Building Place Identity through Heritage
Journal Title: Postmodern Openings - Year 2015, Vol 6, Issue 2
Abstract
In an increasingly globalized world, the fading specificity is producing homogeneous images that make cities more and more difficult to tell apart. The market economy tends to commodify each and every aspect of urban life, even those belonging to the cultural realm. As a consequence, a need for differentiators arises, which can be best embodied by the local heritage. The present paper is trying to establish a link between the concept of Place Identity, seen from a marketing point of view, and Heritage, as a key factor to build or emphasize a ‘point of difference’ for ‘a unique selling proposition’. Although ‘brands’ are commonly associated with globalization and its supposed tendency to erase defining characteristics, their marketing principles could prove to be the very solution to regaining the lost specificity, since they help embed local heritage, already an asset, into the ‘mix’ that determines ‘place identity’. Building and promoting an identity is also the endeavor of branding, hence the overlapping of these two concepts. It is therefore useful to examine the evolution of brands from simple marks of identity to entities which develop complex relations with the users. The need for a ‘a unique selling proposition’ that brands have already acknowledged should be considered when building the place identity so much needed by cities in their fierceful competition for attracting activities. Branding through heritage could prove to be a safe bet to reinforce the particular in the globalised market, if correctly managed and planned. Promoting the city and salvaging one of its key differentiators at the same time is, for sure, a win-win situation.
Authors and Affiliations
Alexandra PĂCESCU, Vlad THIERY
Keywords
Related Articles
- EP ID EP101179
- DOI 10.18662/po/2015.0602.07
- Views 186
- Downloads 0
Ongoing Threats to Emerging Financial Entities
In the twenty-first century the pace of technological advancement shows no signs of stopping. Old technologies are being discarded as obsolete or are transformed in ways that nobody could have foreseen even a half-decad...
The Promise and Pitfalls of Algorithmic Governance for Developing Societies
Many democracies in an early stage of development, such as Nigeria, experience a period of endemic corruption and difficulty providing needed public services. The careful use of algorithms may be of use in helping new de...
The Self-Reflexivity of Social Action
The most puzzling and striking feature of Social Theory lies in the impossibility to control its leaning toward self-fulfilling statements. In Sociology, the epistemic explanation become part of explained world and the T...
The Relations of Women Employees’ Career Barriers and Organization Culture: A Research in Konya
Today, the number of literate and educated women is increasing, and in parallel with this the number of women employees is growing too. Despite this rise, women are facing a number of career barriers in their business li...
Post-Structuralism and Politics: towards Postmodern Balkan Studies
Although post-structuralism, on the first sight, lacks political dimension, its application to social problems expose the potential of political engagement. First, it comes from interviving linguistics and humanities, th...