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Through the Lens: Reclaiming Place Brand Image with the First Nations People of the Goulburn Murray

Author

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  • Jody Evans
  • Kerrie Bridson

Abstract

This study explores how a regional First Nations community in Australia reshaped its place brand image through a collaborative, strengths-based approach. Grounded in community-based participatory research and aligned with the aims of transformative consumer research, the study used interviews, focus groups, and photovoice to facilitate the cocreation of a collective strengths-based narrative. The findings reveal six themes, including kinship, places of strength and history, that reflect a more nuanced expression of the functional, social, and cultural-symbolic dimensions of place brand image in a regional context. The study contributes methodologically by offering a practical model for codesigned, participatory place branding. It also provides a pathway for practitioners and academics seeking to collaborate with communities in shaping strengths-based narratives of place that can drive a positive social impact.

Suggested Citation

  • Jody Evans & Kerrie Bridson, 2026. "Through the Lens: Reclaiming Place Brand Image with the First Nations People of the Goulburn Murray," Journal of the Association for Consumer Research, University of Chicago Press, vol. 11(1), pages 51-64.
    • Handle: RePEc:ucp:jacres:doi:10.1086/738478
    DOI: 10.1086/738478
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