The exploratory study of the relationship between social problems and place brand perceptions

Place branding research has started to highlight the importance of marketing, more specifically branding, within experience based markets. This paper brings the focus of place branding to one specific type of location –... [ view full abstract ]

Place branding research has started to highlight the importance of marketing, more specifically branding, within experience based markets. This paper brings the focus of place branding to one specific type of location – those affected by prominent social problems. The research was broken down into two studies. The focus of the study looked at the case of Nimbin, a small town in northern New South Wales, Australia, that for the past three decades has been impacted by the associations to the town’s drug culture. The first, a content analysis looking at the perceptions proliferated by the media and the second, focus groups of non-resident stakeholders using projective techniques to explore their perceptions of the town. The study highlighted the myriad of experiences and information that influences perceptions of a place which in turn highlights the need to develop a branding strategy that encompasses the present and the future offerings of the place as well as including the perceptions of the supply and demand side of the place and social problem.