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The role of place branding in local and regional economic development: bridging the gap between policy and practicality

机译：地名品牌在地方和区域经济发展中的作用：弥合政策与实践之间的差距

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Place branding has become an increasingly integral part of local and regional economic development strategies in the global competition for business investment. Professional and academic understanding remains limited, however, regarding whether place branding can be classified as a ‘high-road’ policy with substantive and effective merits or a ‘low-road’ policy that is generally inefficient and ineffective at fostering sustainable economic growth. Through the context of business attraction, this study examines whether place branding represents ‘high-road’ policy by comparing what economic development practitioners are doing to create and support their brands against the needs and desires of businesses considering relocation. The research goal is achieved through a series of in-depth interviews with economic development practitioners (n ?=?25) and private-sector site selectors (n ?=?10) in the province of Ontario, Canada. Gaps between policy and practicality are identified by comparing the responses of the two groups. Results demonstrate that place branding has the potential to be ‘high-road’ policy given its utility in business attraction. In its current implementation, however, place branding remains better described as a ‘low-road’ policy, as it is not being used efficiently. Several gaps in place-branding policy are identified, including an overreliance on visual identities and narratives, poor communication of the brand information, and overemphasis on presenting quality of life and affordability. These gaps present possible areas of ineffectiveness that can limit the ability of a place brand to attract investment, but provide areas of future policy improvements, thus enabling place branding to shift from ‘low road’ to ‘high road’.
机译：在全球商业投资竞争中，地方品牌已经成为地方和区域经济发展战略中越来越不可或缺的一部分。但是，关于场所品牌是否可以归类为具有实质性和有效优点的“高速公路”政策，还是通常在促进可持续经济增长方面效率低下或无效的“低路”政策，专业和学术理解仍然有限。在商业吸引力的背景下，本研究通过比较经济发展从业者在考虑考虑搬迁的企业的需求和愿望方面所做的努力，来研究地方品牌是否代表“高速公路”政策。通过与加拿大安大略省的经济发展从业者（n = 25）和私营部门选址者（n = 10）进行一系列的深度访谈，实现了研究目标。 。通过比较两组的回应，可以确定政策与实践之间的差距。结果表明，由于地名品牌可以在商业吸引力中发挥作用，因此有可能成为“高速公路”政策。但是，在目前的实施方式中，场所品牌仍然可以被更好地描述为“低路”政策，因为它没有得到有效利用。已发现地方品牌政策存在一些缺陷，包括对视觉识别和叙述的过分依赖，品牌信息的交流不畅以及对生活质量和负担能力的过分强调。这些差距带来了可能的无效区域，这些区域可能会限制地方品牌吸引投资的能力，但会提供未来政策改进的领域，从而使地方品牌能够从“低迷路”转变为“高迷路”。

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