Place branding has been embraced by place managers and policy makers as a panacea for a bewildering assortment of socio-spatial and spatial-economic ailments. Despite recent theoretical developments, place branding research lacks an intellectual grounding or even positioning within spatial planning and strategic plan making. Firstly, this article aims to depict the ‘place’ of place branding and related concepts in spatial planning literature, and reveal existing ‘entanglements’ to further provide conceptual and theoretical foundations. Secondly, by employing a qualitative content analysis, it aims to dissect how place branding has been approached in 21 spatial development plans, strategic initiatives and policy documents, published by Portuguese authorities, partnership of enterprises, the European Union (EU) and the Organisation for Economic Co-operation and Development (OECD) stating the territorial, spatial-economic and sectorial development trajectories for Portugal and its regions, mainly for the period between 2014 and 2020. At the EU level, the country-specific recommendations published in line with Europe 2020 deserve special critique. The EU 2020 strategic pillars give guidance to the Member States, such as Portugal, in terms of how to grow smartly and in a sustainable and inclusive manner. However, the contribution of each pillar, respectively, to spatial connectedness, spatial sustainability and spatial liveability remains doubtful. Empirical evidence proves that the concepts of place competitiveness, place promotion, internationalisation and investment attraction prevail. However, branding, and specifically place branding, only receives superficial attention. Moreover, there is an inconsistency between the current research and practice on place branding and how it has been incorporated in spatial planning and development at the European, national, and regional levels.
This article aims to contribute to the advancement of place branding theory, methodology and practice as a number of methodological, theoretical and empirical challenges remain to be addressed. The argument here is that much terrain is yet to be uncovered by researchers in the investigation of the existing and potential linkage between spatial planning and place branding. In addition, it aims towards a better understanding of the way in which places and branding can be conceptually addressed, primarily by bringing a spatial dimension to the idea of branding places and its integration in spatial planning and strategic spatial plan making. By guiding the attention of academics, practitioners and policy makers towards a spatial-oriented approach to place branding, the article brings novelty to the scholarly and professional debate.
Place Branding and Strategic Spatial Planning InstrumentPrivate
International Place Management and Branding Conference
Manchester Metropolitan University, Manchester, United Kingdom 14th and 15th of February 2013
--
Abstract
Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place
branding literature that aims to assert the diversity and complexity of places in pursuit of various
economic, political or socio-psychological objectives. The second, is the strategic spatial planning
literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the
process of a place branding strategy, by highlighting the importance of strategic thinking in place
competitiveness and non-linear regional development (i.e. explaining what strategic planning is, the role
in discontinued trajectories of progress in regions, and as a response about how to go further).
Strategic frameworks and visions for regional development, with an emphasis on the place assets and
strengths, will provide the basis for a branding strategy. The link between place branding and strategic
planning will determine the step forward for the theoretical debate, in both fields, by showing that doing
marketing and branding, with particular elements of strategic planning, is possible and recommended (e.g.
by convincing the stakeholders that new policies and territorial interventions are necessary).
Design/methodology/approach – The paper draws on place branding theory to point out the gap in the
literature explaining the role of strategic spatial planning on branding regions. The analytic framework
will be constructed by taking the Northwest region of Portugal as a case study. The region has a potential
to develop a strategy capable of moving decisively beyond the crisis and create the conditions to be more
competitive. Our argument, and contribution to the enrichment of the literature, is that a place branding
strategy could stimulate a new regional dynamic, consolidate the practice of spatial planning, embrace the
place complexity and uncertainty, and reshape the response to contemporary economic and social
challenges.
Findings – Theoretical developments in social marketing, non-profit marketing and specially, place
marketing, contributed to a greater interaction between place branding and strategic planning. Places,
often adopt strategic policies to try face economic and political challenges and in an effort to rebuild
awareness. The starting point is place branding theory as an instrument of spatial planning and place
management in order to understand the common ground as well as the role in branding regions.
