Week 6

Question 1

Place branding

Answer 1

most strategic, complex. Aimed at image creation, reputation
Place branding includes perception of inhabitants, not just outside.

Question 2

Place promotion

Answer 2

short term practice. Making visible what place has to offer

Question 3

Place Marketing

Answer 3

longer term, techniques to promote location. Same place promoted in different ways to different audiences

Question 4

Two premises of place branding

Answer 4

1. Competition between places and

2. it builds on place identity.

Question 5

Nowhere and Somewhere Spectrum

Answer 5

Sack (1992): Nowhere is objective meaning free objective space, somewhere is explicitly spatial. Context-specific, descriptive, ’Subjective’

Question 6

Kavaratzis and Kalandides

Answer 6

too much focus on genius loci and not on place identity and human interactions with space –> place branding too much on nowhere spectrum

Question 7

Brand alienation:

Answer 7

Contrast between place identity and place branding. Related to counter-hegemonic — people not relating to the place branding. Example: Vancouver 2010, Rio de Janeiro World Cup 2014

Question 8

Neoliberal governance

Answer 8

• reducing government interference in economy. e.g. eliminating price controls, privatization of industries, austerity measures
• trickle down economy argument

Question 9

Place branding criticisms/problems

Answer 9

1. Used by elite like in cuenca
2. stakeholder visions can be different
3. brand alienation
4. sometimes more focus on image than social cohesion (like in Liverpool)
5. can increase inequalities (like in Liverpool, Cuenca)
6. economic revenue/exact revenue is questionable

Question 10

External vs internal place branding

Answer 10

Spectrum. Some events more on external (e.g. Olympics) some more in internal (e.g. ECOC)

Question 11

Arguments for hosting events

Answer 11

1. Neoliberal economic model. - Spend money to make money - Trickle down economics - Public sectors bears all costs (taxpayers) and in the end private sector benefits. E.g. VIP sections in Maracanha, private company hired to maintain stadium for 35 years
2. Symbolic power - putting the place on the map
3. Tool for urban regeneration - used to be for sports, now argued for urban renewal

Question 12

Mega Event syndrome

Answer 12

overstating benefits, understating possible consequences

Question 13

Hegemonic and counter hegemonic images

Answer 13

e.g. Vancouver 2010, Rio de Janeiro graffiti. hegemonic supposed to be image to do with the place, but in case of Vancouver 2010 logo it didn’t at all

Question 14

Anstein

Answer 14

Eight rungs on ladder of citizen participation. Manipulation, therapy, informing, consultation, placation, partnership, delegated power, citizen control. Even until placation, it is tokenism, not true participation

Question 15

Mooney 2004

Answer 15

ECOC can contribute to regional development but not create fundamental changes in cities with systematic issues. Expectations are too high of event

Question 16

Urban place branding

Answer 16

Urban mainly about attracting footloose capital,

Question 17

Rural place branding

Answer 17

rural about maintaining livability (relates to instrumental culture economy creation - Ray), creating regional pride in rural areas.