Correspondence: Lia Ghilardi, Noema Research and Planning, 29 Arlingford Road, London SW2 2SR, UK. Tel: +44 2083556630; E-mail: lia.ghilardi@btinternet.com Website: www.noema.org.uk

¹is Professor of Cultural Policy and Planning at Leeds Metropolitan University. From 1992 to 2007, he was Reader in Cultural Planning and Policy and Course Leader for the MA in European Cultural Planning at De Montfort University in Leicester. His publications include Cultural Policy and Urban Regeneration: The West European Experience (with M. Parkinson, Manchester University Press, 1993), The Creative City (with C. Landry, Demos, 1995), Culture and Neighbourhoods: A Comparative Report (with L. Ghilardi, Council of Europe Press, 1997), Planning for the Intercultural City (with J. Bloomfield, Comedia, 2004) and Urban Mindscapes of Europe (co-edited by Godela Weiss-Sussex with Franco Bianchini, Amsterdam, Rodopi, 2006).

²is Director of Noema Research and Planning Ltd., an international consultancy specialising in cultural planning and place mapping. Following a career in urban sociology research and teaching, over the past 15 years she has gained an international reputation through her work as facilitator and catalyst for high-profile urban regeneration strategies based on local distinctiveness and community participation. In the UK, she regularly works with Regional Development Agencies, civic leaders and the Arts Council. She also acts as advisor to the European Commission, The Council of Europe and EU networks on issues of culture and regeneration, identity and diversity.

Received 20 September 2007; Revised 20 September 2007.

Abstract

This paper explains the bases for an alternative approach to place branding and marketing, based on the disciplines of Cultural Mapping and Cultural Planning. After an introduction of key cultural mapping and planning concepts and issues, the paper discusses some innovative practical examples of culturally sensitive place branding and marketing from Sweden and the UK, and concludes by outlining some components of a possible future agenda for action.