Branding in urban regeneration

Datos Bibliográficos

ID23211565
AutoresJasper Eshuis (0000-0002-6000-0809), Jurian Edelenbos (0000-0002-8070-4547)
Año2009
Volumen2
Número3
Páginas272
Fecha de publicación2009-03-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of urban regeneration and renewal (JOURNAL)
Identificadores de la revistaISSN: 1752-9638 • E-ISSN: 1752-9646
EditorialHenry Stewart Publications (PUBLISHER • GB)
DOI10.69554/nuys8388
OpenAlexW3126816018
IdiomaEN
Citas recibidas8

Branding is becoming a popular instrument in urban regeneration. This paper discusses two main applications of branding in regeneration programmes: as a marketing instrument to create positive perceptions of regenerating areas, and as a planning instrument to direct and guide urban regeneration. In the latter case, a brand functions as a compass. On the basis of an analysis of two cases, the paper argues that effective branding requires collaboration between stakeholders: a brand tends to receive more support if it is a result of co-production by the stakeholders involved. Moreover, to be convincing, it is important that a brand corresponds sufficiently to concrete developments in the neighbourhood. A brand needs to be rooted in a common view on the desired development direction, and it needs to be closely connected with existing reality. Therefore, it is important to align the process of branding with the implementation of urban regeneration.

Biology · Business · Environmental planning · Geography · Regeneration (biology) · Urban regeneration · Cell Biology · Cultural Industries and Urban Development