A gentler structure to life: co-creation in branding a cultural route

Arja Lemmetyinen,Lenita Nieminen,Johanna Aalto

doi:10.1057/s41254-021-00215-5

Arja Lemmetyinen, Lenita Nieminen + Show 1 more

Open Access

https://doi.org/10.1057/s41254-021-00215-5

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Abstract

The study explores how a cultural route supports the identity of a place. The study applies co-creative and identity-based place-branding theory and advances research on the significant role of culture when various actors identify with the brand of a place. Moreover, cultural sustainability is seen as a form of meta-narrative that frames the symbiosis of a place brand and its cultural values. Contributing to the previous research on branding a cultural route, this study discusses the value of a person (an architect) to the branding of a cultural route. The study also contributes to place-branding theory by linking the discourse on architectural heritage and branding an emerging cultural route. We used a single and critical case approach focusing on one of the sites representing a group of cities involved in the branding of the Alvar Aalto cultural route. Various qualitative research methods including interviews and publicly available material were utilized. The study presents empirical findings on branding an emergent cultural route. As a key theoretical contribution, the study shows how the culture and image of an individual site are expressed in the cohesive brand identity of that cultural route. Communication and co-creation are revealed to be prerequisites of efficient collaboration.

Highlights

This study contributes to the discussion on place-branding theories evolving toward the brand-identity-based approach that addresses the culture of the place as part of its identity and integral to its image (Kavaratzis and Hatch 2013)
According to Mitoula and Kaldis (2019, p. 118), the cities connected to a cultural route tend to “develop their own identity and brand name so that visitors and general public opinion could associate the city with its cultural heritage, and to develop its recognizable brand name with an emphasis on culture.”
The multistakeholder approach adopted in the study made it possible to explore the value co-creation in the context of branding a cultural route

Summary

Introduction

This study contributes to the discussion on place-branding theories evolving toward the brand-identity-based approach that addresses the culture of the place as part of its identity and integral to its image (Kavaratzis and Hatch 2013). The uniqueness and individuality of a site are made distinct by integrating both physical and immaterial heritage into a thematic cultural route, offering a new space for discovery and experience seeking (Majdoub 2010). 118), the cities connected to a cultural route tend to “develop their own identity and brand name so that visitors and general public opinion could associate the city with its cultural heritage, and to develop its recognizable brand name with an emphasis on culture.”. Contrary to the previous approach which emphasizes the specific brand identity of each city along a cultural route, this study shows that all cities or places on a cultural route can benefit from operating under the same brand. The view is supported by Majdoub (2010), who claims that the search

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