Green space branding in Denmark in an era of neoliberal governance

TY - JOUR

T1 - Green space branding in Denmark in an era of neoliberal governance

AU - Gulsrud, Natalie Marie

AU - Gooding, Saskia

AU - Konijnendijk, Cecil Cornelis

PY - 2013

Y1 - 2013

N2 - City place branding, an entrepreneurial urban development scheme, aims to differentiate cities from their national and international competitors based on strengths and competitive advantage. One such strength is quality urban green space which has been shown to make cities more attractive and liveable places, drawing people and investments to urban centres. Applying a place branding approach, this paper presents the results of a survey of Danish municipalities and their place branding in terms of crafting green city, or environmentally sustainable, profiles. Based on survey responses from both municipal green space and communication staff, an overview is presented of the status of 'green' municipal place branding, with emphasis on branding through green spaces such as parks. Findings show that green concepts such as environmentally sustainable policies as well as biophysical assets such as green spaces are not in focus in municipal place branding campaigns. Moreover, survey results demonstrate that creative professionals and local citizens are the main focus of those municipalities that are branding. There is great potential to emphasize green spaces in municipal placing branding campaigns building on partnerships with the private sector and citizen volunteers.

AB - City place branding, an entrepreneurial urban development scheme, aims to differentiate cities from their national and international competitors based on strengths and competitive advantage. One such strength is quality urban green space which has been shown to make cities more attractive and liveable places, drawing people and investments to urban centres. Applying a place branding approach, this paper presents the results of a survey of Danish municipalities and their place branding in terms of crafting green city, or environmentally sustainable, profiles. Based on survey responses from both municipal green space and communication staff, an overview is presented of the status of 'green' municipal place branding, with emphasis on branding through green spaces such as parks. Findings show that green concepts such as environmentally sustainable policies as well as biophysical assets such as green spaces are not in focus in municipal place branding campaigns. Moreover, survey results demonstrate that creative professionals and local citizens are the main focus of those municipalities that are branding. There is great potential to emphasize green spaces in municipal placing branding campaigns building on partnerships with the private sector and citizen volunteers.

KW - City marketing

KW - Globalisation

KW - Green cities

KW - Parks

U2 - 10.1016/j.ufug.2013.03.001

DO - 10.1016/j.ufug.2013.03.001

M3 - Journal article

SN - 1618-8667

VL - 12

SP - 330

EP - 337

JO - Urban Forestry & Urban Greening

JF - Urban Forestry & Urban Greening

IS - 3

ER -