The narrative nature of place branding
The narrative nature of place branding
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地方品牌的叙事本质
DOI：
10.1057/pb.2010.27
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发表时间：
2010
影响因子：
1.5
通讯作者：
Rebecca Hansen
中科院分区：
文献类型：
--
作者：
Rebecca Hansen
与大多数地方品牌的研究和实践相反，本文基于这样一个假设，即品牌不是识别一个地方的本质或DNA，而是构建创造意义的强大叙事，根据消费者特定的文化背景来满足他们的自我塑造和生活方式需求。因此，意义在一个地方或一个民族中并不是一成不变的。意义是由叙事构建的，这些叙事在一个混乱和支离破碎的世界中创造了秩序和连贯性。
In contrast to most studies and practices of place branding, this article is based on the assumption that branding is not about identifying the essence or DNA of a place, but about constructing powerful narratives that create meanings, which address consumers’ self-fashioning and lifestyle needs according to their specific cultural contexts. Hence, meaning is not immanent in a place or nation. Meaning is constructed by narratives that create order and coherence in an otherwise chaotic and fragmented world.