Handbook on Place Branding and Marketing
Show Less

Handbook on Place Branding and Marketing

Edited by Adriana Campelo

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 2: A strategic spatial planning approach to regional branding: challenges and opportunities

Eduardo Oliveira and Gregory J. Ashworth

Abstract

This chapter critically scrutinizes the actual and potential roles of place branding as an instrument for the attainment of strategic spatial planning goals. The chapter also aims to critically discuss the challenges and opportunities of branding regions, a spatial scale seldom explored in academic and grey literatures. By presenting and discussing the challenges and opportunities involved in the process of branding regions, the chapter emphasizes the relevance and effectiveness of regional branding processes in supporting economic and social spatial realignment through the shaping of envisioned and collectively defined futures. Collectively defined futures, as the literature in both fields – place branding and strategic spatial planning – elucidates, requires the engagement and careful consideration of those whom a spatial strategy and ultimately a region brand must serve – the territory and those interacting with it. The involvement of key regional actors as well as community participation in strategic spatial planning and place branding strengthens the place brand independently of its scale of application. The chapter proceeds as follows. Firstly, it clarifies the authors’ understanding of place branding as an instrument for the attainment of strategic spatial planning goals. Secondly, civic and institutional participation is critically appraised in light of the literature of place branding and strategic spatial planning. Thirdly, it discusses the roles of strategic spatial planners in branding regions. Finally, the challenges and opportunities of branding regions are discussed and conclusions regarding such an approach are presented.

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

or login to access all content.