The critical role of stakeholder engagement in a place branding strategy: a case study of the Empordà brand

ABSTRACT

This article investigates the role of local stakeholders in the development and implementation of the place branding strategy of the northern Catalan region Empordà. Stakeholder-oriented and participatory approaches towards both place branding and spatial planning provide the theoretical background. The research involved an initial SWOT Analysis, fifteen thematic focus groups and nineteen semi-structured interviews with local stakeholders, as well as a paper-based and on-line questionnaire that opened the process of the brand's conceptualization to all residents. The article discusses the development of the brand, the revision of the storytelling for the territory and the proposal for the logo and slogan ‘Empordà, tocat pels déus’ [Empordà, Touched by the Gods]. On the one hand, the case study demonstrates the value of participatory place branding processes showing that local communities become brand advocates when they are involved throughout the development of a place brand. On the other hand, it highlights the challenges to participatory planning and governance within place brand management, especially when strategic thinking turns into a short-term public-policy approach. The article argues for a more participatory governance of the place brand and reinforces that stakeholder engagement is essential in establishing stronger links between place branding and spatial planning.

KEYWORDS:

• Place branding
• spatial planning
• local governance
• Empordà region
• social research

Disclosure statement

No potential conflict of interest was reported by the authors.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Notes

1 The production area of the DO Empordà, located in the far north east of Catalonia, encapsulates 48 municipalities spread across two counties. The production area of Upper Empordà is in the far north east of Catalonia. The Lower Empordà production area borders the Montgrí Massif in the north, the Gavarres Massif in the southwest –that forms a coastal plane with the Begur Massif– and with the Mediterranean to the east (Empordà Denomination of Origin Regulatory Council, 2014).

Additional information

Funding

This research was funded through a knowledge transfer contract between the University of Vic-Central University of Catalonia, the Figueres City Council and the County Councils of Alt and Baix Empordà, in Catalonia (Spain).