The geographies of brands and branding research theme has sought to counter overstated claims of their 'global' homogeneity, ubiquity and contribution to 'flattening' spatial differences.
The research has established the conceptual and theoretical basis for interpreting brands and branding geographies in their inescapable geographical associations, geographically differentiated manifestation and circulation, and their connection to spatially uneven development.
Emergent studies are, first, exploring the ways in which goods and services brands with strong geographical associations can provide assets capable of anchoring economic activities in place and promoting development regionally and locally.
Second, research is examining the role of place branding in urban development. Sponsors of this work include the British Academy and ESRC.