A stakeholder’s perspective on some of the factors influencing the relationship between UNESCO Biosphere status and the Isle of Man’s place brand

UNESCO Biosphere (UB) status is a coveted designation to places demonstrating commitment to environmental protection and sustainable development, actions that research confirm as positive impacts on the place reputation and the place brand positioning. The purpose of this study is to explore the relationship between the UB status and programme with the place brand and provide insights into some of the factors influencing this relationship in the context of the Isle of Man (IoM), the only whole nation UB. Following a case study strategy, the website, meeting notes and reports of the UBIoM programme were analysed together with 11 unstructured interviews with stakeholders. Two main themes generated through thematic analysis of the interviews reveal that some of the factors identified by the literature as critical in the success of the UB programme, also play a positive role in its relationship with the place brand. The findings highlight the importance of education, clarity of governance, understanding of stakeholders’ priorities and interests, and identification and distribution of the place brand benefits in the successful embeddedness of UB principles in the everyday life on the IoM and consequently the UB status reflection on place brand. The study concludes that the relationship between the UB status and programme with the IoM place brand relies on stakeholder engagement in the UB programme and has implications for its effective management.