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The narrative nature of place branding

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Abstract

In contrast to most studies and practices of place branding, this article is based on the assumption that branding is not about identifying the essence or DNA of a place, but about constructing powerful narratives that create meanings, which address consumers’ self-fashioning and lifestyle needs according to their specific cultural contexts. Hence, meaning is not immanent in a place or nation. Meaning is constructed by narratives that create order and coherence in an otherwise chaotic and fragmented world.

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Notes

  1. It is interesting to note that the perspective of the holiday narrative is global where Denmark has to defend its national values, for example, through the Bornholm brand. In contrast, the perspective in the identity narrative changes to an inward and nationally oriented perspective where being a Dane and a Bornholmer is not the same. This is a very strong example of different messages communicated at the same time but in different contexts and to different target groups.

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Authors and Affiliations

  1. Department of Management, Politics and Philosophy, Copenhagen Business School, Copenhagen, Denmark

    Rebecca Hjortegaard Hansen

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  1. Rebecca Hjortegaard Hansen
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Correspondence to Rebecca Hjortegaard Hansen.

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Hansen, R. The narrative nature of place branding. Place Brand Public Dipl 6, 268–279 (2010). https://doi.org/10.1057/pb.2010.27

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  • DOI: https://doi.org/10.1057/pb.2010.27

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