TY  - JOUR
AB  - 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.
VL  - 12
IS  - 3
SN  - 1753-8335
DO  - 10.1108/JPMD-01-2018-0006
UR  - https://doi.org/10.1108/JPMD-01-2018-0006
AU  - Doyle Caroline
PY  - 2018
Y1  - 2018/01/01
TI  - Social urbanism: public policy and place brand
T2  - Journal of Place Management and Development
PB  - Emerald Publishing Limited
SP  - 326
EP  - 337
Y2  - 2024/04/20
ER  -