The Bottom-up Place Branding of a Neighborhood: Analyzing a Case of Selective Empowerment

2021 ◽  
pp. 120633122110323
Author(s):  
Alessandro Gerosa ◽  
Maria Tartari
Keyword(s):  
Social Groups ◽  
Place Branding ◽  
Place Identity ◽  
Economic Capital ◽  
Cultural Hegemony ◽  
Bottom Up ◽  
Policy Makers ◽  
Positive Externalities ◽  
Urban Branding

This article analyzes the entanglement of social impacts of bottom-up urban branding processes on local hyperdiverse communities, through an ethnography of a neighborhood of Milan recently named by a group of residents as “NoLo.” Indeed, existing literature has broadly investigated urban rebranding as a tool used by policy makers to foster social change and economic capital, imposing top-down transformations. Nevertheless, a gap in the bottom-up place rebranding processes exists. We inspect it through the aforementioned case study and by combining place branding literature, the loss of place identity and theories on empowerment. Empirically, we analyze the socioeconomic processes and the actors that enabled the rebranding, discussing the positive externalities and the criticalities in terms of marginalization of weaker social groups and cultural hegemony. As for the theory, we contribute to the literature arguing that a bottom-up process is not enough to avoid a loss of place identity, as it can lead to selective empowerment.

A deliberately emergent strategy – a key to successful city branding

2015 ◽  
Vol 8 (2) ◽  
pp. 90-102 ◽  
Author(s):  
Janne Lindstedt
Keyword(s):  
Place Branding ◽  
Place Identity ◽  
Point Of View ◽  
City Branding ◽  
Content Type ◽  
Emergent Strategy ◽  
Branding Strategies ◽  
Local Stakeholders ◽  
Place Brand

Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.

scholarly journals New Urban Landscapes and Urban Image

2021 ◽  
Author(s):  
Zeynep Eraydın ◽  
Keyword(s):  
Urban Space ◽  
Urban Politics ◽  
Brand Image ◽  
Place Branding ◽  
Urban Landscapes ◽  
Policy Makers ◽  
Urban Image ◽  
Development Agenda ◽  
Branding Strategies

Recent accounts of place branding seen to have become an important tool for the cities which eagerly demand to take place in the global competition. Within this perspective of creating a brand image, urban space has become the scene for new urban landscapes for making city attractive, yet, the existing urban image and identities of urban places have ignored. This paper intends to highlight this omission by evaluating the brand image which is created through place branding strategies from a perspective of environmental psychology, to reveal the mismatch between inhabitants’ urban image and policy makers’ brand image. Using Ankara as the case study, which has recently put the place branding on the top of urban development agenda, a survey is presented in order to figure out whether the brand image corresponds with the urban image. The findings demonstrate that new urban landscapes designed through branding strategies do not take place in accumulated urban image. Consequently, this paper puts forth inhabitants’ main concerns on urban image and identity which can potentially play a crucial role in developing urban politics.

Branding Various-Sized Destinations

2017 ◽  
pp. 1360-1387
Author(s):  
Anders Parment ◽  
Sara Brorström
Keyword(s):  
Rural Areas ◽  
Local Community ◽  
Place Branding ◽  
Place Identity ◽  
Data Set ◽  
Policy Makers ◽  
Key Driver ◽  
Research Questions ◽  
Competing Ideas ◽  
Community Supports

Place branding has focused on larger cities with an inherent attractiveness and a strong appeal to various stakeholders, or destinations that have undergone a transition. This development is strongly intertwined with urbanization. Drawing upon a rich qualitative and quantitative data set, our research attempts to relate inhabitant preferences to the stream of research that deals with branding to create growth in eight various-sized Swedish municipalities. When inhabitants don't agree with place branding efforts confusion emerges rather than, as intended, brand enforcement. Rural areas may have a clear advantage since there are fewer competing ideas on the place identity but have too little activity to arouse interest among a broader audience. Our research questions economic growth to be the key driver of place success. Politicians and policy-makers should consider trying to find a balance between ambitions to grow and making sure that the local community supports the efforts. Branding efforts that lack anchorage among inhabitants are unlikely to take effect.

Branding Various-Sized Destinations

2017 ◽  
pp. 199-228
Author(s):  
Anders Parment ◽  
Sara Brorström
Keyword(s):  
Rural Areas ◽  
Local Community ◽  
Place Branding ◽  
Place Identity ◽  
Data Set ◽  
Policy Makers ◽  
Key Driver ◽  
Research Questions ◽  
Competing Ideas ◽  
Community Supports

Place branding has focused on larger cities with an inherent attractiveness and a strong appeal to various stakeholders, or destinations that have undergone a transition. This development is strongly intertwined with urbanization. Drawing upon a rich qualitative and quantitative data set, our research attempts to relate inhabitant preferences to the stream of research that deals with branding to create growth in eight various-sized Swedish municipalities. When inhabitants don't agree with place branding efforts confusion emerges rather than, as intended, brand enforcement. Rural areas may have a clear advantage since there are fewer competing ideas on the place identity but have too little activity to arouse interest among a broader audience. Our research questions economic growth to be the key driver of place success. Politicians and policy-makers should consider trying to find a balance between ambitions to grow and making sure that the local community supports the efforts. Branding efforts that lack anchorage among inhabitants are unlikely to take effect.

