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.
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.
LanguageEnglish
JournalJournal of Place Management and Development
Volume7
Issue number3
Number of pages19
ISSN1753-8335
DOIs
StatePublished - 2014

Keywords

    Cite this

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    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",
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    doi = "10.1108/JPMD-06-2013-0016",
    language = "English",
    volume = "7",
    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 - Journal of Place Management and Development

    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 -