However, branding as it is used in many cases today is also a way to “bracket” and “essentialize” a location, place or even populations. Thus, it is imperative that the entire process is not top-down but is developed as participatory and bottom up. However, the way branding can work in these matters is to build a platform where different stakeholders can have a say and partake. I am a bit skeptical to equate place branding with peacebuilding or conflict resolution. Thanks to strengthening and promoting local identity and loyalty to a given place. I also think that place branding can be considered a useful conflict prevention tool. What is more, one of the best campaigns for me was created in this spirit – The Kosovo Nation Branding Campaign Ad. However, it seems to me, that the place branding process will be useful when creating and promoting (manifesting) a new identity, for example for a country after conflict. I am not convinced that it would be useful. I have not encountered the use of place branding for this purpose. Place brands can help visitors to identify with a place and its communities, leading to stronger tourism and a boost to economic development in the region.Finding common ground among the diverse participating groups is the most important step in the branding process.Place branding can provide a sense of unity among a reconciled group, and can assist in collective image building, giving all parties a representation and voice.
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Trust is vital to bring out the best from all the groups.A bottom-up approach works best since it involves everybody, from grassroots community groups to higher levels of decision-making.It is imperative to involve all the stakeholders in the decision-making process of brand building.The objective should be about overcoming negative press and burying differences, to focus on the present and work towards a common goal to reap benefits in the future – both economic and for harmonious living.Place branding helps in providing a fresh impetus post-conflict through focused storytelling, by highlighting the positives of a place.
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Below the answers of our panel of place branding specialists (in alphabetical order – highlighted respondents are available for consulting, research or as speakers ). Those are timely questions in a world with multi-cultural communities and a growing population – prone to experiencing more and more tension and dispute over limited space and resources. Place branding as a tool for conflict resolution and peacebuilding: how can place branding methodologies help ease internal tensions in fragmented societies, or societies that are recovering from conflict? Can place branding be used in that way and if so, how?