At The Place Brand Observer, we are committed to giving a voice to young and emerging researchers and leaders shaping the future of place branding. A recent article by Elisenda Aguilera Cora and José Fernández Cavia — PhD candidate and Professor, respectively, at Universitat Pompeu Fabra in Barcelona — published in the academic journal Communication & Society, caught our attention. The piece explores the role of the Sustainable Development Goals in place branding research, a theme closely aligned with our mission of linking place branding with sustainable development.
We spoke with Elisenda to explore the intersection of communication, identity and sustainable development.
Elisenda, could you share a bit about your journey into place branding research—what drew you to this intersection between communication, identity, and sustainable development?
I would say my journey into place branding research developed quite naturally. I became interested in communication and research during my undergraduate studies, which led me to pursue a Master’s degree in Social Communication Research.
During my Master’s, I worked as a researcher at Sound Diplomacy, a consultancy focused on developing sustainable cultural ecosystems. That experience gave me a strong foundation in how communication strategies can contribute to long-term development.
Being from Barcelona—a city facing the challenges of balancing tourism with the well-being of local communities—sparked my personal interest in how places communicate their identity and manage growth. I soon realized there was an entire field, with its own body of knowledge and practitioners, dedicated to this intersection.
This path eventually led me to join the PhD programme at Universitat Pompeu Fabra with a grant, where I began researching place branding within the Communication, Advertising & Society research group, under the guidance of Dr. José Fernández Cavia, and Dr. Lluís Codina.
Your recent article explores how the Sustainable Development Goals are—or aren’t—being used in place branding research. What surprised you most in the responses from your academic peers?
The article is part of my doctoral thesis, and it arose from conducting a scoping review where I found limited mentions of the SDGs in place branding literature. I thought it would be relevant to ask place branding scholars about this framework, given the growing interest in sustainable development within the discipline.
Most academics were very positive about the SDGs, but some expressed reluctance to frame every project around them, noting that research shouldn’t feel constrained or ‘indoctrinated’ by a single framework. I found that interesting and eye-opening.
At the same time, internationally accepted frameworks like the SDGs can still provide a useful shared language and connect research to global discussions. That tension between freedom and structure was something I hadn’t fully appreciated before.
In your view, what is the most promising way the SDGs can add value to place branding strategies—not just academically, but on the ground in cities or regions?
The SDGs can help cities and regions connect administrations, organizations, and the international community under a common framework. By committing to measurable targets, regions can strengthen the credibility of their strategies and show progress. Ultimately, the SDGs can serve as a catalyst for governance and communication strategies that drive meaningful sustainable development.
Some scholars in your study raised concerns about greenwashing. How can researchers and practitioners strike a balance between using frameworks like the SDGs and maintaining authenticity?
These frameworks should be used thoughtfully, not as marketing labels. Researchers and practitioners can link their strategies to specific goals and targets, and communicate progress transparently. Involving local stakeholders ensures authenticity that is grounded in real needs, rather than turning initiatives into mere promotional tools.
If you could advise a city leader trying to align their brand with sustainability goals, where should they begin?
I would say the first step is research. City leaders need to identify the specific challenges and opportunities in their region, which necessarily involves the participation of multiple sectors and stakeholders. The insights from this research can then be linked to the SDGs to guide meaningful, evidence-based strategies and policies.
How do you see the role of young academics—like yourself—shaping the next wave of place branding thinking? What gaps or opportunities are you most eager to explore next?
I see our role as bringing fresh perspectives and interdisciplinary approaches, studying broader contexts, fostering co-creation and participatory governance, with a strong focus on inclusivity, sustainability, and digital innovation.
In my case, having spent time in the Pyrenees since I was little, I’ve developed a genuine interest in mountain and rural areas, which have traditionally been underrepresented in place branding research.
Mountain regions are fragile areas particularly vulnerable to climate change and human impact, and often depend heavily on tourism. Issues such as lack of snow, overcrowding in natural areas, and depopulation are important and will remain critical in the near future.
Since I love the mountains and spend most of my free time there, I feel especially motivated to explore these challenges. I believe that place branding strategies can make a positive impact on protecting landscapes, preserving cultural heritage, and supporting the sustainable development of local communities.
Beyond academia, what places have impressed you with how they connect their identity to sustainable development? Any personal favourites?
One place that impressed me is the Stokes Croft area, in Bristol. I lived there briefly many years ago and remember a strong sense of community striving to promote art and culture, maintain the neighbourhood’s identity, and champion sustainable initiatives. It felt like a truly unique area, quite different from other places in England at that time, with a clear purpose around sustainable development—I’d say it also serves as an example of a grassroots-led movement, rather than an initiative driven by authorities or branding professionals.
More recently, the Val d’Aran, in the Pyrenees, has been declared a Biosphere Reserve by UNESCO. It is one of the main mountain destinations in Catalonia and Spain, with a strong cultural identity, its own language and government. While the valley has become a successful destination, it faces some challenges. I am currently conducting research on the Val d’Aran, and I’m particularly eager to monitor how its designation as a Biosphere Reserve will shape sustainable development in the region in the coming years.
Another place that could be an example is Grenoble, in the French Alps. I’ve passed through many times but haven’t had the chance to visit properly yet—hopefully next winter!
Thank you, Elisenda.
Connect with Elisenda on LinkedIn or check out her article to learn more about her research into sustainable development and place branding.
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