Originality/value – The concept of place branding is well documented in the literature, but its application
in Portugal is relatively new. Moreov
Cross-border Place Branding: Zooming in the potential case of Galicia and No...Private
Cross-border Place Branding Zooming in the potential case of
Galicia and Northern Portugal
Presentation during the Interregional Place Branding Conference, March 3, Lubeck, Germany
--
Eduardo Oliveira, Ph.D. Candidate
Department of Spatial Planning & Environment
Faculty of Spatial Sciences, University of Groningen, The Netherlands
Constructing cross-border advantage: a joint branding strategy for Galicia-no...Private
The Abstract can be found here - http://envisioningbetterfutures.blogspot.pt/2014/10/constructing-cross-border-advantage.html - The purpose of this presentation is to stimulate discussion on interregional place branding. It discusses the development of place branding across administrative border-regions, bringing together concepts of (un)related variety, knowledge-bases and policy-platforms, central to the idea of constructing regional advantage. This discussion has been presented during the Regional Studies Association Early Career Conference in Sheffield, UK.
:::The RSA:::
The Regional Studies Association works with its international membership to facilitate the highest standards of theoretical development, empirical analysis and policy debate of issues at this sub-national scale, incorporating both the urban and rural and different conceptions of space such as city-regions and interstitial spaces.
http://www.regionalstudies.org/
Geography and Planning of Europe “Zooming in” Spain (Galicia) & Portugal (N...Private
European Territorial Cooperation
European Trans-national & cross-border cooperation
INTERREG I to IV + INTERREG EUROPE (2014-2020)
Spain-Portugal cooperation
POCTEC Spain-Portugal (2014-2020)
How does this cooperation reflect their:
Planning systems, cross-border planning;
Decision-making and financial capacity;
Socio-spatial, spatial-economic impacts;
--
Concrete examples of cross-border cooperation
NORTE 2020 + Galicia 2020 + Euroregion 2020
Joint Investment Programme Galicia-northern Portugal 2014-2020
Place Branding and Strategic Spatial Planning InstrumentPrivate
International Place Management and Branding Conference
Manchester Metropolitan University, Manchester, United Kingdom 14th and 15th of February 2013
--
Abstract
Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place
branding literature that aims to assert the diversity and complexity of places in pursuit of various
economic, political or socio-psychological objectives. The second, is the strategic spatial planning
literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the
process of a place branding strategy, by highlighting the importance of strategic thinking in place
competitiveness and non-linear regional development (i.e. explaining what strategic planning is, the role
in discontinued trajectories of progress in regions, and as a response about how to go further).
Strategic frameworks and visions for regional development, with an emphasis on the place assets and
strengths, will provide the basis for a branding strategy. The link between place branding and strategic
planning will determine the step forward for the theoretical debate, in both fields, by showing that doing
marketing and branding, with particular elements of strategic planning, is possible and recommended (e.g.
by convincing the stakeholders that new policies and territorial interventions are necessary).
Design/methodology/approach – The paper draws on place branding theory to point out the gap in the
literature explaining the role of strategic spatial planning on branding regions. The analytic framework
will be constructed by taking the Northwest region of Portugal as a case study. The region has a potential
to develop a strategy capable of moving decisively beyond the crisis and create the conditions to be more
competitive. Our argument, and contribution to the enrichment of the literature, is that a place branding
strategy could stimulate a new regional dynamic, consolidate the practice of spatial planning, embrace the
place complexity and uncertainty, and reshape the response to contemporary economic and social
challenges.
Findings – Theoretical developments in social marketing, non-profit marketing and specially, place
marketing, contributed to a greater interaction between place branding and strategic planning. Places,
often adopt strategic policies to try face economic and political challenges and in an effort to rebuild
awareness. The starting point is place branding theory as an instrument of spatial planning and place
management in order to understand the common ground as well as the role in branding regions.
Originality/value – The concept of place branding is well documented in the literature, but its application
in Portugal is relatively new. Moreov
Cross-border Place Branding: Zooming in the potential case of Galicia and No...Private
Cross-border Place Branding Zooming in the potential case of
Galicia and Northern Portugal
Presentation during the Interregional Place Branding Conference, March 3, Lubeck, Germany
--
Eduardo Oliveira, Ph.D. Candidate
Department of Spatial Planning & Environment
Faculty of Spatial Sciences, University of Groningen, The Netherlands
Constructing cross-border advantage: a joint branding strategy for Galicia-no...Private
The Abstract can be found here - http://envisioningbetterfutures.blogspot.pt/2014/10/constructing-cross-border-advantage.html - The purpose of this presentation is to stimulate discussion on interregional place branding. It discusses the development of place branding across administrative border-regions, bringing together concepts of (un)related variety, knowledge-bases and policy-platforms, central to the idea of constructing regional advantage. This discussion has been presented during the Regional Studies Association Early Career Conference in Sheffield, UK.
