Branded: The Economic Geographies of Streets Named in Honor of Reverend Dr. Martin Luther King,Jr.*

Objectives. We investigate the economic geographies of streets named for Reverend Dr. Martin Luther King, Jr. (MLK Streets), which are an increasingly common means by which various community members across the United States are attempting to commemorate the slain civil rights leader. It is our intent to characterize these negatively “branded” spaces in order to challenge some of the common perceptions about them and inform current and future MLK Street naming debates. Methods. We statistically analyze nonresidential establishments located on streets named for King in terms of scale (as measured by annual sales and employment) and industrial classification. To our knowledge, this is the first such analysis conducted at the national level. Results. Establishments located on MLK Streets do not systematically exhibit economic marginality. Establishments located on these streets do systematically exhibit unique local functions and industrial composition. Conclusion. In the absence of empirically‐driven research, the negative stereotypes that surround MLK Streets have gone unchallenged and are proliferating. The research reported here calls into question a number of these stereotypes and should inform the public, city councils, and other local policymakers, who are increasingly being faced with contentious MLK Street naming debates.