Abstract
In the wake of societal crises such as the COVID-19 pandemic and the challenges posed by climate change, sustainability and resilience have emerged as critical priorities for local communities and municipalities. This study explores how the development of a place brand identity, through collaborative and inclusive practices, can serve as a strategic tool to enhance both sustainability and resilience at the local level.
The paper defines these concepts in the municipal context and introduces place branding theory, keeping a focus on the role of participatory practices and the role of civil society. Practical insights are presented too and they are validated through a case study conducted in a municipality in South Tyrol, Italy. In this case, local institutions and the community co-developed a vision rooted in their shared place brand identity. The findings highlight the pivotal role of public-civil society coalitions in creating a collective vision that fosters community belonging and ensures holistic and authentic development.
This research underscores the synergies between sustainability and resilience, showing how a place brand identity can align diverse stakeholder interests, enhance public value, and contribute to a municipality’s distinctiveness and competitiveness. The study also integrates the UN Sustainable Development Goals, demonstrating their relevance for municipalities. By linking theory and practice, this paper provides actionable insights for local governments aiming to navigate the complexities of sustainable and resilient development.