:::The RSA:::
The Regional Studies Association works with its international membership to facilitate the highest standards of theoretical development, empirical analysis and policy debate of issues at this sub-national scale, incorporating both the urban and rural and different conceptions of space such as city-regions and interstitial spaces.
http://www.regionalstudies.org/
Geography and Planning of Europe “Zooming in” Spain (Galicia) & Portugal (N...Private
European Territorial Cooperation
European Trans-national & cross-border cooperation
INTERREG I to IV + INTERREG EUROPE (2014-2020)
Spain-Portugal cooperation
POCTEC Spain-Portugal (2014-2020)
How does this cooperation reflect their:
Planning systems, cross-border planning;
Decision-making and financial capacity;
Socio-spatial, spatial-economic impacts;
--
Concrete examples of cross-border cooperation
NORTE 2020 + Galicia 2020 + Euroregion 2020
Joint Investment Programme Galicia-northern Portugal 2014-2020
Why the National Spatial Strategy failed and prospects for the National Plann...robkitchin
This talk delivered at the MacGill Summer School in Glenties, Donegal as part of a panel on the National Spatial Strategy and where next for spatial planning in Ireland. It sets out the history of spatial planning in Ireland and why the NSS failed and discusses the prospects for a new National Planning Framework
StrategyNZ is a McGuinness Institute project that began in early 2006. The overall aim is to contribute to a discussion on how to improve long-term strategic thinking and strategy stewardship in both the private and the public sector. To learn about the history and methodology of this project, see http://strategynz.info/.
Tourism planning is goal-oriented, striving to achieve certain objectives by matching available resources and programs with the needs and wants of people.
This presentation is part of the results of the workshop "Design Policy in Action - The model of the Luxembourg Design Action Group". The event was organized by the Design Policy Lab at Politecnico di Milano and Luxinnovation, and took place in March 2016 at MUDAM, the Museum of Modern Art in Luxembourg, and was organised as part of Design for Europe. In these presentations shared by ambassadors at the event, they provide a brief overview of their national/regional design policy ecosystem.
https://jst.org.in/index.html
Our journal has journal is more than just a repository of articles; it is a cornerstone for the scholarly community. It serves as an academic medium, a conduit through which research findings are not only shared but also scrutinized, validated, and built upon.
The Impact of Strategic Spatial Plans on Land Change in Urban Regions: Debati...Private
Presentation during CONCUR Expert Workshop: The Impact of Strategic Spatial Plans on Land Change in Urban Regions: Debating Plan Making and Plan Implementation, Swiss Federal Research Institute WSL, Birmensdorf, Switzerland, 9–10 November 2017
City branding strategy is one of the most important conditions for activating development potentials, primarily in the city area, but also in a broader context. The purpose of a city branding strategy is to develop a unique image of a city as an attractive and competitive place. The aim of this paper is to emphasize the role and significance of a brand strategy in the process of city development, that is, in creating, attracting and retaining the best organisations, professionals, investors, events, tourists and media attention. The paper presents the results of the empirical research carried out in the town of Vranje, Serbia, using a specially designed questionnaire. The responses were collected in October and November 2017 from 195 inhabitants and 194 visitors of this town. The results of the research clearly indicated what should be key elements for branding Vranje in the future.
City branding strategy is one of the most important conditions for activating development potentials, primarily in the city area, but also in a broader context. The purpose of a city branding strategy is to develop a unique image of a city as an attractive and competitive place. The aim of this paper is to emphasize the role and significance of a brand strategy in the process of city development, that is, in creating, attracting and retaining the best organisations, professionals, investors, events, tourists and media attention. The paper presents the results of the empirical research carried out in the town of Vranje, Serbia, using a specially designed questionnaire. The responses were collected in October and November 2017 from 195 inhabitants and 194 visitors of this town. The results of the research clearly indicated what should be key elements for branding Vranje in the future.
