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Towards a contemporary research agenda for island branding: developments, challenges, and dynamics
島嶼品牌的當代研究議程:發展、挑戰和動態
作者：Angeliki Mitropoulou&Ioannis Spilanis
摘要：本文旨在通過對相關文獻進行元分析，介紹當代地方品牌的發展、挑戰和動態，提出一個有關的研究議程。現在是時候將地方品牌確定為實行當代公共行政管理的重要工具了。為了完成這一計劃，必須通過建立現有的知識和模型（例如漢金森的模型）並結合其他相關領域的跨學科知識來提高對該領域的理論理解。因此，在這一概念性論文中，作者試圖對現有的書目和專業報告進行嚴格的審查，以便為建立知識生產體系做出貢獻，對該領域選定差距的一些關鍵發現進行分組，並評估這種分析是否能夠揭示確定新的潛在研究路徑的必要性。基於現有的跨學科理論基礎，作者採用了一種概念性的方法，旨在(a)敦促讀者——特別是從業者和學者——深入研究更具挑戰性和更有趣的研究空白，如需要研究更多的替代研究單位，而不是像島嶼和海島地區這樣的城市；(b)提議進一步闡述旅遊、可持續發展、地方品牌和島嶼等概念之間的關係。
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Abstract：This opinion paper aims at suggesting a research agenda for contemporary place branding by presenting developments, challenges and dynamics of the field based on meta-analysis of relevant literature. It is high time place branding is identified as a significant tool for exercising contemporary public administration. In order to achieve this scope, it is mandatory to advance the theoretical understanding of the field by building on existing knowledge and models like Hankinson’s and by incorporating cross-disciplinary knowledge from other relevant fields. Therefore, in this conceptual paper the authors attempt a critical review of the existing bibliography and professional reports in order to contribute to the creation of a regime of knowledge production, to group some key findings about selected gaps of the field and assess whether such analysis can reveal the need to identify new potential research paths. Building on existing cross-discipline theoretical foundations, adopting a conceptual approach, the authors aim at (a) urging readers—especially practitioners and scholars—to move beyond towards investigating more challenging and intriguing research gaps like the need to examine more alternative research units than cities like island and insular areas and (b) proposing to elaborate more on the relationships between concepts like tourism, sustainable development, place branding and islandness.
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From poem and song to cultural diplomacy: challenges and opportunities for place branding and tourism promotion
從詩歌、歌曲到文化外交：地方品牌和旅遊推廣的挑戰與機遇
作者：Christina Linardaki&Anastasia Aslanides
摘要：本文從地方認同的角度來探討地方品牌的概念。更具體地說，有人認為詩歌和歌曲是地方認同的文化元素，有助於地方品牌塑造過程。詩歌，尤其是音樂詩歌，提供了一個強大的跨平臺，使人們可以進行交流，建立共識，並彌合語言和文化差異。希臘已經到了一個緊要關頭，過去作為其旅遊活動基礎的陽光和海洋模式已經不再夠用。因此，它必須面臨改變現有產品的選擇。朝著這個方向，本文著重於把詩歌、歌詞和歌曲作為可行的替代方案，它們可以幫助重新制定該國的身份和形象。在這一脈絡下，我們分析和研究了希臘詩歌的代表性例子，尤其是希臘的音樂詩歌。
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Abstract：The concept of place branding in this paper is examined in respect to place identity. More specifically, it is argued that poems and songs are cultural elements of place identity that can help in the place branding process. Poetry and especially that set to music offers a powerful cross-platform that enables communication among people, creating common understanding and bridging linguistic and cultural differences. Greece has reached a juncture where the sun and sea model, on which it had based its tourist campaign in the past, is not sufficient anymore. Thus, it must face the options of altering its current product. Towards this direction, the present paper focuses on poetry, lyrics, and song as viable alternatives that can help reformulate the country’s projected identity and image. Representative examples of Greek poetry in general and of Greek poetry set to music in particular are analyzed and examined in this vein.
