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

Magdalena Sjöberg ()
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Magdalena Sjöberg: Umeå University, Sweden

Place Branding and Public Diplomacy, 2025, vol. 21, issue 2, No 6, 223-231

Abstract: 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.

Keywords: Re-branding; Spatial stigma; Private sector; Co-creation; Place attachment (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41254-024-00352-7

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