Place branding: Are we any wiser?

Abstract

Located on the west coast of Denmark, the port of Esbjerg inadvertently grew into a city and has undergone significant transformations in its 153-year existence. From agricultural produce export and fishery powerhouse to an oil & gas offshore hub and finally, a centre for energy technology, Esbjerg has shown a remarkable ability to adapt to survive and grow. Yet Esbjerg has struggled as an undesirable place with prolonged negative images as the wild west of Denmark, on the periphery of civilization with foul smells. Through a historical approach, this city profile paper discusses the evolution of Esbjerg and its images, and how the city has attempted to overcome its negative images them by means of establishing a place brand. In doing so, the paper emphasises how the self-styled “Energy Metropolis” has used its place brand as a catalyst for aligning branding activities with urban governance strategies, highlighting the importance of including residents when establishing a place brand, defining the brands (geographical) territory and the need for a branded house strategy. The case of Esbjerg demonstrates the necessity of avoiding myopia and introducing collaborative partnerships to overcome negative images.