A social capital framework to understand the particularities and power dynamics in city branding

Abstract

Place marketers operate in a complex, multi-faceted stakeholder environment. Frequently operating at the nexus of the public/private sector divide, promotional professionals are uniquely positioned to leverage their stakeholder relationships with local, national and international actors to both establish credibility and legitimacy for their roles, and also build a successful brand reputation for the city they represent. With qualitative data collected from 44 professionals in 19 cities, this paper enhances theoretical understanding of the complex inter-relationships involved in place branding through the lens of cultural intermediation and social capital. By identifying the significant personal and professional relationships and means by which they are developed and maintained across diverse fields, this contribution positions promotional actors in unique positions of power within the urban landscape.