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Urban Design and the Entrepreneurial City: Place Branding Theory and Methods
Abstract
This chapter reviews and synthesizes literature from the many disciplines that have contributed to the creation of knowledge in the domain of place branding, moving away from the conventional literature on place marketing and looking at the fields of environmental psychology, architecture and urban planning. The chapter is structured in two main parts. Part One situates branding in theories of place identity, city image, and city design. Part Two reviews three different approaches to place branding methodology that are all centered on the study of image, reputation or perception. The chapter argues that studies of place branding to date have not given the ‘place' component the attention it deserves and the question of how place branding influences urban form has not been sufficiently addressed. Only by bringing urban design analytical methods to bear on the question of how branding manifests itself in social and physical environments will a better ‘fit' be achieved in the city, between the images projected and the reality on the ground.
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