Ola Thufvesson

Research aim
This paper examines place brand communication in marginalised urban areas
characterised by low levels of attractiveness to residents, visitors and investment. Most previous research on marginalised places has focused on issues such as crime prevention and security
development, rather than on branding and attractiveness. The aim of this research is to explore the role
of place branding efforts in addressing the social, spatial, economic, political and cultural challenges
faced by marginalised areas. Specifically, it examines Swedish suburban areas that have been
identified by the police as vulnerable, meaning that they are characterised by, among other things, high
crime rates, a culture of silence, open drug markets and negative media portrayals (Gerell et al., 2022).
Theoretical Framework
A spatial-geographic perspective on place brand communication (see e.g.
Aharon & Alfasi, 2022; Lucarelli & Cassel, 2020; Pike, 2009) is adopted, drawing on recent work in human geography on 'left behind places' and 'places that do not matter' (Gyimóthy, 2019; Pike et al.,
2023; Tups et al., 2024; Millington et al., 2024). These concepts are extended from their original rural
and post-industrial contexts to include urban peripheries experiencing social, economic and symbolic
marginalisation.
Research Approach
The research focuses on a Swedish suburban municipality containing several
officially classified vulnerable areas (here called MUX). Lacking a central hub or unified identity, MUX exemplifies the complexities of branding segregated places. The study uses a qualitative
research design, drawing on empirical material collected in 2023 through mobile research methods
(O'Neill & Roberts, 2019), including walkabouts, ten in-depth interviews with municipal officials and
community actors, and narrative analysis of national news media.
Key Findings
Findings underline that efforts to create a cohesive place brand are often undermined
by spatial and social divisions within the community. Residents tend to identify more with their
specific neighbourhoods or other vulnerable areas than with MUX. The municipality's brand narrative,
which refers to the perceived 'un-Swedishness' of the areas, is intended to highlight creativity, diversity
and intercultural strength - but is met with mixed reactions. Some see it as empowering, others as
reinforcing negative stereotypes or alienating less diverse areas. The continuing media focus on crime
and vulnerability further complicates branding efforts.
Conclusion
This paper contributes to the literature on branding in and of marginalised places by
showing how place branding interacts with uneven development, inequalities and contested local
identities that fail to resonate across diverse communities. It emphasises the spatial-geographical
dimension of place brand communication, illustrating how physical segregation, mobility barriers and
symbolic segregation inhibit the formation of a shared place identity.
Practical Implications
Place branding strategies based on notions of consistency may be particularly
ineffective in environments where residents identify more with local neighbourhoods than with the
municipality. Rather than imposing a singular identity, municipalities should foster multiple identities and support grassroots narratives that reflect lived realities. Such locally grounded stories may
counteract negative stereotypes and contribute to the attractiveness of places.