Re-branding the High Street: the place branding process and reflections from three UK towns

Nikos Ntounis,Mihalis Kavaratzis

doi:10.1108/jpmd-12-2015-0056

Abstract

PurposeThe main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project.Design/methodology/approachA comprehensive place branding process that includes the interrelated stages of research, deliberation, consultation, action and communication is presented. The practical value of this theoretical proposition is linked to the experiences of three UK towns that participated in the HSUK2020 project.FindingsThe importance of research, the challenges of participation and the role of communications in place branding processes were identified as primary issues in all towns. The results of the project demonstrate the significance of the initial research stage of the place branding process and show that the process as a whole is valuable in helping places deal effectively with identity issues.Research limitations/implicationsParticipatory place branding processes can flourish when place stakeholders are engaged in the right context and are encouraged to work together. In addition, place brands are important cues and empower stakeholders’ participation in all stages of place brand processes.Practical implicationsKnowledge exchange projects that have the potential to engage a plethora of place stakeholders should be considered by practitioners for future place branding strategies.Originality/valueThe paper offers a refreshing practical grounding on participatory place branding concepts and theories. The value of knowledge exchange strategies for examining the field of place branding is also highlighted and can become a useful research approach for future research.

Highlights

One of the tasks that has captured the imagination of local authorities around the world is that of developing and maintaining a successful brand of the town or city
We argue for a broader understanding of the place branding process
Concluding remarks The experience of the towns participating in the HSUK2020 project serves as evidence for the usefulness of the foundations of place branding and the place branding process as presented in this article

Summary

Introduction

The brand of a place is not created in the design of a logo but rather in people’s encounters with the place and all its diverse aspects. In this sense, place brands have numerous co-creators who engage in a process of co-constructing them as they form and exchange ideas, experiences, feelings and opinions about the place (Kavaratzis and Hatch, 2013). The role of designers, consultants and local authorities is a role of participation in these processes and of facilitation of a dialogue that constantly recreates the place brand. All places are complex entities that have multiple identities (Boisen et al, 2011), which do not allow an easy depiction in a single identity claim or a single logo, as beautiful and appealing as this might be

Objectives

Findings

Conclusion