Towards Effective Place Brand Management

Towards Effective Place Brand Management

Branding European Cities and Regions

Edited by Gregory Ashworth and Mihalis Kavaratzis

Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.

Chapter 6: Managing Otherness: The Political Economy of Place Images in the Case of Tuscany

Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli

Subjects: business and management, marketing, development studies, tourism, economics and finance, public sector economics, regional economics, environment, tourism, geography, cities, tourism, urban and regional studies, cities, urban studies


Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli INTRODUCTION Discussions about image and branding policies are usually placed in the framework of ‘place marketing’ and marketing literature helps in defining the features, components and main characters of image and of its relationship with local identity. We suggest, however, that managing images is also a political process with significant impact in supporting and shaping the scenario (perceptions and expectations) for innovation and economic policies (Bellini, 2004). The argument is supported by two different and complementary case studies from Tuscany (Italy). The first one discusses the case of areas that show a divergence from the dominating pattern of social and economic development in the region. It is shown that ‘managing otherness’ is more than a communication problem and may reveal underlying ambiguities: at the same time, a request for supporting structurally disadvantaged areas and the affirmation of an alternative identity and of alternative development patterns. The second case study shows a different kind of ‘otherness’, concerning new industries and emerging social groups. Discussion shows that the branding process may imply a competition between images in order to control the representation of the past, present and future of an area. This competition aims at influencing the policy agenda by manipulating the gaps between image and identity. 89 90 Towards effective place brand management THE THEORY The Lessons from Marketing Place image (the image of a region, of a city etc.) has come to the attention of both scholars and practitioners mostly within the framework...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information