A comparative analysis of place branding in Michigan and Ontario. Issue 1 (2nd January 2016)

• Record Type: Journal Article
• Authors: Sadler, Richard; Cleave, Evan; Arku, Godwin; Gilliland, Jason
• Is Part Of: Urban research & practice. Volume 9:Issue 1(2016)
• Page Start: 16
• Page End: 36
• Publication Date: 2016-01-02
• Subjects: place branding -- economic development -- municipalities -- Michigan -- Ontario; Sociology, Urban -- Periodicals; 307.7605
• DOI: 10.1080/17535069.2015.1037341
• Languages: English
• ISSNs: 1753-5069

Abstract

Abstract : Place branding has increasingly been adopted as a municipal initiative to change the trajectory of local economic development. Specifically, local municipalities and communities have used place branding not only as a response to the influence of globalization and neo-liberalism, but also economic challenges and restructuring. Like any other initiative, the ultimate goal is to enhance the economic and social well-being of local jurisdictions. Although a popular strategy, it is not clear if and how locally specific factors mediate the process. By comparing two cross-border geographical areas, this study attempts to identify how regional variability in the manifestation of political-economic forces, as well as geographical influences, affects the use of place branding at local scales. Every municipality in Michigan ( n = 1774) and Ontario ( n = 414) was systematically examined for the presence and message of local place brands as presented through logos and slogans. The comparative analysis demonstrated that Ontario's municipalities utilized place branding to a greater extent, and that the dominant messages differ by region. Further, this analysis shows that – beyond political differences – geographical context appears to have an effect on both local place branding usage and message.