Marcas territoriais como um instrumento do planeamento territorial estratégicoPrivate
A principal linha de raciocínio postulada neste documento e nos artigos académicos que lhe
deram origem - place branding como um instrumento do planeamento estratégico territorial - é uma
linha de raciocínio e de investigação que pretende ir muito mais além do que a escala regional.
Procura também distanciar-se da abordagem baseada em princípios e conceitos do branding e
marketing corporativos que continuam a dominar o discurso contemporâneo em place branding.
Importa ainda sublinhar que a linha de raciocínio exacerbada nesta tese não pretende menosprezar
ou desvalorizar o valor de uma abordagem mais próxima aos conceitos dos negócios, como branding
e marketing corporativos, mas visa sim complementá-la e enriquecê-la - explorando uma abordagem
mais geográfica-territorial ao place branding que pode introduzir mais eficácia, ser mais justa e
socialmente mais responsável.
Why the National Spatial Strategy failed and prospects for the National Plann...robkitchin
This talk delivered at the MacGill Summer School in Glenties, Donegal as part of a panel on the National Spatial Strategy and where next for spatial planning in Ireland. It sets out the history of spatial planning in Ireland and why the NSS failed and discusses the prospects for a new National Planning Framework
StrategyNZ is a McGuinness Institute project that began in early 2006. The overall aim is to contribute to a discussion on how to improve long-term strategic thinking and strategy stewardship in both the private and the public sector. To learn about the history and methodology of this project, see http://strategynz.info/.
Tourism planning is goal-oriented, striving to achieve certain objectives by matching available resources and programs with the needs and wants of people.
This presentation is part of the results of the workshop "Design Policy in Action - The model of the Luxembourg Design Action Group". The event was organized by the Design Policy Lab at Politecnico di Milano and Luxinnovation, and took place in March 2016 at MUDAM, the Museum of Modern Art in Luxembourg, and was organised as part of Design for Europe. In these presentations shared by ambassadors at the event, they provide a brief overview of their national/regional design policy ecosystem.
https://jst.org.in/index.html
Our journal has journal is more than just a repository of articles; it is a cornerstone for the scholarly community. It serves as an academic medium, a conduit through which research findings are not only shared but also scrutinized, validated, and built upon.
The Impact of Strategic Spatial Plans on Land Change in Urban Regions: Debati...Private
Presentation during CONCUR Expert Workshop: The Impact of Strategic Spatial Plans on Land Change in Urban Regions: Debating Plan Making and Plan Implementation, Swiss Federal Research Institute WSL, Birmensdorf, Switzerland, 9–10 November 2017
City branding strategy is one of the most important conditions for activating development potentials, primarily in the city area, but also in a broader context. The purpose of a city branding strategy is to develop a unique image of a city as an attractive and competitive place. The aim of this paper is to emphasize the role and significance of a brand strategy in the process of city development, that is, in creating, attracting and retaining the best organisations, professionals, investors, events, tourists and media attention. The paper presents the results of the empirical research carried out in the town of Vranje, Serbia, using a specially designed questionnaire. The responses were collected in October and November 2017 from 195 inhabitants and 194 visitors of this town. The results of the research clearly indicated what should be key elements for branding Vranje in the future.
City branding strategy is one of the most important conditions for activating development potentials, primarily in the city area, but also in a broader context. The purpose of a city branding strategy is to develop a unique image of a city as an attractive and competitive place. The aim of this paper is to emphasize the role and significance of a brand strategy in the process of city development, that is, in creating, attracting and retaining the best organisations, professionals, investors, events, tourists and media attention. The paper presents the results of the empirical research carried out in the town of Vranje, Serbia, using a specially designed questionnaire. The responses were collected in October and November 2017 from 195 inhabitants and 194 visitors of this town. The results of the research clearly indicated what should be key elements for branding Vranje in the future.
