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Social urbanism: public policy and place brand

Caroline Doyle (Department of Business, University of New South Wales Canberra at ADFA, Canberra, Australia)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 19 December 2018

Issue publication date: 11 July 2019

Abstract

Purpose

This paper aims to focus on how a public policy designed to address a social problem ultimately became the place brand.

Design/methodology/approach

This paper uses a qualitative case study approach focusing on the city of Medellín, Colombia. It draws from fieldwork conducted in Medellín over 2014 and 2015, including semi-structured interviews with an array of local stakeholders.

Findings

The paper concludes that local governments should be aware that the policymaking process can become part of their branding. It also shows the importance of the continual involvement of stakeholders in the place brand process to ensure it is a sustainable brand.

Originality/value

There are limited studies which focus on how a public policy designed to address a social problem ultimately becomes the place brand. This paper shows how a public policy, social urbanism, became the branding of Medellín.

Keywords

Citation

Doyle, C. (2019), "Social urbanism: public policy and place brand", Journal of Place Management and Development, Vol. 12 No. 3, pp. 326-337. https://doi.org/10.1108/JPMD-01-2018-0006

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited