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Many Voices One Town-Lutonians as advocates (netnographic data from Luton Council Instagram account).
Source publication
Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources. Co-creation is often an aspiration for places to create and promote their brands collectively. In this context, storytell...
Context in source publication
Context 1
... was portrayed through seven stories of residents representing different occupations and also coming from different ethnic groups: one professional boxer, one youth worker, one footballer, one actress, one cricketer, two people representing a local non-profit theatre organisation and one artist. The seven chosen residents advocated for Luton and for their ethnic communities (Figure 1). ...
Citations
... 36-61;Puerari et al., 2018;Talò et al., 2014;Walker & Ryan, 2008). Yet, there have been limited empirical investigations into these relationships in urban settings (Deng, 2021;Hadjilouca et al., 2015;Meetiyagoda et al., 2024a;Meetiyagoda et al., 2023b;Saar & Palang, 2009;Stoica et al., 2021;Yan et al., 2019, pp. 162-165). ...
... In the context of co-creation, certain studies highlight the relationship of concepts like sense of place, place attachment, place identity, or place dependence. However, the lack of empirical investigations into these relationships in an urban place-making context is noticeable (Deng, 2021;Hadjilouca et al., 2015;Saar & Palang, 2009;Stoica et al., 2021;Yan et al., 2019, pp. 162-165). ...
... previous literature highlighted there is limited discussion about how to actively create places with a highly valued sense of place (Roe, 2012;Toomey et al., 2020) and scholars have noted that the lack of empirical investigations into these relationships (Deng, 2021;Hadjilouca et al., 2015;Saar & Palang, 2009;Stoica et al., 2021;Yan et al., 2019, pp. 162-165). ...
Researchers highlight that one significant intrinsic motivation for taking part in co-creations is a sense of place. Vice versa, some scholars indicate an enhanced sense of place can be achieved through community participatory strategies and place-making. However, there is a noticeable absence of empirical investigations into this seemingly reciprocal relationship. This study uses the Crow Island Beach Park development in Sri Lanka as a case study to explore the relationship between co-creation experience and the sense of place. Following an exploratory research design, data was collected through in-depth interviews with a purposive sample of sixteen members engaged in the beach park development. Subsequently, thematic and inverted pyramid-based co-occurrence analysis was employed within a qualitative research approach. The findings unveil a reciprocal relationship between the sense of place and the co-creation experience, marked by a spiraling-up dynamic. The findings further indicate variations in participants’ sense of place and co-creation experiences, providing valuable insights for planners, environmental managers and policymakers aiming to utilize active community participation for sensible and sustainable place-making.
... The misunderstanding of co-creation by decision-makers is one of the key obstacles to the advancement of place branding practice The core idea behind co-creating place brands is to liberate the place branding process from the hands of a few stakeholders and involve the wider community , thus increasing legitimacy. However, co-creation in place branding seems to be an umbrella term for processes through which complex brand meanings emerge through stakeholders' participation in place activities, contributions, collaboration and exchange of ideas and resources (this is also acknowledged in academic literature, see Stoica et al., 2021). The discussion highlighted an absence of a clear understanding not only on what constitutes co-creation but also on what branding can do for places. ...
... The political logic may require, for instance, that the interests of well-organized locals, the tourism sector or the ruling political party are accommodated Example: the struggle over the Luton brand (Stoica et al., 2021) or the Stockholm brand (Lucarelli, 2015). Example: place branding as instrument that serves the ruling parties' interests (Zhang et al., 2024) Cultural logic Sees the branding strategy as an instrument to facilitate expression, meaning making and identity ...
... Generally, broad participation can not only inject more diverse elements into a place's brand but also reduce the bias and imbalance caused by the dominance of a single interest group. As Stoica et al. (2021) suggest, the mode of multi-stakeholder participation can improve both the representativeness and sustainability of branding building. Meanwhile, through consultation and cooperation with various stakeholders, the place's potential and resources can be better explored and a better match between place identities and images can be stimulated . ...