Marcas territoriais como um instrumento do planeamento territorial estratégicoPrivate
A principal linha de raciocínio postulada neste documento e nos artigos académicos que lhe
deram origem - place branding como um instrumento do planeamento estratégico territorial - é uma
linha de raciocínio e de investigação que pretende ir muito mais além do que a escala regional.
Procura também distanciar-se da abordagem baseada em princípios e conceitos do branding e
marketing corporativos que continuam a dominar o discurso contemporâneo em place branding.
Importa ainda sublinhar que a linha de raciocínio exacerbada nesta tese não pretende menosprezar
ou desvalorizar o valor de uma abordagem mais próxima aos conceitos dos negócios, como branding
e marketing corporativos, mas visa sim complementá-la e enriquecê-la - explorando uma abordagem
mais geográfica-territorial ao place branding que pode introduzir mais eficácia, ser mais justa e
socialmente mais responsável.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
International Workshop on Artificial Intelligence in Software Testing
The ‘Place’ of Place Branding in Spatial Development Plans, Strategies and Policies for Portugal 2014-2020
1. The ‘Place’ of Place Branding in Spatial
Development Plans, Strategies and Policies for
Portugal 2014-2020
2. 1) Place branding in strategic spatial planning: roots, endeavours and
perspectives;
2) How place branding has been approached (or not) in spatial
development plans, strategic initiatives and policy documents by
stating the territorial, spatial-economic and sectoral development
trajectories for PORTUGAL + NORTHERN REGION;
3) Key findings & conclusions;
3. Oliveira, E. (2015), “Place Branding in Strategic Spatial Planning: a content analysis of
development plans, strategic initiatives and policy documents for Portugal 2014-
2020”, Journal of Place Management and Development, Vol. 8 No. 1, pp. 23-50.
http://dx.doi.org/10.1108/JPMD-12-2014-0031
4. Place branding has proven to be a popular practice and has
become a central part of the contemporary place
management agenda (Ashworth et al., 2015) and…
5. …has been used a panacea for economic / social ailments(…)
Governments, policy-makers, for-profit & non-profit-oriented
entities are all becoming confident that a “coherent, strong and
attractive place brand will help promote economic
development” (Boisen et al., 2011, p. 136), (…) support spatial-
transformations (Ashworth, 2011a) and for that…
The place branding magic pill
7. …a realistic and honest message as well as
honest brand values...and hopefully…
8. (…) a participative-oriented place branding process is
a key driver for success + shared values (e.g.
Kavaratzis, 2012; Zenker, 2014)
(…) design a common framework / invite everybody
to take part of it (see #projectosloregion) and
understanding place branding…
9. “(…) the practice of place
branding continues the
logo fetish (…) ”
(Govers, 2013)
definitely more than
promo./ propaganda
10. Facilitate strategic change in places
Reimagining Repositioning Rescaling
Support endogenous, urban and regional development
(Pasquinelli, 2010; Ashworth et al., 2015)
13. The role of spatial planners in place branding
14. Timeframe of conceptual and empirical endeavours linking place branding and spatial planning by author and the main thoughts
of each endeavour.
Timeframe of conceptual and empirical endeavours
linking place branding and (strategic) spatial planning (…)
Place
branding in
strategic
spatial
planning
Oliveira
(2015a)
1988/1990 2015
15. 1907 - Promotional flyer produced and distributed by the
Portuguese Society of Propaganda
19. A content analysis of 20 spatial development plans,
strategies and policy documents (of 30 identified),
published by Portuguese authorities, the European
Union (EU) and the Organisation for Economic Co-
operation and Development, mainly for the period
between 2014 and 2020.
25. Key findings at the national level
Disconnected interventions PB is Lack of
strategy/disorientation
Tourism oriented
From choose PT to….
26. Findings: At the regional, inter-regional and supra-national level
27. Not integrated in spatial
development plans (PT/N.PT)
Eventually solid steps towards
place branding at inter-
regional level (Galicia-N.PT)
28. 1)Place branding is an absent term;
2)The documents are - economic oriented, aimed at
boosting the national economy and competitiveness
(e.g. IDs 3, 19 and 20; economic growth (ID 2); spatial
planning is technically addressed in two documents
(IDs 11 and 12; smart specialization agenda is
analysed in three other documents (IDs 4, 7 and 15);
tourism planning (e.g. IDs 13 and 17) and investment
attraction (IDs 8, 9 and 10);
3)Miscellanea of branding intentions emerged;
4)No single strategic planning document
unambiguously expressing clear consensual vision of
the future and illustrating the means for rendering it
manifest.
