Städte und Regionen als Marke – Konzepte, Pfade, Probleme

Public Branding is a research field that focuses on spatial branding processes. Social, cultural and economic parts of a spatial brand are seen as special domains of knowledge. The main questions are: Which interpretations of space are developed through branding processes and which groups and institutions communicate and reconstruct relevant knowledge for spatial brands?The new aspect in this research approach is a discourse-analytical focus in the field of city and regional marketing. The concept is not that much interested in strategic marketing, but in everyday communications and in social spaces. Public Branding is part of an interdisciplinary and practise-oriented basic research.The aim is to explain conditions for the emergence of brand knowledge in the multilevel context of local, regional and supraregional knowledge spaces and economic spaces.