The Roles of Branding in Public Administration and Place Management: Possibilities and Pitfalls

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Abstract

In this chapter, we examine the role of branding within public administration and, more specifically, the role of place branding within place management. The chapter starts with a discussion of the origins of the practice in marketing and public sector planning. The tendency towards image-based governance processes and the effects of a more general ‘mediatisation’ and information overload are identified as the reasons why municipalities turn to branding in the first place. Then the branding process is described followed by a discussion of the particular problems it is called to solve. The challenges inherent in this are also outlined before the chapter concludes with a hint towards a more participatory and inclusive approach to place branding that might be expected in the near future.

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.University of GroningenGroningenThe Netherlands
  2. 2.University of LeicesterLeicesterUK

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