Community Branding Framework for Malaysia’s UNESCO Biosphere Reserves

Abstract

This study proposes a community branding framework for Malaysia’s UNESCO biosphere reserves. The proposal is motivated by the limited implementation of structured branding strategies across existing reserves. It theorises a community branding framework aimed at strengthening local identity, fostering conservation stewardship, and promoting sustainable livelihoods. The framework was developed through a structured review of recent literature on biosphere reserves, branding, and community-based economic development, synthesising key concepts and themes. Central to the proposed model are stakeholder perceptions, core values, and brand identity elements aligned with the principles of UNESCO’s Man and Biosphere (MAB). The human–biosphere connection is introduced as a pivotal variable in shaping community branding, contributing to theoretical advancement in place and community branding in the context of biosphere reserves. The model is expected to empower local communities as active co-creators, enhance socioeconomic resilience, and reinforce conservation efforts. Embedding a coherent branding framework within biosphere reserve management will support the dual goals of ecological preservation and inclusive economic development, thus supporting Goals 1 and 4 of the National Policy on Biological Diversity 2022-2023, which emphasises stakeholder empowerment in biodiversity conservation and equitable access to resources.