Sunday, August 26th, 2007
Identity and the Branded Community
Branded communities are an emerging phenomenon. Certainly, the term “branded community” is increasing in popularity. Yet—and this should not come as a surprise—brand has always been an important factor in regard to communities, and not only new communities. In this context, brand is a platform for creating and communicating a sense of place; it is the stated or perceived identity of a community. Branded communities, in their attempt to formalize sense of place, are not only the latest chapter in the ongoing narrative of the ideal or utopian city; they are also the outcome of a changing relationship between identity and community.