TY  - JOUR
AB  - Purpose– The purpose of this paper is to contribute to the discussion about how to develop a common identity of local stakeholders of places (e.g. politicians, local companies, residents). Such a common identity is regarded as an essential aspect to market a place consistently to external target groups (e.g. tourists, companies, qualified workers, students).Design/methodology/approach– The paper follows a conceptual approach by transferring semiotic (symbolism) and sociological concepts (symbolic interactionism) to the concept of place branding. Moreover, a practical example of how to identify potential place symbols of cities is presented within the case study of the German town of Bremen.Findings– Symbols are identified to be of special importance for the development of group identity of local stakeholders of places. Moreover, symbols are presented as essential aspects of a feeling of belonging to a place (place commitment).Research limitations/implications– As semiotic theory has not yet been transferred to the context of place branding this paper is opening up a new subject and needs to be understood as a first approach to constitute a theoretical framework. An empirical analyses needs to be carried out in order to proof the theories in the place branding context.Practical implications– The paper explains that symbols can be established by the arrangement of public discourses like, e.g. competitions for place logos, place mascots or place songs. Moreover, it is pointed out, how already established place symbols which are not yet part of branding strategies can be identified in order to strengthen place identity.Social Implications– Following the semiotic concept of symbolism the paper explains a high participation of residents as a necessity to establish and negotiate the meaning of symbols in order to strengthen place identity.Originality/value– Because of being the first paper putting the semiotic theory of symbolism in the focus of the interdisciplinary discussion of branding the originality of the paper can be regarded as high.
VL  - 5
IS  - 1
SN  - 1753-8335
DO  - 10.1108/17538331211209068
UR  - https://doi.org/10.1108/17538331211209068
AU  - Mueller Andreas
AU  - Schade Michael
ED  - Ares Kalandides
ED  - Mihalis Kavaratzis
ED  - Martin Boisen
PY  - 2012
Y1  - 2012/01/01
TI  - Symbols and place identity: A semiotic approach to internal place branding – case study Bremen (Germany)
T2  - Journal of Place Management and Development
PB  - Emerald Group Publishing Limited
SP  - 81
EP  - 92
Y2  - 2024/09/19
ER  -