participation; (stage 3) supporting residents in their own place branding projects.Originality/value: The inclusion of residents is often requested in contemporary place branding literature. Unfortunately, none of these articles offer a real strategy for participatory place branding so far. Thus, this conceptual essay provides a participatory place branding approach to help place managers implement such structure.

AB - Purpose: This conceptual essay seeks to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice.Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of distinct literatures on place branding, general marketing, and collaborative governance.Findings: The paper highlights the importance of residents in the place branding process and argues that their special functions as ambassadors for the place constitute the most valuable assets in place branding. Thus, a participatory place branding approach involving residents is needed. To implement this approach, three stages are necessary: (stage 1) defining a shared vision for the place including core place elements; (stage 2) implementing a structure for participation; (stage 3) supporting residents in their own place branding projects.Originality/value: The inclusion of residents is often requested in contemporary place branding literature. Unfortunately, none of these articles offer a real strategy for participatory place branding so far. Thus, this conceptual essay provides a participatory place branding approach to help place managers implement such structure.

KW - Place branding

KW - Internal branding

KW - Stakeholder participation

KW - Residents

KW - Brand management

KW - Participatory place branding

U2 - 10.1108/JPMD-06-2013-0016

DO - 10.1108/JPMD-06-2013-0016

M3 - Journal article

VL - 7

JO - Journal of Place Management and Development

JF - Journal of Place Management and Development

SN - 1753-8335

IS - 3

ER -