From participation to transformation: the multiple roles of residents in the place brand creation process

Residents, referred to in the place branding literature as 'primary place makers' or 'the bread and butter of place', represent an influential group of internal stakeholders who, over time, have become more involved in creating value for places. This chapter offers a critical overview of the state of research on residents' contribution to the co-creation process of place brands and their active roles in creating and disseminating authentic place experiences. The main theme highlights the shift in power dynamics associated with residents' involvement in place brand co-creation. More specifically, the focus is on the residents' key roles in the process, the communication and developmental nature of co-creation, and their contribution to 'value' co-creation in place branding, including the notions of residents as brand ambassadors, storytelling, and place brand co-destruction. Taken together, the discussion highlights key components underlying the co-creation process to build, manage, and implement an inclusive and unique place brand.