Social urbanism: public policy and place brand
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
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited