Social Science
From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement
Gaia Daldanise
Peer Reviewed
Abstract
The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.
Key Questions and Answers
1. How does community-branding differ from traditional place-branding in the context of cultural heritage?
Community-branding shifts focus from representing a place to emphasizing the role of the local community in shaping its identity and values. It highlights inclusivity and participation, unlike place-branding, which is more external and image-focused.
2. What are the challenges and benefits of involving local communities in cultural heritage management?
Challenges include resistance to change and balancing diverse interests, while benefits involve fostering a sense of ownership, enhancing cultural preservation, and promoting sustainability through local engagement.
3. How can collaborative decision-making processes improve the sustainability of cultural heritage?
Collaborative decision-making ensures that local needs, traditions, and knowledge are integrated, leading to more sustainable and contextually appropriate heritage management practices.
4. In what ways can cultural heritage initiatives contribute to community development and identity?
Cultural heritage initiatives strengthen community bonds, reinforce local identity, and create opportunities for economic development through tourism and education, fostering a shared sense of pride and belonging.
