Branding places with social problems: A systematic review (2000–2013)

A systematic review was performed to identify case studies published in peer-reviewed journals from January 2000 until May 2013 focusing on current and proposed place branding strategies for places with a negative brand image based on a prominent social problem. The main aim of this article was to review the case studies in order to identify any underlying themes and the different approaches that have been taken or are recommended by place branding researchers. Twenty-five places with prominent social problems that had been studied with a focus on place branding strategies were identified. The analysis of the case studies focused on three main aspects: place branding strategies, types of social problems and the role of policy development in addressing the problems. Relevant examples were discussed in each of the three categories. This review shows that place branding strategies can be successful for places with negative images, in particular social problems; however, it is an all-encompassing process that cannot focus on only one aspect (that is, promotion or tourism).Griffith Business School, Department of MarketingFull Tex