Connecting place branding to social and governance constructs in Johannesburg, South Africa

Employing Johannesburg as a case, this paper explores the intersections of place branding with pervasive, often taken-for-granted phenomena, including culture, democracy, urban governance, gender and public diplomacy. The paper argues that these intersections are seldom the subject of place branding scholarship, even in the global North, where the discipline receives considerable inquiry. The paper undertakes a multidisciplinary review of the literature to situate place branding and its relation to culture, democracy, urban governance and public diplomacy. Delving deeper into the literature surrounding place branding and its relation to culture, democracy, urban governance and public diplomacy reveals the need for a more comprehensive and nuanced approach to understanding the impact of place branding. By situating place branding within these broader contexts, the paper opens new avenues for inquiry and challenges the predominant lenses through which place branding has been traditionally studied. Through delving deeper into place branding scholarship, the paper introduces a new term, “mentrification”, to enhance descriptions of placeholder disengagement and to add to the emerging lexicon of place branding. Ultimately, this paper serves as a valuable contribution by offering a new outlook on the complexities of place branding, moving beyond traditional efficacy measurements and definitional issues to delve into the deeper layers of its impact on society.