Placebranding in a Multi Level Perspective
2010 (English)In: Place Branding and Public Diplomacy, ISSN 1751-8040, Vol. 6, 36-48 p.Article in journal (Refereed) Published
This article proceeds from the basic assumption that place branding is a place-creating process. Its main argument, however, is that these acts of place creation must be understood from a multi-level perspective. To substantiate this argument, the author provides empirical evidence from four spatial levels, namely, a neighbourhood, a municipality, a functional region and a county in Sweden. The empirical data show that at all these four levels place-branding actors use two particular techniques – spatial positioning and spatial anchorage – in order to communicate the space they wish to promote. The techniques of anchorage and positioning create a complex web of branded places, which, the author argues, can be understood only from a multi-level perspective on place branding.
Place, publisher, year, edition, pages
United Kingdom: Palgrave Macmillan, 2010. Vol. 6, 36-48 p.
place branding; place; space; identity
Social and Economic Geography
IdentifiersURN: urn:nbn:se:liu:diva-62531DOI: 10.1057/pb.2010.1OAI: oai:DiVA.org:liu-62531DiVA: diva2:373208