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Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia

Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia This paper discusses the notion of authenticity and the role of local creatives in the place branding process based on a case study of Mtns Made, a brand for the creative industries in the Blue Mountains of Sydney, Australia. This paper aims to examine the development, implementation and management of a place brand from the ground-up and explore the implications for a situated place branding practice.Design/methodology/approachThe concept of brand culture was used as a theoretical lens to view place branding. A qualitative case study approach was taken, incorporating the collection of primary and secondary documents, observation of online platforms and real-world events, field notes and personal reflection from an insider position.FindingsThe findings of this study suggest that local creatives can and have played a central role in place branding. The study also illustrates a model for place branding that centres on stakeholder participation in an ongoing process.Originality/valueLocal culture and creativity are largely viewed as assets for place branding; this paper draws attention to the agency of local creatives in the place branding process. This study offers three pillars of place brand authenticity and establishes a framework for place brand analysis based on a branding design strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Place Management and Development Emerald Publishing

Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia

Sandbach, Katrina
Journal of Place Management and Development , Volume 15 (2): 18 – Apr 13, 2022
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References (50)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1753-8335
eISSN
1753-8335
DOI
10.1108/jpmd-06-2020-0057
Publisher site
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Abstract

This paper discusses the notion of authenticity and the role of local creatives in the place branding process based on a case study of Mtns Made, a brand for the creative industries in the Blue Mountains of Sydney, Australia. This paper aims to examine the development, implementation and management of a place brand from the ground-up and explore the implications for a situated place branding practice.Design/methodology/approachThe concept of brand culture was used as a theoretical lens to view place branding. A qualitative case study approach was taken, incorporating the collection of primary and secondary documents, observation of online platforms and real-world events, field notes and personal reflection from an insider position.FindingsThe findings of this study suggest that local creatives can and have played a central role in place branding. The study also illustrates a model for place branding that centres on stakeholder participation in an ongoing process.Originality/valueLocal culture and creativity are largely viewed as assets for place branding; this paper draws attention to the agency of local creatives in the place branding process. This study offers three pillars of place brand authenticity and establishes a framework for place brand analysis based on a branding design strategy.

Journal

Journal of Place Management and Development – Emerald Publishing

Published: Apr 13, 2022

Keywords: Case study; Place branding; Creative industries; Local culture; Brand culture; Blue Mountains; Australia

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