While competing for tourists, business and foreign talent has been the focal point of place branding strategies for the past decades, in many cases it also produced negative externalities for the place residents. As more examples of the adverse effects of the marketization of places come to light, a stronger consideration for the results that branding brings to citizens becomes necessary in scholarly and practical thinking about places. The current paper presents a proposal of the paradigm shift in the place branding discourse, by adopting the public value (PV) approach. It calls for the replacement of competition-oriented and demand-driven perspective on place brand building with activities centred around creating value for the place residents. As a concept embedded in public policy and management literature and one that emerged from the critique of New Public Management approach, PV is here discussed in the context of the evolution of public administration models. The relevance of PV to place branding is then explained with reference to the collective, relational and experiential nature of a place brand. The authors posit that place branding can become an enabler of public value creation in a threefold manner: as a means of PV expression, as the enhancer of social relationships, and as a moderator of social behaviour.

中文翻译：

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公共价值驱动的地方品牌。前进的道路？

过去几十年来，争夺游客、商业和外国人才一直是地方品牌战略的重点，但在许多情况下，它也给地方居民带来了负面的外部性。随着越来越多的地方市场化的不利影响的例子被曝光，在学术和实践思考地方时，有必要更深入地考虑品牌给公民带来的结果。当前的论文提出了通过采用公共价值 (PV) 方法的地方品牌话语范式转变的建议。它要求将竞争导向和需求驱动的场所品牌建设转变为围绕为场所居民创造价值的活动。作为嵌入在公共政策和管理文献中的一个概念，也是从对新公共管理方法的批判中出现的一个概念，这里讨论的是公共管理模型演变的背景下的 PV。然后参考地方品牌的集体、关系和体验性质来解释 PV 与地方品牌的相关性。作者认为，地方品牌可以通过三种方式成为公共价值创造的推动者：作为 PV 表达的手段、作为社会关系的促进者和作为社会行为的调节者。