From a bad to good reputation: a case study illustrating the re-branding of a stigmatized neighbourhood in Sweden

IF 1.9 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Place Branding and Public Diplomacy Pub Date : 2024-08-19 DOI:10.1057/s41254-024-00352-7

Magdalena Sjöberg

引用次数: 0

Abstract

Neighbourhoods with low social capital and bad reputations are becoming even more deprived, with increased homelessness, poverty and gang violence. In Sweden, and internationally, there is a need for knowledge of ways to stimulate positive regeneration of neighbourhoods with a bad reputation. This ethnographical case study explores regeneration factors in a neighbourhood that was transformed over 14 years from one with low social capital and a bad reputation to one with higher social capital and a good reputation. Three key factors in this positive regeneration and de-stigmatization process of a neighbourhood with an undesirable reputation were identified: the engagement of private sector actors with place branding and spatial anchorage skills; collaborative co-creation; and home-love with emotion-based building. The findings regarding this successful case highlight the importance of collaboration and including actors with re-branding skills when rewriting the narrative of a stigmatized neighbourhood.

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从坏名声到好名声：瑞典一个被污名化的街区品牌重塑案例研究

社会资本低、声誉差的社区正变得更加贫困，无家可归者、贫困和帮派暴力也在增加。在瑞典和国际上，都需要了解如何促进声誉不佳的社区积极再生。这项人种学案例研究探讨了一个街区的再生因素，该街区经过 14 年的改造，从一个社会资本低、声誉差的街区变成了一个社会资本高、声誉好的街区。在这一积极的再生过程中，我们发现了三个关键因素：私营部门的参与，以及地方品牌和空间锚定技能；合作共创；以及以情感为基础的爱家建设。这一成功案例的研究结果突出表明，在改写一个被污名化的街区的故事时，合作和吸纳具有品牌重塑技能的参与者非常重要。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Place Branding and Public Diplomacy

CiteScore

3.80

自引率

13.30%

发文量

期刊介绍： Place Branding and Public Diplomacy?is a pioneering journal and the first to concentrate on this fast-growing field. Its scope and reach is global and culturally unbiased. Its primary objective is to broaden the understanding of the nature purposes and benefits of both place branding and public diplomacy and to demonstrate how place branding and public diplomacy strategies are implemented in practice.Place branding is the practice of applying brand strategy and other techniques and disciplines - some deriving from commercial practice others newly developed - to the economic social political and cultural development of cities regions and countries. Public diplomacy is the process by which an international actor – often but not exclusively a country – conducts foreign policy by engaging a foreign public. Public Diplomacy and Place Branding are not synonyms but their overlaps are sufficient to justify a journal which considers both activities in their own right and at their point of convergence.Both Place Branding and Public Diplomacy are significantly but not exclusively concerned with reputation management.