Public value-driven place branding. The way forward?
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ORIGINAL ARTICLE
Public value‑driven place branding. The way forward? Marta Hereźniak1 · Justyna Anders‑Morawska1 Revised: 20 April 2020 / Accepted: 21 September 2020 © Springer Nature Limited 2020
Abstract While competing for tourists, business and foreign talent has been the focal point of place branding strategies for the past decades, in many cases it also produced negative externalities for the place residents. As more examples of the adverse effects of the marketization of places come to light, a stronger consideration for the results that branding brings to citizens becomes necessary in scholarly and practical thinking about places. The current paper presents a proposal of the paradigm shift in the place branding discourse, by adopting the public value (PV) approach. It calls for the replacement of competition-oriented and demand-driven perspective on place brand building with activities centred around creating value for the place residents. As a concept embedded in public policy and management literature and one that emerged from the critique of New Public Management approach, PV is here discussed in the context of the evolution of public administration models. The relevance of PV to place branding is then explained with reference to the collective, relational and experiential nature of a place brand. The authors posit that place branding can become an enabler of public value creation in a threefold manner: as a means of PV expression, as the enhancer of social relationships, and as a moderator of social behaviour. Keywords Place branding · Public value · Participation · Community involvement
Introduction Over the past two decades, modern societies faced a number of challenges, such as the consequences of the global economic downturn in the first decade of the century, the fast-paced technological developments, and the looming environmental crisis. These, in turn, provoked diverse social responses, including the shortage of trust in political, economic and intellectual elites, resulting in the growing sense of social insecurity and in the emergence and rise of attractiveness of populist movements. In these highly volatile social and economic circumstances, well-established notions and lines of thinking proved insufficient, both functionally and morally. Equipped with modern communication platforms, such as social media and the Internet in general, people in different parts of the world have been voicing their criticism and frustration, demanding to be heard, taken into consideration and involved in the processes that make or * Marta Hereźniak [email protected] Justyna Anders‑Morawska [email protected] 1
University of Lodz, Łódź, Poland
break the quality of their lives and of their future. In other words, the patterns of the relationships between the public sphere and the ‘ordinary’ citizens, established a few decades ago, had been strained and began to be continuously questioned. The abovementioned circumstances have also set the direction and the tone of the academic research and
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