Welcome to our latest update on academic research, produced in collaboration with the Journal of Place Branding and Public Diplomacy. Here we highlight key studies from Volume 20, Issue 3, focusing on nation branding and public diplomacy, social media engagement, innovative place branding strategies, cultural placemaking, and perspectives from the Global South.
We present these insights as part of our mission to bridge the gap between place brand researchers and practitioners, fostering a deeper connection between theory and practical application. We’ve tried to identify the key topics that the various articles cover, to the best of our knowledge. Some of the authors are linked – these are the ones we have interviewed as part of our Who’s Who series of Place Brand Impact Makers. A great way to learn more about them and their work.
Public Diplomacy and Nation Branding
Public Diplomacy: A Framework-Based Literature Review and Decentering Research Agenda
By Andrea Pavón-Guinea and Mónica Codina
This paper critically examines existing frameworks in public diplomacy, proposing a decentering approach that shifts the focus from traditional Western perspectives. It offers valuable insights for practitioners looking to adopt more inclusive and globally relevant public diplomacy strategies. Read more.
Public Diplomacy through Development Assistance: China’s 10,000 Villages Project Across Africa
By Angela Lewis
This article explores how China’s development assistance programs serve as tools for public diplomacy, with a focus on the 10,000 Villages Project in Africa. It provides actionable insights on how development initiatives can be strategically aligned with nation branding goals. Read more.
Nation Branding as a Tool to Attract Foreign Direct Investments: A Case Study of Qatar
By Aymen A. Mohib and Conor Carroll
This case study highlights how Qatar uses nation branding to attract foreign direct investments, emphasizing the importance of aligning branding efforts with economic objectives. Read more.
Bringing Multidisciplinary Perspectives of Country Image: Factors Influencing the Perceptions of Chinese Youth Toward the Images of Russia and Ukraine
By Linlan Xu and Chunying Wen
This study investigates the complex factors that shape country images among Chinese youth, particularly in the context of Russia and Ukraine. It provides valuable insights for public diplomacy practitioners aiming to influence youth perceptions through targeted communication strategies. Read more.
New Logics of Public Diplomacy in the Disconnected World
By Natalia Grincheva
This book review explores emerging trends in public diplomacy, particularly in a world characterized by increasing disconnection and fragmentation. It’s a must-read for those looking to understand the future directions of public diplomacy in a rapidly changing global landscape. Read more.
Place Branding and Social Media
Mapping the Role of Public Actors in the Constitution of Place Brand Publics in Social Media
By Andrea Lucarelli, Christofer Laurell, and Efe Sevin
This study investigates how public actors shape place brand narratives on social media, offering strategies for effectively managing and engaging with digital publics to enhance place brand equity. Read more.
Innovative Approaches to Place Branding
When Place Brand and Place Logo Matches: VRIO Applied to Place Branding
By Fabiana Gondim Mariutti, Vivian Iara Strehlau, and Eliana Herrero
The paper applies the VRIO framework (Value, Rarity, Imitability, Organization) to assess the alignment between place brands and their logos, providing a practical tool for enhancing brand consistency and identity. Read more.
Can Numbers Tell the Story? An Investigation on the Impact of Three Place Branding and Marketing Campaigns (2003–2019) on the Attraction of New Residents to the Isle of Man
This article analyzes the effectiveness of long-term place branding campaigns in attracting new residents, offering data-driven insights into the measurable impacts of branding initiatives. Read more.
City Brand Coolness in the Eye of the Beholder: An Extended Conceptualization of City Brand Coolness and Its Dimensions
By Ulun Akturan and Deniz Kuter
This paper introduces an extended model for understanding “coolness” in city brands, focusing on how different dimensions of brand coolness impact a city’s image and attractiveness. It’s crucial for those working on youth-oriented or trend-driven branding campaigns. Read more.
Cultural and Creative Aspects of Place Branding
Placecinemaking or Cinema for Placemaking: A Reflexive Validation
By Marco Bevolo and Stefano Di Polito
This case study examines the role of cinema in placemaking, emphasizing how film can serve as both a branding tool and a medium for cultural expression, enhancing the identity and attractiveness of a place. Read more.
Global South Perspectives in Place Branding
Connecting Place Branding to Social and Governance Constructs in Johannesburg, South Africa
By Zenzile E. Mbinza
This study explores the intersection of place branding with social and governance issues in Johannesburg, providing a nuanced perspective on branding challenges in the Global South. Read more.
Theoretical Perspectives and Policy Implications
Place Branding: Is it Public Policy, or Isn’t It?
By Mihails Potapovs
This article explores the often-debated relationship between place branding and public policy, offering new perspectives on how place branding can be effectively integrated into public governance. It’s essential for practitioners interested in the policy implications of place branding strategies. Read more.
Conclusion
This edition of the Journal Place Branding and Public Diplomacy offers actionable insights into enhancing place brand equity through innovative strategies, leveraging social media, and understanding the cultural dimensions of branding. It underscores the importance of aligning branding efforts with broader social and economic goals, particularly in the context of the Global South.
For practitioners, these studies emphasize the importance of adapting strategies to local contexts, using data-driven approaches to measure effectiveness, and balancing cultural narratives in branding efforts.
To fully leverage these insights, dive deeper into each article provided in the links.
About the Journal
Published by Springer (Palgrave Macmillan), Place Branding and Public Diplomacy is the first and only journal to concentrate on the practice of applying brand strategy and other marketing techniques and disciplines to the economic, social, political, and cultural development of cities, regions, and countries.
Edited by James Pamment and Magdalena Florek | See editorial board
Looking for more on place branding research and academic literature? Visit our Place Brand Theory Section.
