E-Thesis 9 views
Swansea’s place brands: An “ugly lovely” story / ALFRED ENTWISTLE
Swansea University Author: ALFRED ENTWISTLE
Abstract
This research investigates the complex landscape of place branding in Swansea. Drawing on critical place branding literature, it explores how Swansea uses both ‘ugly’ and ‘lovely’ brands to market itself to different groups. Guided by stakeholder theory, the study uses a qualitative case study design...
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Swansea University
2026
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| Institution: | Swansea University |
| Degree level: | Master of Research |
| Degree name: | MSc by Research |
| Supervisor: | Garrod, B., and Lowe, T. |
| URI: | https://cronfa.swan.ac.uk/Record/cronfa71312 |
| Abstract: |
This research investigates the complex landscape of place branding in Swansea. Drawing on critical place branding literature, it explores how Swansea uses both ‘ugly’ and ‘lovely’ brands to market itself to different groups. Guided by stakeholder theory, the study uses a qualitative case study design and reflexive thematic analysis. Twelve semi-structured interviews and one focus group discussion were conducted with key stakeholders across Swansea’s branding Landscape. Three dominant place brands were identified in Swansea: tourism-oriented “Swansea Bay,” investment-focused “Invest in Swansea,” and funding bids such as “Swansea City of Culture.” The findings align these three brands with established critiques in the literature: branding for tourists is linked with causing overtourism, branding for investment is suggested to be exclusive and secretive, and place branding for public funding struggles to produce long-term change. The interviews and branding documents suggest that Swansea continues to struggle with an equivocal ‘ugly lovely’ identity, as Dylan Thomas once described. The discussion section explores possible interpretations of Swansea’s ‘ugly lovely’ place branding story. The study concludes with several recommendations for practice and theory. There is no single solution to Swansea’s branding struggles; each perspective offers distinct advantages and disadvantages. Instead, the study recommends that Swansea’s city managers should reflect on each of the different solutions and draw selectively on the prescriptions associated with them. The study also points to three gaps in the current place branding literature: branding for inward investment, for public funding and ‘ugly’ place brands. It recommends these gaps are important avenues for future research in the place branding field. |
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| Keywords: |
City branding, Destination Marketing, Inward investment, Brand Fragmentation, Qualitative |
| College: |
Faculty of Humanities and Social Sciences |