Activity: Academic Talks or Presentations › Oral presentation › Research
Place Branding refers to the development of brands for geographical locations such as cities, regions and nations with the aim to trigger positive associations and distinguishing a territory or location from others. A distinguishing feature of ‘place branding’, in comparison to product or corporate branding, is the complexity of managing diverse stakeholders of the place. The notion of ‘participatory’ place branding is being advocated as a preferred model for stakeholder engagement especially involving the local community, however, few normative model and guidelines are available. This research draws inspiration from ‘participatory design’ by using it as part of participatory methodology in place branding research. The expected outcome is a set of recommended strategies for community engagement in place branding practice.