Rethinking the Roles of Culture in Place Branding

Gregory J. Ashworth () and Mihalis Kavaratzis ()
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Gregory J. Ashworth: University of Groningen
Mihalis Kavaratzis: University of Leicester

Chapter Chapter 9 in Rethinking Place Branding, 2015, pp 119-134 from Springer

Abstract: Abstract Within place branding, culture is assumed to create positive associations with the place and is, therefore, used extensively. However, we argue that the understanding of culture is inadequate and leads to disconnection between local culture and the place brand instead of synergy. A critical evaluation of the methods commonly used reveals that culture is misinterpreted and oversimplified. The article discusses significant tensions relating to the dominance of certain cultural elements and actors and the effects on identity. The relationship between place brands and culture is reconstructed through a re-appreciation of its complexity and reciprocity. Synergies are found in understanding culture as a process of meaning production and in clarifying the role of place brands (as cultural phenomena themselves) in culture.

Keywords: Local Culture; Cultural Event; Aesthetic Experience; Strategic Objective; Artistic Production (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-12424-7_9

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DOI: 10.1007/978-3-319-12424-7_9

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