Communication and Branding in Cultural and Creative Districts: a Methodology for Detecting Common Problems to be Tackled Through Branding

Abstract

This research has as its object of study the management of the brand image of cultural and creative districts. Its main objective is to identify which are the most common problems when implementing branding strategies in these urban environments. Therefore, the key methodology used is that of in-depth or open interviews.

Different methodological strategies implemented to achieve the described objective are presented. Also, the question scheme developed by Charmaz and Belgrave (2014) for in-depth interviews within Grounded Theory (Glaser and Strauss, 1967) is analysed in depth. As a result, three types of questions are established: initial, intermediate and final questions. Likewise, different methodological decisions taken for the development of the aforementioned interviews are detailed related to the place to conduct them, their style (informal, conversational, etc.) and their registration methodology.

By applying the methodology described in three cases of study (the Digbeth, in Birmingham; the St. George's Quarter, in Leicester and the Ouseburn Valley, in Newcastle Upon Tyne; United Kingdom) and through an exhaustive literature review, the most common problems when managing the brand image of cultural and creative districts are identified. These are related to gentrification and the life cycles of cultural and creative spaces, the lack of citizen participation and social cohesion and globalization and the loss of authenticity of these districts. All this needs to be taken into account when managing their brand image.