Storytelling as a Tool of the Place Identity Formation
Storytelling as a Tool of the Place Identity Formation

Summary/Abstract: This is an exploratory conceptual study whose purpose has been to conceptualize and analyze the potential for the implementation of the concept of a brand core story for place branding. Due to the conceptual nature of the paper the exploratory and deductive approach has been adopted as a research method. The research and the paper havebeen structured around the concept of a place identity that has been recognized as a key component of the place brand. Then the concept of the interactive place identity has been confronted with the concept of a brand core story. The research findings show that a brand core story may be better suited as a tool for building and sustaining the strong brand of the place than traditional approach. As this is a theoretical study it needs an empirical underpinning. This should examine the suitability of the concept for particular types of placesand the role which opportunism of the decision stakeholders (i.e. authorities and branding professionals) may play in the process of its implementation.

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