Critical review on the role of place branding in reinforcing the identity of a historical city; with special reference to Galle fort

Abstract

Place branding is a significant area of interest in developing countries which creates competitive advantages to places. There are many places which have potentials and resources that could be enhanced by collaborative approach of various fields including urban design, architecture, planning, marketing, policy making etc. Architectural contribution on place branding process does not limit to buildings or physical aspects but it is a comprehensive involvement regarding physical, social and economic well-being of a place and its people. Places are where different kinds of environments people live, including streets and squares. Space become a place when life occurs within it. Place brand is derived from existing assets of the place such as its value offering or public perception to it. Otherwise, it is derived from created assets, such as events, policies, abstract concepts, and so on. Branding is not simply the communication of strategy, a tagline, visual identity, logo or an advertising campaign. It is a strategic process for developing a long-term vision for the place, enabling a place to build on its existing strengths, make sense out of its present identity and build a future identity and image. Identity of a place is an orchestration of three elements; concept of place, the activity and physical characters and psychology. This study was conducted in a historically significant setting which is also declared as a world heritage. The objective of this study is to identify the potentials of place identity and social attributes that can be use as indicators for forthcoming redevelopments under place branding in a historical setting. A qualitative study was carried through single case approach. The selected Dutch city of Galle fort is celebrated for years on its historical value, significant architecture and living attributes of a multi-ethnic and multi-religious community. Yet, the study carried out has revealed major changes occurred in the place due to tourism and commercial related implementations both physically and socially. A monotonous experience is emerging in the functions, spatial patterns and visual images. Nevertheless, through the analysis undertaken place branding is identified as a constructive tool for revitalizing a traditional context in urban scale through meaningful participation. This paper proposes suggestions to preserve place identity and to use it as an implement to develop a place brand which encourages the attraction that will bring greater economic and tourism rewards to a place without compromising its honesty.