Branding spaces of contested place identity: Sweden´s vulnerable areas

Research aimThis paper examines place brand communication in marginalised urban areascharacterised 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 securitydevelopment, rather than on branding and attractiveness. The aim of this research is to explore the roleof place branding efforts in addressing the social, spatial, economic, political and cultural challengesfaced by marginalised areas. Specifically, it examines Swedish suburban areas that have beenidentified by the police as vulnerable, meaning that they are characterised by, among other things, highcrime rates, a culture of silence, open drug markets and negative media portrayals (Gerell et al., 2022).Theoretical FrameworkA 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 ruraland post-industrial contexts to include urban peripheries experiencing social, economic and symbolicmarginalisation.Research ApproachThe research focuses on a Swedish suburban municipality containing severalofficially 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 qualitativeresearch 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 andcommunity actors, and narrative analysis of national news media.Key FindingsFindings underline that efforts to create a cohesive place brand are often underminedby spatial and social divisions within the community. Residents tend to identify more with theirspecific 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, diversityand intercultural strength - but is met with mixed reactions. Some see it as empowering, others asreinforcing negative stereotypes or alienating less diverse areas. The continuing media focus on crimeand vulnerability further complicates branding efforts.Conclusion This paper contributes to the literature on branding in and of marginalised places byshowing how place branding interacts with uneven development, inequalities and contested localidentities that fail to resonate across diverse communities. It emphasises the spatial-geographicaldimension of place brand communication, illustrating how physical segregation, mobility barriers andsymbolic segregation inhibit the formation of a shared place identity.Practical ImplicationsPlace branding strategies based on notions of consistency may be particularlyineffective in environments where residents identify more with local neighbourhoods than with themunicipality. Rather than imposing a singular identity, municipalities should foster multiple identities and support grassroots narratives that reflect lived realities. Such locally grounded stories maycounteract negative stereotypes and contribute to the attractiveness of places.