International Place Branding Conference in Utrecht 2012: “Special Edition: Roots – Politics – Methods Conference Proceedings” available for download now!

Special Edition: Roots – Politics – Methods
Conference Proceedings

The book is now available for download under www.inpolis.de

The first two International Place Branding Conferences have provided a highly valuable input into the still emerging field of place branding. In Berlin 2008 and Bogotá 2011, scholars, practitioners, and city representatives came together to discuss various aspects related to the branding of places. A ‘common language’ among the different disciplines has been sought and different perspectives on the issue have been examined. The conferences provided important insights to the subthemes of place branding, but open questions remained. These questions deal with the general understanding of what the place branding profession does as distinguished from affiliated fields, such as place marketing or city management. Conference participants urged to solve the ambiguities in the analytical understanding of place branding.

It is for these unsolved issues that the format of a special session was developed for the International Place Branding Conference. Scholars and practitioners met in Utrecht January 2012 to approach place branding from a theoretical and methodological standpoint. Keynote lectures, paper sessions and panel discussions contributed to a more precise understanding of the definition, concepts, and roots of place branding. Also, the special session helped in enriching the dialogue between various actors from different disciplines.

As a concentrated form of the International Place Branding Conference, the special session adopted an interdisciplinary and international perspective aiming to approach the theme from an analytical point of view that also includes the discussion about appropriate methodologies to analyze and measure effects and success of place branding. Since the issue of collaborative and participatory approaches in place branding was controversially discussed at past conferences, it was again a major element of the special session in Utrecht.

In this special session of the International Place Branding Conference in Utrecht, we reflected on the shared ideas of place branding and discussed conclusions that are debated among experts in the profession. The dialogue between the participants resulted in a common understanding that will function as the base for further discussions on place branding.

This book is a collection of all papers presented at the conference, with only a few exceptions. The authors have updated them and are responsible for their content and language, as very little editing was undertaken on our side. Some papers are more mature and fit for publication, while others are clearly “work in progress”. It was important for us to present them all here, thus encouraging the authors to work on them in the near future. The copyright of all papers remains with the authors, whom we would like to thank for their generosity. Also a big thank you goes to Prof. Cathy Parker and Gareth Roberts of The Institute of Place Management, Manchester for all their assistance and inspiration.

The book is now available for download under www.inpolis.de

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