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

Jody Evans and Kerrie Bridson

Journal of the Association for Consumer Research, 2026, vol. 11, issue 1, 51 - 64

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.

Date: 2026
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