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From a bad to good reputation: a case study illustrating the re-branding of a stigmatized neighbourhood in Sweden

Author

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  • Magdalena Sjöberg

    (Umeå University, Sweden)

Abstract

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.

Suggested Citation

  • Magdalena Sjöberg, 2025. "From a bad to good reputation: a case study illustrating the re-branding of a stigmatized neighbourhood in Sweden," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 21(2), pages 223-231, June.
    • Handle: RePEc:pal:pbapdi:v:21:y:2025:i:2:d:10.1057_s41254-024-00352-7
    DOI: 10.1057/s41254-024-00352-7
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