How can cities and towns develop a brand position that is credible, drives growth, involves residents and fosters sustainability? Viriya Taecharungroj, together with Morakot Muthuta and Pheereeya Boonchaiyapruek of different universities in Thailand wanted to find out.
We caught up with Viriya to learn about the results of their "sustainable place branding analysis", which was published in the Journal of Place Branding and Public Diplomacy.
Learn about the main research insights and implications for town and city brand managers in Thailand, Asia and beyond.
Viriya, you recently published an article on sustainability as a place brand position – using ten towns near Bangkok as example. What brought you to investigating this topic?
As a developing country, Thailand has progressed in ways that undermine the global effort for a more sustainable development. Thailand Science Research and Innovation (TSRI), a national research agency, wanted to find new ways to help towns and cities to develop sustainably. I was in touch with TSRI and proposed the research idea that could help local governments.
Our team worked with the ten towns in the vicinity of Bangkok because being so close to the capital makes them the most vulnerable to unsustainable urban sprawl. We wanted to find ways to show them how they can be part of this positive movement towards more sustainable cities.
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