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 (e.g. Giovanardi et al. in: Kavaratzis et al. (eds) Inclusive place branding. Critical perspectives on theory and practice, Routledge, London, 2017). 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 (e.g., Casais and Monteiro in Place Brand Public Dipl 15:229–237, 2019; Hudson et al. in J Vacat Mark 23:365–377, 2017), 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.

中文翻译：

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通过与居民共同创造，重塑一座“相当奇怪，绝对独特”的城市

本研究的目的是以芬兰波里市为例，研究如何通过与居民共同创造来重塑城市品牌。居住在城市中的居民在共同创造中发挥着关键作用；是他们创造了这个地方。事实上，当代地方品牌文献中经常要求将居民纳入其中（例如 Giovanardi 等人在：Kavaratzis 等人（编辑）包容性地方品牌化。理论和实践的批判性观点，Routledge，伦敦，2017 年）。援引传播协调员的话说，案例城市有一个品牌，但该品牌没有被记录；它有一个标志，但没有品牌手册。行政职能独立运作，每个都实施自己的品牌版本，即品牌已被分割。因此，共创过程的目的是改革和重组波里的品牌——不是改造城市，而是在战略层面发展城市及其品牌。最近有一些关于从自下而上的方法共同创建地方品牌的文章（例如，Casais 和 Monteiro in Place Brand Public Dipl 15:229–237, 2019；Hudson 等人在 J Vacat Mark 23:365– 377, 2017)，但实际上没有关于让居民参与城市品牌重塑过程的研究。总的来说，关于品牌重塑的科学文章很少。本研究通过仔细调查和记录在 5 年时间内从启动到实施的共同创造品牌重塑过程，扩展了这两个领域的知识。为此，应用了各种定性方法，并使用了各种数据来源，例如采访了 100 名居民。