Empowering Women Entrepreneurs Through Microfinance - A Case of Rural Bangladesh

2017 ◽  
Vol 3 (2) ◽  
pp. 7
Author(s):  
Saida Parvin
Keyword(s):  
Women's Empowerment ◽  
Assessment Tools ◽  
Women’S Empowerment ◽  
Case Study Method ◽  
Policy Makers ◽  
Theoretical Contribution ◽  
Donor Agencies ◽  
Definition Of ◽  
The Impact

Women’s empowerment has been at the centre of research focus for many decades. Extant literature examined the process, outcome and various challenges. Some claimed substantial success, while others contradicted with evidence of failure. But the success remains a matter of debate due to lack of empirical evidence of actual empowerment of women around the world. The current study aimed to address this gap by taking a case study method. The study critically evaluates 20 cases carefully sampled to include representatives from the entire country of Bangladesh. The study demonstrates popular beliefs about microfinance often misguide even the borrowers and they start living in a fabricated feeling of empowerment, facing real challenges to achieve true empowerment in their lives. The impact of this finding is twofold; firstly there is a theoretical contribution, where the definition of women’s empowerment is proposed to be revisited considering findings from these cases. And lastly, the policy makers at governmental and non-governmental organisations, and multinational donor agencies need to revise their assessment tools for funding.

Effects of Financial Inclusion on Startup Establishment in OECD Countries

2018 ◽  
Vol 34 (1) ◽  
Author(s):  
Dinh Thi Thanh Van ◽  
Nguyen Thuc Trang
Keyword(s):  
Success Factors ◽  
Oecd Countries ◽  
Financial Inclusion ◽  
Economic Research ◽  
Mobile Banking ◽  
Policy Makers ◽  
Academic Researchers ◽  
Financial Index ◽  
Enterprise Survey

Financial inclusion and startup are two topics, which recently get attention of academic researchers and policy makers in Vietnam. One of the important factors for setting up a successful startup is the financial capability of the owners. Therefore, financial inclusion has a strong correlation with startup establishment. This article tested the effects of several factors in financial index (findex) developed by World Bank on startup establishment in some OECD countries. The result showed that borrowing from friends and relatives along with from credit institutions and opening a debit account at banks have  significant impacts on startup establishment in these countries. Finally, the article presented several recommendations for policy makers to stimulate the startup growth in Vietnam in the next time. Key words startup, financial inclusion, startup establishment References 1. Colman Msoka (2015), “Financial inclusion and microfinance in Tanzania”, Inclusive growth: Tanzania Country Report2. Endeavor-GEM, 2011, “High-Impact Entrepreneurship Global Report”3. Eric Ries, 2012, “The Lean Startup” book”, http://www.stpia.ir/files/The%20Lean%20Startup%20.pdf 4. European Startup Monitor, 2015, “European Startup Monitor 2015”, http://europeanstartupmonitor.com/fileadmin/presse/download/esm_2015.pdf 5. Jennifer Dahlin Ivarsson (2014), “Mobile-banking and entrepreneurship: Is there a link? A case study on South Africa”, Nationalekonomiska Institutionen, Box 7082, ISSN 0283 – 15896. Maher Al-Mahouq (2010), “Success factors of small and medium-sized enterprises(SMEs): The case of Jordan”, Anadol University jourmal of social sciences, Cilt/Vol.: 10 – Say/No:1-16 (2010)7. Mohammed S.Chowdhury (2013), “Success factors of entrepreneurs of small and medium sized enterprises: Evidence from Banladesh”, Business and Economic Research, ISSN 2162 – 4860, 2013, Vol.3, No.2.8. OECD, 2015, “Entrepreneurship at a Glance 2015”9. Roman Angela, 2011, “SME’s sector access to finance: An overview”10. Yao Wang, 2014, “What are the biggest obstacles to growth of SMEs in developing countries? An empirical evidence from an enterprise survey”, JED 210 Paper

ICT-ENABLED BOTTOM-UP ARCHITECTURAL DESIGN

2016 ◽  
Vol 10 (1) ◽  
pp. 26 ◽  
Author(s):  
Burak Pak
Keyword(s):  
Information And Communication Technologies ◽  
Design Education ◽  
Architectural Design ◽  
Communication Technologies ◽  
Self Organization ◽  
Literature Study ◽  
Bottom Up ◽  
Information And Communication ◽  
Ict Tools

This paper aims at discussing the potentials of bottom-up design practices in relation to the latest developments in Information and Communication Technologies (ICT) by making an in-depth review of inaugural cases. The first part of the study involves a literature study and the elaboration of basic strategies from the case study. The second part reframes the existing ICT tools and strategies and elaborates on their potentials to support the modes of participation performed in these cases. As a result, by distilling the created knowledge, the study reveals the potentials of novel modes of ICT-enabled design participation which exploit a set of collective action tools to support sustainable ways of self-organization and bottom-up design. The final part explains the relevance of these with solid examples and presents a hypothetical case for future implementation. The paper concludes with a brief reflection on the implications of the findings for the future of architectural design education.

Information Literacy and Education Policy: An Instrumental Case Study of the Ontario Public School Curriculum

2013 ◽  
Author(s):  
Pia Liv Russell
Keyword(s):  
Information Literacy ◽  
Rhetorical Analysis ◽  
School Curriculum ◽  
Policy Makers ◽  
Public Education System ◽  
Instrumental Case Study ◽  
Student Access ◽  
Literacy Policy ◽  
Étude Cas

This interdisciplinary case study explores information literacy policy in Ontario’s public education system. Using interviews with policy makers and a rhetorical analysis of information literacy policy documents, it finds Ontario’s current information literacy policy inadequate to the task of providing equitable student access to opportunities for information literacy development.Une étude cas interdisciplinaire explore la politique de littératie informationnelle du système d’éducation publique de l’Ontario. En utilisant des entrevues avec les décideurs et une analyse rhétorique des documents sur la politique de littératie informationnelle, il est démontré que la politique de littératie informationnelle actuelle de l’Ontario est inappropriée pour la mission qui vise à offrir aux étudiants un accès équitable aux possibilités de développement de la littératie informationnelle. 

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