Abstract This article focuses on the growing practice of “branding” new middle-class dwelling complexes within urban renewal projects in the Netherlands. Branding in urban renewal entails the use of a specific set of core values to guide the design and marketing of dwellings to make living in deprived areas more attractive to targeted households. Often, branding also includes “lifestyle profiling”: research into a targeted consumer group’s lifestyle and its residential preferences. In two Dutch case studies, we examine the extent to which this type of branding helps eventual buyers in social mix urban renewal to anticipate and develop a sense of home in their residential complexes and wider neighborhoods. We found that branding-inspired planning decisions to enhance the future residents’ sense of home are mostly recognized and appreciated by eventual buyers. However, they are often limited in their capacity to feel at home in the wider neighborhood, which sometimes negatively affects overall housing satisfaction.

中文翻译：

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通过品牌规划“家”

摘要 本文重点介绍荷兰城市更新项目中“品牌化”新中产阶级住宅综合体的日益增长的实践。城市更新中的品牌建设需要使用一组特定的核心价值观来指导住宅的设计和营销，从而使贫困地区的生活对目标家庭更具吸引力。通常，品牌塑造还包括“生活方式分析”：研究目标消费者群体的生活方式及其居住偏好。在两个荷兰案例研究中，我们研究了这种类型的品牌塑造在多大程度上帮助社会组合城市更新中的最终买家在他们的住宅区和更广泛的社区中预测和发展一种家的感觉。我们发现，以品牌为灵感的规划决策，以增强未来居民的居家感，大多得到最终买家的认可和赞赏。然而，他们在更广泛的社区中感到宾至如归的能力往往有限，这有时会对整体住房满意度产生负面影响。