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The Limits of Place Branding for Local Development: The Case of Tuscany and the Arnovalley Brand

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  • Cecilia Pasquinelli

Abstract

Place branding is increasingly part of the agenda of numerous public authorities, being deemed a tool for place management. Nations, regions, cities and inter-regional networks brand their developmental initiatives in order to attract and retain resources. In the light of the contemporary debate on regional and local development, this paper discusses the capacity of place branding to support an endogenous development, by legitimizing emerging social groups and by reinforcing their sense of place. The research analyzes the added value derived from the interplay of local actors who interact with the place brand. The aim is thus to understand the extent to which place branding boosts the crucial processes that lead to an endogenous development i.e. identity-building involving multiple local communities, social learning, and institutional changes. The investigation focuses on an attempt to brand the Tuscan innovative milieu, specifically the Arno Valley in Tuscan. Empirical evidence proves that the Arnovalley brand triggered limited social learning, fairly weak community-building, and left little room for institutional change.

Suggested Citation

  • Cecilia Pasquinelli, 2010. "The Limits of Place Branding for Local Development: The Case of Tuscany and the Arnovalley Brand," Local Economy, London South Bank University, vol. 25(7), pages 558-572, September.
    • Handle: RePEc:sae:loceco:v:25:y:2010:i:7:p:558-572
    DOI: 10.1080/02690942.2010.532358
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    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    2. Dominic Power & Atle Hauge, 2008. "No Man's Brand—Brands, Institutions, and Fashion," Growth and Change, Wiley Blackwell, vol. 39(1), pages 123-143, March.
    3. John Sinclair, 2008. "Branding And Belonging," Journal of Cultural Economy, Taylor & Francis Journals, vol. 1(2), pages 217-231, July.
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    Cited by:

    1. Nick Williams & Chay Brooks & Tim Vorley, 2016. "Hidden clusters: the articulation of agglomeration in City Regions," Environment and Planning C, , vol. 34(8), pages 1776-1792, December.
    2. Laura Ripoll González & Fred Gale, 2020. "Place Branding as Participatory Governance? An Interdisciplinary Case Study of Tasmania, Australia," SAGE Open, , vol. 10(2), pages 21582440209, May.
    3. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    4. S. Koumara-Tsitsou & N. Karachalis, 2021. "Traditional products and crafts as main elements in the effort to establish a city brand linked to sustainable tourism: promoting silversmithing in Ioannina and silk production in Soufli, Greece," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 257-267, September.
    5. Maria J. Cerda-Bertomeu & Francisco J. Sarabia-Sanchez, 2016. "Stakeholders’ perceptions of place branding and the role of the public sector: An exploratory analysis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(4), pages 299-313, November.
    6. 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.
    7. Anna Matwiejczyk, 2024. "Polish Functional Urban Areas: fundamental barriers to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(1), pages 76-85, March.
    8. Sittidaj Pongkijvorasin & Steven R. McGreevy, 2021. "Loving local beans? The challenge of valorizing local food in the Thai highlands," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(12), pages 17305-17328, December.
    9. Sylwia Dudek-Mańkowska & Miroslaw Grochowski, 2019. "From creative industries to the creative place brand: some reflections on city branding in Poland," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 274-287, December.
    10. Inês Gusman & Alan Sandry, 2022. "The Economies of Identities: Recognising the Economic Value of the Characteristics of Territories," Sustainability, MDPI, vol. 14(14), pages 1-21, July.
    11. Ari-Veikko Anttiroiko, 2015. "City Branding as a Response to Global Intercity Competition," Growth and Change, Wiley Blackwell, vol. 46(2), pages 233-252, June.
    12. Elena Cruz Ruiz & Elena Ruiz Romero De la Cruz & Francisco J. Calderón Vázquez, 2019. "Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)," Sustainability, MDPI, vol. 11(1), pages 1-16, January.

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