5 slides presentation for the position Research Associates for Investigating Sustainable Development Goal Interactions at Justus-Liebig-Universität Gießen, Center for International Development and Environmental Research, Gießen, Germany -- There is no scientific evidence or sound frameworks on how place branding strategies could support the conservation of landscape amenities. This is in comparison to prior research that has thoroughly investigated how the economic revenues generated through the promotion of urban features in branding (e.g. raise of tax income) is reinvested back into improving/developing new urban features as roads, airports or in building a new cultural facility (e.g. Cleave et al., 2016). Only a few, yet relevant studies for this proposal, outline the importance of preserved landscapes amenities to economic growth and rural development (Cleave et al., 2019). Sound scientific studies are hence required to assess the existing and potential roles of amenities-based branding strategies at the urban regional level in supporting landscape conservation. This proposal addresses this gap. The primary research question – Can branding strategies at the urban regional level be used as an instrument of landscape conservation?

1. Research Associate for Sustainable Development Goal Interactions
Research proposal presentation
Eduardo Oliveira, 08/07/2020
1 ‘From promotion to preservation: how place branding strategies support landscape conservation’
Leverage on the quality and distinctiveness of urban features, cultural assets and landscape amenities
(e.g. Boisen et al., 2017).
Place branding, as a governance instrument, is thought to support the promotion and strategic positioning
of countries, cities and rural regions with objectives of attracting businesses and people (e.g. Kavaratzis et al., 2015).

2. Research Associate for Sustainable Development Goal Interactions
Research proposal presentation
Eduardo Oliveira, 08/07/2020
2 Research Gap
Widely researched that place-branding revenues are re-invested in improving urban features (Cleave et al. 2020).
There is little scientific evidence on how branding supports the conservation of landscape amenities as green public
spaces, recreational open areas, urban gardens, farms and forests, cultural-significant old trees & water-based amenities.

3. Research Associate for Sustainable Development Goal Interactions
Research proposal presentation
Eduardo Oliveira, 08/07/2020
3 Research hypothesis, research goals and methods
G1: Designing evidence-based frameworks of how branding strategies support the conservation of
landscape amenities along the urban-rural gradient.
G2: Establishing open-knowledge platform providing a comprehensive understanding of (+) & (-) trade-
offs between landscape-amenity-rich places and the SDGoals and thus inform the global policy process.
Context-specific
case studies
Future
research
priorities
H1: If place-branding strategies generate positive narratives about places thus attracting people and
financial capital, they have the capability of actively supporting the preservation of environmental
qualities of urban and rural places, beyond awareness-raising (Van Assche et al. 2020; Asprogerakas et al. 2020; Oliveira, 2016).

4. Research Associate for Sustainable Development Goal Interactions
Research proposal presentation
Eduardo Oliveira, 08/07/2020
4 This proposal and SDGoal Interactions (+ / - ) towards systemic trade-offs
Protected landscapes safeguard natural
heritage providing inclusive access to
green spaces (Porter, 2020).
Place branding strategies support local
business & investment attraction thus
creating job opportunities (Waltert 2011).
11.3
3.8
Green- blue- preservation plans,
nature-based solutions may
mitigate the urban heat island effect
(Aboelata et al., 2019). 11.4
Greenbelts, protected areas, eco-zoning
plans could counteract the negative
impacts of soil sealing and support land
management practices (Tobias et al., 2018).
2.4
14.2
The principles of place branding can
foster understanding on how gendered
orders can be altered & promote
empowerment of women (Cassinger, 19).
Preserved landscapes are source of
wellness providing ground for nature-
human interactions (Rojas-Rueda et al., 2019).
8.5
15.3
1.4
1.5
11.a

5. Research Associate for Sustainable Development Goal Interactions
Research proposal presentation
Eduardo Oliveira, 08/07/2020
5 Impact for research, society, education and training of agents of change
Nature-based governance solutions
Supporting decision-making e.g.
participatory mapping
Case-study research
Co-authorship of manuscripts
Strategic spatial planning
Land management etc.
Maximizing the
systemic, multiplying
potential of the SDGs
17.9
17.13
17.17
17.8
4.4
16.8