Redeveloping former industrial sites, called brownfields, should be motivated more and more by policy pushes and opportunity pulls. Using place branding, a strategic approach to generate attraction towards a place, is an example of an opportunity pull to fully use the potential of the site. However, most stakeholders of a brownfield redevelopment do not know how to use and implement place branding.
Problem definition
How does a stakeholders’ organization of a brownfield redevelopment project achieve the place branding approach that is best suited to deal with the criteria that are not present sufficiently within the stakeholders’organization but are required to brand a unique and specific brownfield successfully?
Elaboration
From the problem definition a model is created that, by means of a list of pairwise comparisons and a questionnaire regarding the criteria required to brand successfully, achieves the best suited place branding approach for a specific and unique brownfield redevelopment project. Not only does the model create awareness for the required criteria but also measures their presence within the stakeholders’ organization. The model can even be employed in a wide range of (re)development projects since it also generates awareness for the criteria required to cooperate and design sustainably.