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Public value-driven place branding. The way forward?

Author

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  • Marta Hereźniak

    (University of Lodz)

  • Justyna Anders-Morawska

    (University of Lodz)

Abstract

While competing for tourists, business and foreign talent has been the focal point of place branding strategies for the past decades, in many cases it also produced negative externalities for the place residents. As more examples of the adverse effects of the marketization of places come to light, a stronger consideration for the results that branding brings to citizens becomes necessary in scholarly and practical thinking about places. The current paper presents a proposal of the paradigm shift in the place branding discourse, by adopting the public value (PV) approach. It calls for the replacement of competition-oriented and demand-driven perspective on place brand building with activities centred around creating value for the place residents. As a concept embedded in public policy and management literature and one that emerged from the critique of New Public Management approach, PV is here discussed in the context of the evolution of public administration models. The relevance of PV to place branding is then explained with reference to the collective, relational and experiential nature of a place brand. The authors posit that place branding can become an enabler of public value creation in a threefold manner: as a means of PV expression, as the enhancer of social relationships, and as a moderator of social behaviour.

Suggested Citation

  • Marta Hereźniak & Justyna Anders-Morawska, 2021. "Public value-driven place branding. The way forward?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 65-77, March.
    • Handle: RePEc:pal:pbapdi:v:17:y:2021:i:1:d:10.1057_s41254-020-00185-0
    DOI: 10.1057/s41254-020-00185-0
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    References listed on IDEAS

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    2. John P. Houghton & Andrew Stevens, 2011. "City Branding and Stakeholder Engagement," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 45-53, Palgrave Macmillan.
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    6. Robert Govers, 2020. "Imaginative communities and place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 1-5, March.
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    Cited by:

    1. Alberte Tøttenborg & Can-Seng Ooi & Anne Hardy, 2023. "Place branding through public management lenses: supplementing the participatory agenda," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 114-127, March.
    2. Gema Lobillo Mora & Xavier Ginesta & Jordi de San Eugenio Vela, 2021. "Corporate Social Responsibility and Football Clubs: The Value of Environmental Sustainability as a Basis for the Rebranding of Real Betis Balompié in Spain," Sustainability, MDPI, vol. 13(24), pages 1-16, December.

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