ABSTRACT
The present chapter is concerned with the challenges involved in communicating place-specific stories that resonate with the identity of the place. Drawing on the participatory, relationship-based turn in branding and place branding literature, the chapter discusses issues of brand conformity, but also ways to accomplish culturally-situated, consumer-engaging place brands, in general and specifically in a food tourism context. Through an analysis of the online food-related profiling of Danish coastal destinations, food narratives characterized mainly by product typicality and historical references are identified. It is argued that these destinations conjure up quite generic food place brands thereby giving little substance to local food and resulting in indistinct place brands. The chapter concludes with a discussion of alternative promotional efforts aiming at a broader approach to local cultural capital and consumer co-creation.
