Place Branding and Public Diplomacy最新文献

The study aims to explore and investigate human traits in places, drawing from the concept of brand archetypes introduced by Carl Jung. Looking at the city of Amman as the main brand and Jabal Al-Wiebdeh neighborhood as a sub-brand, it questions the conventional approach of creating a single umbrella city brand and advocates for a Selective Endorsed brand architecture strategy that embraces the diversity of the city’s brand and allows for a customized approach to place branding. The paper taps into the place brand image, as perceived by the community, with a specific focus on exploring brand archetypes in neighborhoods through a "bottom-up" approach. This will ultimately aid city officials in understanding place brand making to facilitate alignment of the perceived brand image with the intended brand identity. The brand archetype was identified through mixed research methods, including interviews and surveys. Findings demonstrate the identification of brand archetypes in places, revealing the potential emergence of distinct archetypes within neighborhoods, different from those of the city. Additionally, the findings reveal a correlation between the community’s narratives and their emotional attachment to the place, influencing the perceived brand archetypes. This emphasizes the need for a customized approach to city branding, which recognizes and highlights key neighborhoods, by acknowledging the community’s role in comprehending the place brand image.

This study contributes to the stream of research investigating the influence of the creative sector on the development of cities and the importance of place branding to local development. Place branding increasingly influences the competitiveness and attractiveness of cities. We examined ten European cities as creative places and how integrating creative economy strategies, social inclusion, and sustainable practices into city branding contributes to differentiation and competitiveness. The current research contributes to the research area by examining certain cities in the context of the creative economy and investigating how, as creative brands, they can be differentiated from their competitors by utilizing inclusive planning of the image of the place.

This review explores the complex interrelations between food, diplomacy, and politics. It examines the emergence of a new field of studies that interrelates diplomacy, food and gastronomic practices, providing attention to academic concepts such as gastropolitics, gastrodiplomacy, culinary diplomacy, and food diplomacy. Arjun Appadurai was the first author to conceptualise this interconnection analysing its semiotics. The paper delves into historical and contemporary reports to trace the development of this transdisciplinary field. Following a comprehensive state-of-the-art approach, the study investigates how nations strategically employ food to enhance soft power, encourage cultural exchange, and promote national identity through food on a global scale. The rapid review outlines the pioneering efforts of countries like France in gastronomic promotion as a way of cultural diplomacy and Thailand and South Korea in gastrodiplomacy, two examples of the materialisations of diplomacy and gastronomic sciences alignment. It highlights food’s many roles in public diplomacy, cultural representation, and economic development. Additionally, the paper explores both the role of food in international governance and humanitarian aid as well as in paradiplomacy and protodiplomacy concepts where food promotion and identity are correlated. 86 articles were included in this rapid review through research carried out between March and April 2024. Those articles have been retrieved from Google Scholar, Web of Science, and ScienceDirect.

This study highlights the role and importance of job-related factors—including the employers’ attractiveness—for the design of efficient Place branding strategies to attract and retain labour. By using data from a series of surveys, we examine factors that would convince university students to work in non-metropolitan regions. We consider both employer-related and regional attraction factors. Our results emphasise the key role of human resource management (HRM) practices and the Employer brand in attracting future young workers. If each organisation develops a strong Employer brand, then the entire region becomes more attractive. Thus, we argue that such Place branding strategies should primarily focus on highlighting the collective attractiveness of local employers, on job opportunities, and on interesting career paths available in a region.

Neighbourhoods with low social capital and bad reputations are becoming even more deprived, with increased homelessness, poverty and gang violence. In Sweden, and internationally, there is a need for knowledge of ways to stimulate positive regeneration of neighbourhoods with a bad reputation. This ethnographical case study explores regeneration factors in a neighbourhood that was transformed over 14 years from one with low social capital and a bad reputation to one with higher social capital and a good reputation. Three key factors in this positive regeneration and de-stigmatization process of a neighbourhood with an undesirable reputation were identified: the engagement of private sector actors with place branding and spatial anchorage skills; collaborative co-creation; and home-love with emotion-based building. The findings regarding this successful case highlight the importance of collaboration and including actors with re-branding skills when rewriting the narrative of a stigmatized neighbourhood.