Purpose
This paper aims to report on the insights from an international workshop entitled Co-creating place brands: sharing research insights and practical experiences towards more inclusive cities and regions hosted by the Erasmus University Rotterdam. The authors outline their collective reflection and the learnings for place branding theory and practice. Additionally, this paper discusses the need to build practitioner-scholar relationships in a co-creative style, to co-develop more inclusive models for co-creating place brands.
Design/methodology/approach
The report details key learnings of a whole-day interactive workshop featuring academic and practitioner presentations and discussions around inclusive approaches to co-creating place brands. The report is structured around key emerging themes and their associated learnings.
Findings
The workshop yielded six important learnings: 1) a key obstacle to co-creating place brands is that co-creation is often misunderstood among decision-makers; 2) all place stakeholders need to be taken seriously if co-creation is to shape a place’s identity and foster cohesion; 3) broad stakeholder inclusion in place branding can be problematic, but it is a necessary condition to the practice of place brand co-creation; 4) co-creating place brands requires going beyond marketing tools and deep into the levels of community life and place’s social and cultural construction; 5) co-creation at all stages of the branding process from conceptual development to performance measurement and sometimes unconsciously; 6) politics of place must be observed (this is crucial yet easily overlooked in co-creating place brands).
Originality/value
The micro-format of the workshop facilitated valuable interactions between academics and practitioners, effectively blending practical, “on the ground”-knowledge with academic ideas, concepts and models. This approach not only generated key learnings with the possibility to advance the field but also highlighted important future research directions.
... Furthermore, this ignores how local culture and existing associations and discourses about the place affect perceptions of place (Edensor and Millington, 2008). It also neglects the creation of brand meaning through storytelling in interactions between local communities and visiting audiences (Aitken and Campelo, 2011;Stoica et al., 2022). In sum, interpersonal influences are key elements that mediate how brands are received by different place audiences (Sevin, 2013). ...
... Co-creation here refers to the active involvement of stakeholders in various stages of the branding process, and more specifically to actors' contributions to the place brand through their individual behaviours and mutual interactions (e.g. Stoica et al., 2022). The idea is that place actors' activities create/produce valuable place brand experiences (Florek and Insch, 2020). ...
This #conceptualpaper first discusses 3️⃣ main approaches to #place brands in the literature :
1. #symbols that hold specific meaning
2. #images and #associations in the mind
3. 💡 #multi-sensory #embodied #experiences
👉 We advance the following new contemporary #definition of place brands:
'Place brands are marketing systems that consist of dynamic performative assemblages of symbolic, discursive, institutional, and material elements that selectively invite certain multisensory and embodied experiences of place by stakeholders and target groups.'
👉 We also discuss the implications of each approach for brand management from #topdown and #bottomup perspectives based on the #aim, #focus of brand management and #brandelements
👉 We reflect on the different roles of #brandmanagers ranging from #leader/creator to #curators/#co-creators.
... Furthermore, this ignores how local culture and existing associations and discourses about the place affect perceptions of place (Edensor and Millington, 2008). It also neglects the creation of brand meaning through storytelling in interactions between local communities and visiting audiences (Aitken and Campelo, 2011;Stoica et al., 2022). In sum, interpersonal influences are key elements that mediate how brands are received by different place audiences (Sevin, 2013). ...
... Co-creation here refers to the active involvement of stakeholders in various stages of the branding process, and more specifically to actors' contributions to the place brand through their individual behaviours and mutual interactions (e.g. Stoica et al., 2022). The idea is that place actors' activities create/produce valuable place brand experiences (Florek and Insch, 2020). ...
Purpose
This paper aims to provide conceptual clarity on the different approaches of place branding in the literature. It discusses three main approaches and provides a new definition of place brands that acknowledges the full multi-sensory experience of place brands. This paper also elaborates brand management within the three approaches.
