The Concept of Narration in the Place Brand Identity

Lolita Ozoliņa
SIA "Lolitas Ozoliņas Komunikācijas "Konsultācijas

Abstract

The place branding as an integral part of competitive place development strategy became a topic for municipalities of cities and regions of Latvia relatively recently, at the beginning of 2000. In particular, the issue of place identity exploration in Latvia has become a key subject, linked to the sustainable demonstration of the attractiveness of the place, narration of unique benefits in order to increase economic value and social welfare on behalf of place residents and other stakeholders. The author seeks answers to a range of interdisciplinary research questions related to the topic of place branding – how to create a place brand identity that is relevant to place residents and express the belongingness of place; what are the main conditions of place brand development and what intangible and/or tangible attributes of the place can provide convincing place brand identity narratives? The empirical part of the article is based on the methodology of qualitative research, in-depth semi-structured interviews of place branding experts, and analysis of the content of Latvian city and region brand identities. The insight – how place branding as a strategic marketing process is mastered by the local municipality and involved stakeholders, provides a critical view on the local practices, and strengthens the appreciation of the importance of place brand identity narratives.


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