Developing Local Community: Municipal Policies Oriented Towards Place Branding

Authors

  • Jørund Aasetre Department of Geography, Norwegian University of Science and Technology, Norway
  • Espen Carlsson Trøndelag R&D Institute, Norway
  • Margrete Haugum Margrete Hembre Haugum, Trøndelag R&D Institute, Norway,

DOI:

https://doi.org/10.58235/sjpa.v24i2.8617

Keywords:

place, promotion, marketing, branding, policy, effects, non-core municipalities, settlement, desire for rural living

Abstract

To date, there has been scant research on place broadcasting activities (PBA) such as promotion, marketing and branding in Norwegian municipalities, especially research into effects. This paper examines two rural Norwegian municipalities in which place branding - i.e. the planned and strategic external communication of place qualities - has been a prioritized policy strategy. The research was designed as a comparative case study based on data acquired via methodological triangulation. An analytical model served as a framework to identify the effects of a focus on place branding in non-core municipalities. In the model, policies oriented towards place branding are treated as a variable that is thought to influence (1) employment, (2) settlement, and (3) the desire for rural living. The analysis revealed no quantifiable effects of such policies when compared with 17 comparable municipalities. However, based on the qualitative data and analysis, the authors found effects related to the desire for rural living, implying arguments in favour of non-core regional policy and planning beyond a focus purely on growth. Our results seem to indicate that strategies oriented towards place branding should also focus on material issues, housing development and job opportunities for example.

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Author Biographies

Jørund Aasetre, Department of Geography, Norwegian University of Science and Technology, Norway

Jørund Aasetre, (PhD) is an Associate Professor at the Norwegian University of Science and Technology in Trondheim, Norway. Her he is affiliated to the department of Teacher Education and Department of Geography working with Geography Education and nature management, but also more general geographical issues as place development.

 

Espen Carlsson, Trøndelag R&D Institute, Norway

Espen Carlsson (PhD) is a Senior Researcher at Trøndelag R&D Institute, Norway. His main research interests include entrepreneurship and innovation in the private and public sector, and other topics related to economic geography and regional development. 

Margrete Haugum, Margrete Hembre Haugum, Trøndelag R&D Institute, Norway,

Margrete Haugum (Dr.Eng.) is a Senior Researcher at Trøndelag R&D Institute, Norway and Management Accountant at Revisjon Midt-Norge SA. Her main research interests include entrepreneurship, innovation and service quality.

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Published

2020-06-15

How to Cite

Aasetre, J., Carlsson, E., & Haugum, M. (2020). Developing Local Community: Municipal Policies Oriented Towards Place Branding. Scandinavian Journal of Public Administration, 24(2), 43–63. https://doi.org/10.58235/sjpa.v24i2.8617

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Original Articles

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