Harnessing Place Branding through Cultural Entrepreneurship

Frank M. Go is Professor Emeritus of the Erasmus University where he held the Bewetour chair of tourism marketing at the Rotterdam School of Management and sits on the Advisory Board of Media Tenor and Customer Connection. An editorial board member of eight international journals, he has published the Economist Intelligence Unit publications, Journal of Brand Management, Journal of Place Branding and Public Diplomacy, Journal of Travel Research, Journal of Travel and Tourism Marketing, Annals of Tourism Research, Tourism Management, Information Technology and Tourism. He is co-editor of the International Place Branding Yearbook series (2010, 2011 and 2012) and co-author of Place Branding (2009).   Arja Lemmetyinen is a senior researcher at the Turku School of Economics, University of Turku, Finland. Her research interest lies in the field of network management and value creation in networks. Her research focuses on place branding and brand management, and her research interests include cultural tourism and creative economy. Arja has published widely, including the International Place Branding Yearbook series, Journal of Brand Management, Marketing Intelligence & Planning, Journal of Place Branding and Public Diplomacy, Scandinavian Journal of Hospitality and Tourism, Tourism Management and Tourism Review.   Ulla Hakala is a lecturer in Marketing at the Turku School of Economics, University of Turku, Finland. Her research interests include marketing communications and branding. Her current research focuses on city branding, country image, brand equity and TOMA, brand heritage and cultural heritage, and cultural differences in brand perceptions. She has published articles in Journal of Product and Brand Management, Place Branding and Public Diplomacy, Marketing Intelligence and Planning, and Tourism Review as well as the International Place Branding Yearbook series. She co-edited a special issue in the Journal of Place Branding and Public Diplomacy together with Frank Go and Arja Lemmetyinen.

• Introduction; Frank M. Go, Arja Lemmetyinen and Ulla Hakala PART I: PLACE BRANDING: MULTIDISCIPLINARY PRINCIPLES 1. Place Branding and Culture: 'The Reciprocal Relationship Between Culture and Place Branding'; Marinda Scaramanga 2. Cultural Entrepreneurs as Foundations of Place Brands; Alice Loy and Tom Aageson 3. Managing the Unmanageable: Stakeholder Involvement in Creating and Managing Places and Their Brands'; Edward Kasabov 4. The Role of Culture in Regional Development Work - Changes and Tensions; Kari Ilmonen PART II: CHAPTERS ON INDIVIDUAL PLACE CASE STUDIES 5. Case A: Place Branding from the Bottom up: Strengthening Cultural Identity through Small-Scaled Connectivity with Cultural Entrepreneurship; Philip Speranza 6. Case B: Culture-led Urban Regeneration and Brand Building in Alpine Italian Cities; Maria Della Lucia and Mariangela Franch 7. Case C: Place Branding and Cultural Entrepreneurship: 'Edinburgh – Scotland's Inspiring Capital and World Festival City'; Kenneth McMillan Wardrop 8. Case D: The Power of Soft Infrastructure in Influencing Regional Entrepreneurship and Innovativeness; Cecilia Pasquinelli and Nicola Bellini 9. Case E: Cultural Diplomacy and Entrepreneurship as a Means for Image Restoration: The Case of Israel; Eli Avraham 10. Case F: The City of Ostrava - From Industrial Image to Industrial Image 2.0; Jan Suchacek and Pavel Herot PART III: CHAPTERS ON PARTICULAR PLACE BRAND THEMES 11. Coordinating Cooperative Cultural Networks: the Case of Culture Finland; Arja Lemmetyinen 12. Tracing for One Voice – The 5Cs of Communication in Place Branding; Ulla Hakala 13. E-governance-based Smart Place Branding: Challenges and Implications for Local Identity and Cultural Entrepreneurship; Frank M. Go, Maria Della Lucia, Mariapina Trunfio and Angelo Presenza 14. Making Space for Cultural Entrepreneurship; Stephen Little