Abstract
Local participation and support are integral to any successful place branding exercise. However, this is easier said than done. The tools for cultivating support from local players in place branding are quite limited. To expand on participation as a conceptual framework, this paper explores the application of public management lenses to place branding. The public management domain offers insights and a toolbox for place branding scholarship and practice. By examining Tasmania’s “Go Behind the Scenery” branding strategy, this study explores the various and complex processes of mobilizing local support for the brand. Our main findings concern the complex processes of brand knowledge dissemination, negotiation, persuasion (and, at times, coercion) in the branding exercise, to align perimeters of value creation, stakeholder interests, and operational capacity. We eventually draw three lessons.
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Notes
Traditional public management has been characterized as the most ethical in terms of addressing public value and common good, but has shortcomings in terms of its inefficient and complex procedures that are administratively and operationally unfeasible; and its inability to take irrational aspects of public value into account (Shafritz, Russell, and Borick 2016; Peters and Pierre 1998). New public management, it is argued, cannot assert contribution to public value and common good due to its neo-liberal orientation and lack of democratic legitimacy and accountability around determined goals (Gromark and Melin 2013; Dunleavy and Hood 1994). Finally, while the achievement of public value is at the core of public value management, this paradigm faces some challenges around legitimacy and dependency in networks (e.g., strong players’ ability to push demands), as well as the challenges of finding reasonable and feasibly solutions through deliberation (McGuire and Agranoff 2011; Meier and O'Toole Jr 2009).
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Tøttenborg, A., Ooi, CS. & Hardy, A. Place branding through public management lenses: supplementing the participatory agenda. Place Brand Public Dipl 19, 114–127 (2023). https://doi.org/10.1057/s41254-021-00252-0
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DOI: https://doi.org/10.1057/s41254-021-00252-0