29. 5) Lacks integration in terms of the core attempt to do
serious branding around Destination Portugal
(flagship);
6) Creation of additional brands for the product, i.e.
military tourism - gives rise to misunderstanding;
7) policy-makers in Portugal have been adopting a
communication promotion-based approach to place
branding with an emphasis on visual strategies and
have done so because they have found themselves
needing to rapidly and effectively implement tools
for showcasing the country in one “single step”.
8) excessive reliance on the objectives of inward
investment and visitor attraction to boost the
economy and make it more competitive;
Abstract
Place branding has been embraced by place managers and policy makers as a panacea for a bewildering assortment of socio-spatial and spatial-economic ailments. Despite recent theoretical developments, place branding research lacks an intellectual grounding or even positioning within spatial planning and strategic plan making. Firstly, this article aims to depict the ‘place’ of place branding and related concepts in spatial planning literature, and reveal existing ‘entanglements’ to further provide conceptual and theoretical foundations. Secondly, by employing a qualitative content analysis, it aims to dissect how place branding has been approached in 21 spatial development plans, strategic initiatives and policy documents, published by Portuguese authorities, partnership of enterprises, the European Union (EU) and the Organisation for Economic Co-operation and Development (OECD) stating the territorial, spatial-economic and sectorial development trajectories for Portugal and its regions, mainly for the period between 2014 and 2020. At the EU level, the country-specific recommendations published in line with Europe 2020 deserve special critique.
The EU 2020 strategic pillars give guidance to the Member States, such as Portugal, in terms of how to grow smartly and in a sustainable and inclusive manner. However, the contribution of each pillar, respectively, to spatial connectedness, spatial sustainability and spatial liveability remains doubtful. Empirical evidence proves that the concepts of place competitiveness, place promotion, internationalisation and investment attraction prevail. However, branding, and specifically place branding, only receives superficial attention. Moreover, there is an inconsistency between the current research and practice on place branding and how it has been incorporated in spatial planning and development at the European, national, and regional levels.
This article aims to contribute to the advancement of place branding theory, methodology and practice as a number of methodological, theoretical and empirical challenges remain to be addressed. The argument here is that much terrain is yet to be uncovered by researchers in the investigation of the existing and potential linkage between spatial planning and place branding. In addition, it aims towards a better understanding of the way in which places and branding can be conceptually addressed, primarily by bringing a spatial dimension to the idea of branding places and its integration in spatial planning and strategic spatial plan making. By guiding the attention of academics, practitioners and policy makers towards a spatial-oriented approach to place branding, the article brings novelty to the scholarly and professional debate.
I would like to share with you:
The full version of this paper has been published in the Journal of Place Management and Development
Place branding has been used a panacea for economic and social ailments
Drawing on Kavaratzis (2012), there is an urgent need to rethink place branding towards a more participation-oriented practice, which can be achieved if integrated within wider strategic spatial planning interventions.
Colourful logos and
dark realities
(e.g.)
Facilitate strategic change in places
more socially responsible
We understand strategic spatial planning, which takes an integrated approach to the development of a territory (Healey et al., 1999), to be a means of overcoming the temporal and often spatial limitations and rigidities of traditional/statutory planning, basically concerned with the location, intensity, and harmonization of land development (Albrechts, 2010), as well as a way of overcoming the limitations of “planning on paper” (Balducci et al., 2011, p. 7), by confronting the contemporary social, spatial, and economic needs of a place, and envisioning better but realistic futures. It has been widely debated that cities and regions, including northern Portugal, are faced by a complex range of challenges that can no longer be addressed and managed adequately with the traditional intellectual apparatus and mindset (Albrechts, 2010).
As a consequence, spatial planning and spatial planners must reflect on the adequate approaches and instruments to secure better futures for places and to improve the quality of life for all citizens. We have summarized in Table 1 key definitions of strategic spatial planning, that according to our viewpoint better support the debate on its interplay with place branding, and contribute to the discussion on a regional branding strategy for northern Portugal.