Design/methodology/approach
Conceptual paper
Findings
This study identifies three co-existing approaches of place branding and provides a definition of place brands for each of them. The first approach conceptualises place brands as symbolic constructs that identify and differentiate places from others. Brand symbols such as logos and slogans are central, assuming that brand meaning resides in them. The second approach views place brands as images and associations in the minds of target groups, whereby brands reside in individuals’ minds (the cognitive). This paper aligns with a third approach that views place brands as experiential, multi-sensory constructs. Brands invite not only mental representations in people’s minds but especially also multi-sensory embodied experiences. The authors thus define place brands as marketing systems that consist of dynamic performative assemblages of symbolic, discursive, institutional and material elements that selectively invite certain multi-sensory and embodied experiences of place by stakeholders and target groups.
Originality/value
This paper contributes to conceptual clarity by providing an analytical framework identifying three main approaches to place branding. The authors further reflect on the implications of each approach for brand management. This paper also builds on recent literatures to provide a new and contemporary definition of place brands as multi-sensory experiences that encompasses embodiment.
... In this process, the designer primarily functions as a facilitator [78,79]. Moreover, approaches like co-creation, co-production, or co-finances have gained acceptance as novel participatory methodologies within the realm of placemaking, which is a method largely based on collaborative prototyping [80][81][82]. ...
Citizens worldwide are increasingly engaged in co-creation processes. It can be applied to meet the needs of seniors regarding their living arrangements or activities in public spaces. This article presents a fragment of research aimed at identifying problems and needs faced by older adults (aged 65 and older) in the Popowice neighborhood in Wrocław, Poland, and co-creating solutions with them. Using the co-creation method—both qualitative and quantitative research—a series of activities were conducted (workshops, interviews, surveys) during five phases of the Living Lab, culminating in the creation of a physical prototype. Intervention through a physical prototype allowed for verifying the validity of the conclusions drawn in the earlier part of the study, serving as an activator and accelerator of neighborhood life. The research suggests that the co-creation process and the prototype can influence the social activity of seniors. Recommendations for future co-design processes with older people include establishing relationships with stakeholders and beneficiaries, which is essential for the success of co-creation projects, and involving participants in directly creating solutions to increase their engagement and willingness to collaborate. In the face of aging societies, co-creation can be a useful method for creating tailored solutions to meet users’ needs.
... Moreover, Stoica et al., (2022) discuss how storytelling can differentiate brands and destinations by highlighting their authenticity and offering unique perspectives. Travelers today are increasingly seeking authentic and meaningful encounters that go beyond superficial attractions, and storytelling allows businesses to convey the essence of their offerings in a compelling and memorable way. ...
This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth.
... Implementing place branding is a process that requires the development of events, infrastructures, symbolic actions, and supportive policies on a multi-level scale (Jernsand, 2016, p. 62). Place branding cannot be based solely on communication; it also requires product development (Stoica et al., 2021). ...
The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was based on a qualitative and quantitative methodology, previously tested out in other cities and locations in Spain, which is shaped by research groups, semi-structured interviews, and surveys of the citizens. This method aims to place the citizen, who ultimately is the user of the brand, at the center of the social research process that determines the tangible and intangible values associated with the brand narrative. The main objective of this article is to highlight, based on the case study of the brand Huelva Original, the importance of two groups in the construction and deployment of a place brand (Millennials and Generation Z and the political class). Firstly, out of the 1,194 people who participated in the fieldwork, 47.92% were under 40 years old. These two generations are crucial for creating a brand narrative that has long-term viability and presence in the digital environment. Secondly, the development of the brand narrative facilitated a cooperative process among the different political groups in the City Council, especially the two most represented (conservatives and social democrats), which enables the search for collaborative workspaces among political groups to ensure that the implementation of the brand transcends the term of a mandate and goes beyond short-termism political actions. The results indicate that the new brand uniquely differentiates Huelva, emphasizing internal pride and co-creation. Open innovation facilitates cooperation among stakeholders, improving governance. Both Millennials and Generation Z citizens, as well as politicians, are key to the long-term sustainability and reach of the brand.