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Rebranding a 「rather strange, definitely unique」 city via co-creation with its residents
與居民共同創造一個「相當奇怪，絕對獨特」的城市
作者：Ulla Hakala,Arja Lemmetyinen&Lenita Nieminen
摘要：本研究的目的是以芬蘭的波裡市為例，探討一個城市如何通過與居民的共同創造而重塑。居住在城市中的居民在共同創造中起著至關重要的作用；是他們創造了這個地方。事實上，在當代的地方品牌文獻中經常要求把居民包含在內。引用溝通協調員的話，案例城市擁有過品牌，但該品牌尚未記錄在案；它有標誌，但沒有品牌手冊。行政職能是獨立運作的，每個都實施自己的品牌版本，即該品牌已經支離破碎。因此，共同創造過程的目的是改革和重組波裡市的品牌-並非進行城市改造，而是在戰略層面上發展城市及其品牌。最近有些文章是關於使用自下而上的方法共同創造一個地方品牌，但實際上還沒有關於讓居民參與城市的品牌重塑過程的研究。總體而言，關於品牌重塑的科研論文很少。這項研究通過仔細調查和記錄5年時間內從發起到實施的協同創新的品牌重塑過程，從而擴展了這兩個領域的知識。為此，本研究應用了各種定性方法，並使用了各種數據來源，例如對100位居民進行了採訪。
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Abstract：The purpose of this study is to investigate how a city can be rebranded as a result of co-creation with its residents, using the city of Pori in Finland as a case example. Residents play a critical role in co-creation as they live the city; it is they who make the place. Indeed, the inclusion of residents is often requested in contemporary place-branding literature. Citing the communication coordinator, the case city has had a brand, but the brand has not been documented; it has had a logo but has not had a brand manual. The administrative functions have acted independently, each implementing its own version of a brand, i.e. the brand has been fragmented. Accordingly, the aim of the co-creation process was to reform and reorganize Pori’s brand - not make a city make-over but develop the city and its brand on strategic level. There are recent articles on the co-creation of a place brand from the bottom-up approach , yet practically no studies on engaging residents in a city’s rebranding process. Overall, scientific articles on rebranding are scarce. This study expands knowledge in both areas by carefully investigating and documenting the co-creative rebranding process from initiation to implementation over a 5-year timeline. For this, various qualitative methods were applied, and various sources of data used, e.g., 100 residents interviewed.
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EU branding: Efforts to improve the EU image
歐盟品牌：努力改善歐盟形象
作者：Ioulia Elmatzoglou
摘要：本文旨在研究國家品牌可以在多大程度上適用於歐盟（EU）關於提升其形象和聲譽所做的努力，尤其是在如經濟和移民危機、英國退歐等危機到來之後。本文探討了歐盟以往和當前為更好地進行自我溝通所做的努力，展示了歐盟的溝通是如何從針對政治化問題（如歐盟公民身份，「歐盟公共領域」和「共同歸屬感」）的溝通活動轉向更務實的「品牌」戰略。歐盟的獨特性也在國家和歐盟品牌之間的比較分析中得到考慮，顯示出歐盟在品牌問題上的相似性、特殊性或局限性。重點還放在2019年5月的歐洲議會選舉活動上，新的歐盟品牌戰略得到了更系統的應用。
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Abstract：The aim of this paper is to examine to what extent nation branding can be applied to the European Union (EU) concerning EU efforts to enhance its image and reputation, particularly after the arrival of several crises such as the economic and migration crisis, Brexit, etc. Exploring previous but also current attempts of the EU to better communicate itself, the paper shows how EU communication shifted from communication campaigns focused on politicized issues such as EU citizenship, 「EU public sphere」 and a 「common sense of belonging」 to a more pragmatic 「branding」 strategy. The sui generis nature of the EU is also taken into consideration in a comparative analysis between nation and EU branding displaying similarities, particularities or constraints the EU presents regarding branding issues. Emphasis is also put on the May 2019 European Parliament election campaign where the new EU branding strategy was applied more systematically.
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Spatial strategies as a place branding tool in the region of Ruhr
空間策略作為魯爾地區的地方品牌工具
作者：Evangelos Asprogerakas&Kiki Mountanea
摘要：一個地方強大的、可識別的並因此具有吸引力的身份的塑造與戰略和物質層面上有效規劃的過程緊密相關。遺產是一種常見的品牌工具，依賴於對與過去相關的城市形式的開發和展示。本研究旨在通過魯爾地區的案例研究，將空間策略與地方品牌聯繫起來。由於採礦和鋼鐵工業的集中，魯爾山谷長期以來一直與歐洲的工業歷史聯繫在一起。今天，該地區正在進行結構調整。這項工作將側重於實施的策略和行動，並著重於1990年代開發的Emscher Landshaftspark的發展。目的是通過確定網絡旗艦項目中的類型特徵，研究通過站點的改造逐步創建新身份的過程。一個關鍵問題是，個人幹預措施是否可以與制定獨特模型的空間規劃的方向和實踐結合起來，構成一項全面的品牌戰略。主要敘事作為治理過程框架的作用將被探索。
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Abstract：The shaping of a strong, recognizable and thus attractive identity of a place is closely linked to the process of effective planning, both on strategic and physical level. Heritage is a common branding tool that relied on the exploitation and presentation of, among others, urban forms related to the past. This research seeks to connect spatial strategies and place branding through the case study of the Region of Ruhr. The Ruhr Valley has long been linked to the industrial history of Europe due to the concentration of mining and steel industry. Today the region is undergoing a restructuring process. This work will focus on the strategies and actions implemented with an emphasis on the development of the Emscher Landshaftspark developed in the 1990s. The aim is to examine the gradual creation of a new identity through the sites』 transformation by identifying typological characteristics among the network’s flagship projects. Α key question is whether individual interventions compose a comprehensive branding strategy in conjunction with directions and practices of spatial planning formulating a distinctive model. The function of the main narrative as a framework of governance processes is going to be explored.
責編：周夢琦