The political nature of brand governance: a discourse analysis approach to a regional brand building process

The present paper takes the empirical phenomenon of place branding as an appropriate point of view to understand the communicative process of brand governance in the realm of the public.

The paper explores the modalities through which a brand governance emerges as a negotiated and contested mechanism reproduced through language. By drawing on the analytical approach of interpretative repertoires, the analysis demonstrates that a process of governance can be seen as a ‘text’ in a constant state of negotiation in which the level of involvement in the brand building process can be discursively contested, with language illustrating the ways in which different actors express their positionalities (hegemonic or subalternate). The analysis suggests that this can be seen as a power political process in which politics of space and time are expressed linguistically by the different actors involved in brand governance.