Of time and the city: curating urban fragments for the purposes of place marketing

Abstract

Purpose This paper aims to analyse the place marketing potential of historic urban “fragments”, with particular reference to old corporate identity symbols still extant in urban space. Design/methodology/approach Following a discussion of theoretical context, specifically incorporating spatial semiotics and psychogeography, the paper constitutes an interpretive account of a “tour” around the city of Manchester, UK, apprehending and discussing various historic corporate identity fragments still visible in the city. Findings Historic corporate identity fragments are identified and outlined, and issues arising from their continued existence, in terms of, for example, what constitutes heritage, and how this heritage can be used for the creation of urban distinctiveness (or genius loci) for the purposes of place marketing/branding are discussed. Originality/value The potential of heritage to be incorporated into the “representation work” of those responsible for urban management/marketing is highlighted, along with the need for such heritage fragments to be “curated”, if their full potential in this regard is to be realised.

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