The role of strategic spatial planners in place branding
As a matter of fact, places, such as regions, have been promoted and brands have been designed by those accustomed to promote shoes or electronic equipment. However, branding a place is a more complex task (see, for example, Ashworth and Kavaratzis, 2010) and requires the interactions of different disciplines (Kavaratzis et al., 2015) and experts, including strategic spatial planners. This does not bring into question either the expertise, capabilities and integrity of those dealing with place branding in executing public sectors commissions. But it does raise a number of problems for spatial planning (Ashworth and Voogd, 1999). The request for spatial planners to get involved with place marketing and branding is not new. Ashworth and Voogd (1999) underline that if marketing and branding “is to be part of public sector planning then it must be exercised, or at the very least its capabilities and results understood, by public sector planners” (1999, p. 156). However, the debate on place branding has been mostly concerned with translating mainstream methods and expertise from corporate marketing and branding to places (Hanna and Rowley, 2008; Boisen et al., 2011). What is required is a combination of visions, intuition, organisation and determination (Hall, 1987) to deal with the challenges ahead in place and (strategic) spatial planners must play roles less common in traditional approaches to spatial planning – spatial planners have now to strengthen their creativity to proactively respond to the complex issues faced by places.
It has been assumed that some of the attempts to respond to the complex issues places are facing depend on the ability to combine the creation of strategic long-term visions with short-term actions (Albrechts, 2004). The role of strategic spatial planners goes beyond the technicality of land use plans, territorial zoning, or spatial regulations. It is also necessary to deal with competitive agendas, place-based innovation, transnational learning processes as well as dealing with private capital. It is paramount to discuss and keep the needs and hopes of the community at the core of all spatial interventions and spatial strategies. It is fundamental to maintain a consistent and confident attitude from the side of spatial planners to avoid alienating citizens from their living and working environments. A successful place branding initiative, for instance at the regional scale, able to integrate the stories of communities at the heart of the branding process – in a participative-oriented approach is likely to enhance the perceived value of strategic spatial planning and the role of spatial planners.
According to Healey (2006), there is an imaginative power in strategic spatial planning – a strategic spatial plan or the design of strategic plan-making can be imagined as a vision of the future of a place, such as a region. Therefore, spatial planners must play a core role of being creative thinkers, catalysts and initiators of change (Albrechts, 1999) and developing instruments, such as place branding, to make better places to live, work, study, invest, play and dream in the longer run. This would only be possible if envisioning processes consists of the development of a realistic long-term vision operationalised with short-term actions taking into account the power structures, uncertainties and competing values. Furthermore, the spatial planner must also play the role of a negotiator engaging various relevant place actors in a spatial context, in the definition of spatial strategies and constructing a spatial logic. Thus, design plan-making structures and develop content, images and decision framework through which to influence and to manage spatial change. In the same line of reasoning, a spatial planner must embrace future-strategic thinking in place branding exercises as they deal with spatial qualities, multiple place actors, including citizens and organisations, place opportunities and threats, external trends and forces, all within the resources available.
In line with the role of strategic spatial planners in place branding this thesis is dived in 9 Chapters. The Chapters cover the ground a spatial planner must cover when dealing with place branding, including a diagnosis of the spatial condition, the visions of key place actors and the current spatial policies at the national (Portugal) and regional (northern Portugal levels). The final Chapters withdraw conclusions beyond the case study that could be used as lessons to be learned by other regions dealing with place branding processes. The next section details the structure of the thesis and provides an overview of the Chapters.
(see Zenker & Jacobsen, 2015)
Exist which are each supported by unique visual elements and aesthetic values; and only the documents produced at a cross-border level (Galicia-northern Portugal) seem to better articulate marketing initiatives with more strategic spatial interventions and a vision for the Euroregion, although locked into a 2020 horizon.
Exist which are each supported by unique visual elements and aesthetic values; and only the documents produced at a cross-border level (Galicia-northern Portugal) seem to better articulate marketing initiatives with more strategic spatial interventions and a vision for the Euroregion, although locked into a 2020 horizon.