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Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- Acknowledgements -- 1 Introduction and Background -- 2 Theory and Frame of Analysis -- 3 The Tourist Cluster of Amsterdam -- 4 The Mechatronics Cluster in Eindhoven -- 5 The Telecom Cluster in Helsinki -- 6 The Media Cluster in Leipzig -- 7 The Health Cluster in Lyons -- 8 The Cultural Cluster in Manchester -- 9 The Media Cluster in Munich -- 10 The Audiovisual Cluster in Rotterdam -- 11 The Health Cluster in Vienna -- 12 Synthesis

The theoretical development of place branding is in its early stages. The most important contributions so far have come from publications 'translating' insights, methods and tools from corporate branding theory to places and cities in particular. Obviously, an academic field in its early stages has many critical issues to be developed. One major issue is the role of residents in the formation and communications of place brands and their involvement in the place branding process. This paper attempts to fill in this gap by exploring in detail the role that residents are called to play in current place branding practice. The paper argues that there is an urgent need for resident involvement and participation in place branding, due to the reason, that residents simultaneously fulfil different roles in the place marketing process. Firstly, they are target groups of place marketing itself and therefore the main audience of several marketing actions. Secondly, residents are an integrated part of a place brand. Their characteristics, behaviour and reputation could make a city more attractive to visitors, new residents, investors, and companies. Thirdly, residents could function as ambassadors for their place brand. They are in the position to give credibility to any message communicated by city authorities, "making or breaking" the image and brand of their city. Fourthly, they are also citizens and are vital for the political legitimisation of the whole marketing endeavour. The paper explains in detail this fourfold role of the residents and explores the implications for place brand management. Drawing on examples from place marketing practice it demonstrates how residents exert their influence on city brands either though intentional involvement or unintentional negligence. The paper concludes that only through meaningful participation and consultation a more effective and sustainable place branding is possible.

Le marketing territorial est une technique de plus en plus utilisée par les gouvernements locaux pour améliorer l'image des villes et atteindre les objectifs stratégiques liés au développement économique et à l'aménagement du territoire. Le marketing territorial a désormais intégré les processus de gouvernance locale et régionale. Les détracteurs avancent que le marketing territorial est souvent appliqué de manière descendante, sans prendre en considération les citoyens. Le présent article s'appuie sur des données d'enquête et confirme de manière empirique ce reproche. Mais notre article fait apparaître, au moyen d'une étude de cas, que la participation des citoyens au branding territorial peut permettre d'améliorer la qualité de la marque et d'intégrer les émotions des citoyens dans les processus de gouvernance. Remarques à l'intention des praticiens L'influence des citoyens sur le marketing territorial est généralement faible. Cependant, lorsqu'on donne aux citoyens les moyens d'agir, le marketing territorial a davantage d'effet sur les plans d'aménagement et les autres politiques, si l'on en croit les répondants de cette étude. Le branding territorial peut se réaliser de manière interactive avec les citoyens, pour ensuite être appliqué de sorte à intégrer les émotions des citoyens dans les processus de gouvernance. Cela peut permettre d'enrichir et d'intégrer localement les processus de gouvernance et, ainsi, de prévenir la contestation des citoyens.

Place marketing is increasingly used by local governments to enhance the image of cities and achieve policy goals related to economic and spatial development. Place marketing has become part of local and regional governance processes. Critics have argued that place marketing is often applied in top-down ways that exclude citizens. Drawing on survey data this article empirically confirms this critique. But the article shows with a case study that citizen involvement in place branding can be used to enhance the quality of the brand and include citizens' emotions in governance processes. Points for practitioners The influence of citizens on place marketing is generally low. Nonetheless, when citizens are given influence the effects of place marketing on spatial plans and other policies increases, according to respondents of this study. Place branding can be carried out interactively with citizens, and then be applied to include citizens' emotions in governance processes. This may be used to enrich and locally embed governance processes, and prevent citizens' protest.

Place marketing is increasingly being used as a governance strategy for managing perceptions about regions, cities, and towns. What are the most important obstacles to implementing place marketing? Based on a survey of 274 public managers involved in place marketing in the Netherlands, this article analyzes the main obstacles as perceived by public managers. It also analyzes the effects of obstacles on perceived results of place marketing in terms of attracting target groups. A factor analysis of a variety of obstacles investigated in the survey shows three clearly demarcated obstacles: administrative obstacles within municipalities, obstacles in developing the substance of marketing campaigns, and political obstacles. Obstacles in developing the substance of the marketing campaigns have significant effects on the results of place marketing in terms of attracting stakeholders, whereas the two other obstacles have no significant influence.