A comparative analysis of place branding in Michigan and Ontario

Richard Sadler, Evan Cleave, Godwin Arku and Jason Gilliland

Urban Research & Practice, 2016, vol. 9, issue 1, 16-36

Abstract: Place branding has increasingly been adopted as a municipal initiative to change the trajectory of local economic development. Specifically, local municipalities and communities have used place branding not only as a response to the influence of globalization and neo-liberalism, but also economic challenges and restructuring. Like any other initiative, the ultimate goal is to enhance the economic and social well-being of local jurisdictions. Although a popular strategy, it is not clear if and how locally specific factors mediate the process. By comparing two cross-border geographical areas, this study attempts to identify how regional variability in the manifestation of political-economic forces, as well as geographical influences, affects the use of place branding at local scales. Every municipality in Michigan ( n = 1774) and Ontario ( n = 414) was systematically examined for the presence and message of local place brands as presented through logos and slogans. The comparative analysis demonstrated that Ontario’s municipalities utilized place branding to a greater extent, and that the dominant messages differ by region. Further, this analysis shows that -- beyond political differences -- geographical context appears to have an effect on both local place branding usage and message.

Date: 2016
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DOI: 10.1080/17535069.2015.1037341

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