Place branding and strategic planning: Towards a conceptual model to brand regions

Abstract

Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place
branding literature that aims to assert the diversity and complexity of places in pursuit of various
economic, political or socio-psychological objectives. The second, is the strategic spatial planning
literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the
process of a place branding strategy, by highlighting the importance of strategic thinking in place
competitiveness and non-linear regional development (i.e. explaining what strategic planning is, the role
in discontinued trajectories of progress in regions, and as a response about how to go further).
Strategic frameworks and visions for regional development, with an emphasis on the place assets and
strengths, will provide the basis for a branding strategy. The link between place branding and strategic
planning will determine the step forward for the theoretical debate, in both fields, by showing that doing
marketing and branding, with particular elements of strategic planning, is possible and recommended (e.g.
by convincing the stakeholders that new policies and territorial interventions are necessary).

Design/methodology/approach – The paper draws on place branding theory to point out the gap in the
literature explaining the role of strategic spatial planning on branding regions. The analytic framework
will be constructed by taking the Northwest region of Portugal as a case study. The region has a potential
to develop a strategy capable of moving decisively beyond the crisis and create the conditions to be more
competitive. Our argument, and contribution to the enrichment of the literature, is that a place branding
strategy could stimulate a new regional dynamic, consolidate the practice of spatial planning, embrace the
place complexity and uncertainty, and reshape the response to contemporary economic and social
challenges.

Findings – Theoretical developments in social marketing, non-profit marketing and specially, place
marketing, contributed to a greater interaction between place branding and strategic planning. Places,
often adopt strategic policies to try face economic and political challenges and in an effort to rebuild
awareness. The starting point is place branding theory as an instrument of spatial planning and place
management in order to understand the common ground as well as the role in branding regions.

Originality/value – The concept of place branding is well documented in the literature, but its application
in Portugal is relatively new. Moreover, the lack of conceptual explanations of the links between strategic
planning and place branding bring out research opportunities. Therefore, the paper is of great value for
planners and place brand managers.