The dynamics of place brands: An identity-based approach to place branding theory

Abstract

This article introduces a novel approach towards place branding theory, adopting a view based on the relationship between the place brand and place identity. The article first evaluates the dominant conceptualization of identity within place branding. It is argued that better understanding of the relationship between place identity and place brands might advance the theory of place branding. In its current state, place branding practice and, to a great extent, place branding literature adopt a rather static view on place identity as something that can easily be articulated and communicated for the purposes of branding the place. This approach is limited as it does not reveal the full complexity of place identity and limits the role and potential of place branding. The article, drawing on a combination of the literatures on place identity and organisational identity, proposes a more dynamic view of place identity that considers identity a constant dialogue between the internal and the external. The role of branding within the identity dialogue is then clarified leading to an appreciation of the full dynamics of place brands. The true nature of place branding is revealed as one of interaction and dialogue between stakeholders.