Populism: How Does It Impact Place Brand Equity?

Populism: how does it impact place brand equity - especially the brand value of countries? A timely question which we put to our panel of place brand specialists (in alphabetical order –  highlighted respondents are available for consulting, research or as speakers).

Our key takeaways:

  • Populism tends to address the cultural or economic grievances of "ordinary" people.
  • Populist measures can discredit the reputation-building efforts of place branding initiatives, aimed at attracting visitors, investors and talent.
  • Populist measures can weaken place brand equity when they fail to align with a place’s distinctive characteristics that are attractive to potential visitors, investors, residents.
  • Place branding requires consistency, to build trust. Populism tends to chip away from stability by creating confusion and unpredictable behavior.

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The Editorial Team

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