Promoting countries’ culture may become an essential element of public diplomacy as it has the power of attraction using different expressions such as food and music. Public diplomacy research has focused on strategic communications and building relationships with stakeholders, but little research about instruments of public diplomacy has been conducted. The goal of this paper is to elucidate how festivals contribute to the implementation of public diplomacy. This research utilizes a mix of qualitative and quantitative data collected through observation during the Festival of Embassies in Prague, online interviews with diplomats who attended the festival, and a survey conducted with visitors during the festival to assess their perceptions toward the festival. This paper proposes six festival dimensions: Ambassador presence in the event, ambassadors’ presentation of their countries, food, music representing countries, traditional attires, and stalls representing their countries. The results indicate that this food festival is an effective instrument of public diplomacy as ambassadors’ presentations at the event are relevant, but the country stall and food are more significant than the mere presence of the ambassadors. Recommendations for diplomats include maintaining their participation in this festival but mingling with people, and for organizers, increasing the event’s promotion.

This exploratory paper assesses the websites of South Africa’s eight metropolitan cities to ascertain how each uses place branding to anchor itself in the global economy. The paper commences by describing the evolution of South Africa’s local government landscape. After that, the paper pivots place branding as a competition-setting process. Next on the agenda is a discussion on the role and significance of metropolitan cities in driving nation-state economic growth and a description of well-functioning websites, which form the framework of analysis. A presentation of the websites of each of South Africa’s metropolitan cities follows this. The paper uses screenshots to guide this presentation. The paper illuminates significant gaps and oversights in projecting South Africa’s metropolitan cities to the international community, tourists and businesses. The paper concludes by offering reflective notes on the need for intensified place branding processes in South Africa. The paper contributes to place branding scholarship by interrogating the efficacy of platforms that are becoming pervasive in transporting narratives and agendas far beyond territorial borders. It diversifies the place branding discipline and advocates for its further exposition and understanding.

In an increasingly competitive world, nation branding has become a crucial way to promote a country, especially after a global health crisis. In 2020, Italy was strongly affected by the Covid-19, and to recover from its negative impact, Italy launched a nation branding campaign to support the Made in Italy. The paper explored Italy’s nation branding campaign in Instagram, from a communicative perspective, to understand its main themes and narrative patterns. The research is based on a quantitative content analysis, to examine the content and values promoted in the campaign, and a thematic analysis to provide the main narratives adopted. The content analysis showed that the main themes were nation branding initiatives, followed by people & culture, and economy. Moreover, the predominant narrations were cultural heritage, culinary culture, land of style, innovation and sustainability, and initiatives for the users. This demonstrated that traditional themes about Italy (heritage & art, gastronomy, and craftsmanship) are still strong; however, some new themes concerning innovative and green themes, and interactive initiatives are also included. The study contributed to the exploration of new methods to promote nation branding through social media and digital community engagement.

Place branders express a desire for their work to aid in addressing crises such as climate change through sustainable developments that assist with brand positioning, yet little is known about how place branding professionals manage tensions and contradictions that arise between sustainability and investment development. This paper qualitatively explores how place branders talk about ecological sustainability at a place branding conference. We pose the research question, how do place branders communicatively construct the meaning of place branding for sustainability? Our key finding is that place branders reframe ecological crises as an “exclusive” business and brand-building opportunity. Rather than viewing this as “business as usual,” we use defamiliarization as a method of disrupting common sense and presenting the familiar as “strange,” and we employ degrowth ideas as a tool for doing so. We show how place branding for sustainability is constructed as a matter of making a place attractive to businesses that can generate green growth, and how this is done by suppressing aspects that challenge this view. In doing this, we provide a deeper insight into how certain, pro-growth-oriented sustainability practices are communicatively maintained, and into the struggles branders face when tasked with place branding for sustainability.

Both scholars and practitioners agree that stakeholder participation in place branding processes is important for enhancing their support, often referred to as Brand Citizenship Behaviour (BCB). Stakeholder participation can be varied and is often linked to the different roles that place stakeholders can adopt in the place branding process. The literature suggests a link between different stakeholder roles taken along the branding process (from decision-making to implementation) and their voluntary and active supportive behaviours towards the brand project. Despite this recognition, many aspects related to place stakeholders’ roles and BCB remain underexplored, particularly what leads stakeholder to adopt certain roles and engage in behaviours associated with such roles. This study aims to fill this gap by using role theory as a theoretical lens to conceptually explore the different roles actors adopt in the place branding process, their motivations to adopting a certain role and the behavioural expectations that come with such roles. Given the complexity of places and interactive nature of place branding, we also reflect on the fluid and interrelated nature of such roles as they are constantly (re)shaped in the interactions between place stakeholders.