Place Branding: From "Region" to "Place" Branding Published

Place Branding: From "Region" to "Place" Branding (Publisher: Yuhikaku; Edited by: Dentsu Inc. abic project; Authors: Hiroyasu Wakabayashi/Dentsu Inc., Mitsue Tokuyama/Kansai University, Masanobu Nagao/Niigata University) was published on April 28.

Trim size: B6, softcover, 316 pages, ¥2,200 + tax, ISBN 978-4-641-16508-3

In recent years, projects for regional revitalization and local revitalization have been actively promoted within Japan. However, these projects often remain isolated initiatives tied to fixed units like "regions" or "localities," making it difficult to achieve sustainable and cohesive branding.

To address this challenge, a new methodology emerged: "Place Branding." This approach fuses "Place Theory" from geography (*) with "Branding Theory." Rather than branding "regions" defined by administrative divisions like prefectures or cities, it focuses on branding "places" with narratives—such as the Seto Inland Sea or the Southern Alps—through collaborative branding efforts involving multiple organizations and people.

※Place theory emerged in the 1970s within humanistic geography, which advocates for a human-centered approach to geography. In contemporary human geography, it is defined as "a partial space segmented from the surrounding environment through specific human interactions, carrying special meaning for individuals or specific human groups."
(Source: 'Dictionary of Human Geography' 2013, edited by the Japanese Association of Human Geography / 'Place Branding' 2018, Yuhikaku)

 

This book is an academic practical guide that systematically compiles place branding. It is structured in three parts. Part 1 details the authors' background leading to the proposal of the place branding theory, its research history, and their conceptual framework. Part 2 introduces successful case studies such as Portland and Setouchi in detail, unraveling their systems, processes, and secrets to success. Part 3 explains specific workflows and directional methods. It provides a comprehensive understanding of place branding theory, case studies, and practical implementation.

This is a must-read for anyone serious about succeeding in regional revitalization or for stakeholders struggling with stalled regional revitalization projects. For more details on Place Branding, visit http://www.dentsu.co.jp/abic/をご参照いただきたい.