... According to several definitions, the key terms used to define cocreation are creative, collaborative, active, networked social process, exchange of resources, create of values (Roser et al., 2013;Ind et al., 2013;Ramaswamy and Ozcan, 2013;Voorberg et al., 2014;Tokoro, 2015;Brandsen et al., 2018). The primary characteristics of "co-creation are the active involvement of end-users" (Stoica et al., 2022), "making something together" (Puerari et al., 2018) and "a social process of individuals participating in addressing complex social problems" (Deng, 2021;Säwe and Thelander, 2015;Marušić and Erjavec, 2020). Accordingly, this research defines co-creation as 'a process of involving citizens in place-making as active and responsible actors'. ...
... When referring to co-creation, some studies used the terms sense of place, place attachment, place identity or place dependence, but they did not empirically investigate any relationship (Stoica et al., 2022;Deng, 2021;Yan et al., 2019;Hadjilouca et al., 2015;Saar and Palang, 2009). Aitken and Campelo (2011) studied place branding which leads to place identity. ...
... Several authors accept that "co-creation is an act of collective creativity" (Guaralda et al., 2019;Š uklje Erjavec and Ruchinskaya, 2019). The primary characteristics of "co-creation are the active involvement of end-users" (Stoica et al., 2022), "making something together" (Puerari et al., 2018), and "a social process of individuals participating in addressing complex societal problems" (Deng, 2021;Säwe and Thelander, 2015;Marušić and Erjavec, 2020). It is identified in this systematic review that scholars used environmentally responsive behaviour (Deng, 2021), neighbourhood revitalization (Manzo and Perkins, 2006), experimentation (Frantzeskaki et al., 2018), participatory design (Slingerland et al., 2020), place-making (Ellery and Ellery, 2019;Teder, 2018) and collaborative planning (Thompson and Prokopy, 2016) along with sense of place. ...
Co-creation has been embraced as a new participatory strategy for place-making. The reasons behind the agency that gets public participation for co-creation are not yet explored, but some research indicates sense of place is an intrinsic motivation for participation. Thus, this paper systematically explores whether the prevailing literature has revealed the relationship between sense of place and the co-creation process. Of the 1636 publications from 2002 to 2022, 75 were subjected to in-depth content analysis. However, only 22 articles indicate the relationship between sense of place and the co-creation process. Further, some studies empirically demonstrated that the sense of place has a positive role in the co-creation process and engagement in the co-creation process enhances the sense of place. As such the prevailing studies focus on non-urban, non-spatial and in the global north contexts, this systematic literature review depicts the lack of urban place-making-related research on the relationship from the global south.
... Co-creative efforts are often combined with top-down branding, as in the case of Luton, UK, where the Council's campaign delivered storytelling aimed to steer place-brand co-creation (Stoica et al., 2021). However, disputes, disapproval, and negative brand meanings emerged, witnessing the very real challenges of steering and facilitating co-creation practice. ...
... Our results confirm the literature on the participation of residents as co-creators of the city brand Kavaratzis, 2017;Compte-Pujol, et al, 2018;Stoica 2022). However, the authors of previous works analysed traditional forms of stakeholder participationwhere a place brand is created in a dialogue between the local community and the authority. ...
Considering citizens as a significant group of stakeholders, a need to study their attitudes and antecedents of engaging in city matters becomes evident. Therefore, the paper aims to determine which determinants impact citizen participation (both online and offline) in city branding in Georgia and Poland. By approaching city branding as a governance strategy, this paper reflects on the participatory and collaborative approach in which local authorities engage in citizen relations. The study develops a conceptual research model that identifies the determinants that affect citizen participation in city branding in the example of two cities Poznan (Poland) and Kutaisi (Georgia). A web survey (CAWI) results demonstrate that technological, relational, and attitudinal drivers affect citizen participation in city branding in the studied cities. The invariance analysis enables comparing the relations between variables in two diverse country contexts.
