scholarly journals A gentler structure to life: co-creation in branding a cultural route

2021 ◽  
Author(s):  
Arja Lemmetyinen ◽  
Lenita Nieminen ◽  
Johanna Aalto
Keyword(s):  
Cultural Values ◽  
Place Branding ◽  
Brand Identity ◽  
Architectural Heritage ◽  
Cultural Sustainability ◽  
Theoretical Contribution ◽  
Individual Site ◽  
Identity Based ◽  
Place Brand

AbstractThe study explores how a cultural route supports the identity of a place. The study applies co-creative and identity-based place-branding theory and advances research on the significant role of culture when various actors identify with the brand of a place. Moreover, cultural sustainability is seen as a form of meta-narrative that frames the symbiosis of a place brand and its cultural values. Contributing to the previous research on branding a cultural route, this study discusses the value of a person (an architect) to the branding of a cultural route. The study also contributes to place-branding theory by linking the discourse on architectural heritage and branding an emerging cultural route. We used a single and critical case approach focusing on one of the sites representing a group of cities involved in the branding of the Alvar Aalto cultural route. Various qualitative research methods including interviews and publicly available material were utilized. The study presents empirical findings on branding an emergent cultural route. As a key theoretical contribution, the study shows how the culture and image of an individual site are expressed in the cohesive brand identity of that cultural route. Communication and co-creation are revealed to be prerequisites of efficient collaboration.

What’s love got to do with it? Place brand love and viral videos

2019 ◽  
Vol 30 (1) ◽  
pp. 23-43 ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Place Branding ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Cultural Aspects ◽  
Place Brand

Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Drivers and inhibitors of national stakeholder engagement with place brand identity

2019 ◽  
Vol 53 (7) ◽  
pp. 1445-1465 ◽  
Author(s):  
Riza Casidy ◽  
Jessica Helmi ◽  
Kerrie Bridson
Keyword(s):  
Place Branding ◽  
Brand Identity ◽  
Marketing Theory ◽  
Public And Private ◽  
Content Type ◽  
Implementation Phase ◽  
Study Approach ◽  
Country Brand ◽  
Place Brand ◽  
Implementation Stage

Purpose This paper aims to explore the factors that drive and inhibit national stakeholder organisations’ engagement with an established an umbrella place brand identity (PBI) in the context of country branding, during the PBI implementation stage. Design/methodology/approach This study adopted a case study approach to examine Australia’s current country brand identity initiative: Australia Unlimited, as an example of PBI. Data were collected through in-depth interviews with senior executives (n = 39) representing 30 Australian national organisation stakeholders across a range of sectors (i.e. government agencies, public and private organisations and industry associations). Findings The tension between the PBI and the brand identity of the stakeholders’ own organisation was an emergent finding at the heart of potential disengagement. Moreover, stakeholders’ perception of the leadership of the organisation managing the place brand plays a key role in influencing their engagement with PBI. Research limitations/implications The findings contribute to place marketing theory by identifying drivers and inhibitors of stakeholders’ engagement that originated from the PBI itself (PBI-centred factors) and from the stakeholder organisations (stakeholder-centred factors). Practical implications The findings provide a practical framework for place brand managing organisations to foster stakeholders’ engagement during the implementation stage of a PBI initiative. Originality/value Place branding research to date has focussed primarily on resident stakeholders’ engagement in the development of PBI initiatives. This paper contributes to knowledge by proposing a framework that encompasses the drivers and inhibitors of national stakeholder organisations’ engagement with PBI during its implementation phase.

Toponyms as carriers of heritage: implications for place branding

2015 ◽  
Vol 24 (3) ◽  
pp. 263-275 ◽  
Author(s):  
Ulla Hakala ◽  
Paula Sjöblom ◽  
Satu-Paivi Kantola
Keyword(s):  
Design Methodology ◽  
Place Branding ◽  
Content Type ◽  
Name Change ◽  
Home Town ◽  
Final Sample ◽  
Place Brand ◽  
Large Survey ◽  
Practical Implications

Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how this can further be transferred to the place brand. The context is a situation in which a municipality changes its name, or is at the risk of doing so, as a result of municipal consolidation. Design/methodology/approach – The authors conducted a large survey in the south-western Finland in spring 2013. The survey questionnaire was posted to 5,020 randomly selected residents, and the final sample comprised 1,380 recipients. The authors offer a framework for operationalising place heritage, comprising four components: history, place essence, symbols and residential permanence. Findings – Most respondents attached importance to the name of their home town. The majority also felt that a name change would mean losing part of the place’s history. A strong place heritage proved to correlate positively with the importance of the municipality name. Practical implications – The developed framework for place heritage can serve as a tool for place branding studies and practical place branding. A stable name has an essential role in branding places. The authorities should understand the crucial relationship between place name, heritage and identity, and their importance to the residents. Originality/value – To the authors’ knowledge, this study is the first to report empirical research on the relation between place names and place branding from the heritage perspective.

scholarly journals Towards a theoretical framework on sensorial place brand identity

2019 ◽  
Vol 13 (3) ◽  
pp. 273-295 ◽  
Author(s):  
Clarinda Rodrigues ◽  
Heather Skinner ◽  
Charles Dennis ◽  
T.C. Melewar
Keyword(s):  
Place Branding ◽  
Holistic Approach ◽  
Place Identity ◽  
Integrative Model ◽  
Brand Identity ◽  
Content Type ◽  
Sensory Marketing ◽  
Novel Approach ◽  
Place Brand ◽  
New Framework

Purpose The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/value This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

User-generated place brand identity: harnessing the power of content on social media platforms

2019 ◽  
Vol 12 (1) ◽  
pp. 39-70 ◽  
Author(s):  
Viriya Taecharungroj
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Empirical Studies ◽  
Place Branding ◽  
Brand Identity ◽  
Street Vendors ◽  
Content Type ◽  
Interesting Study ◽  
Social Media Platforms ◽  
Place Brand

PurposeThe purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown), both of which are famous for their street vendors and nightlife. These two places are interesting study sites because of recent identity conflicts among their stakeholders. The method developed in this research can help other places to better understand place brand identities and, as such, effectively plan for and manage those places.Design/methodology/approachThe author used content analysis to study 782 user-generated images on Flickr and 9,633 user-generated textual reviews of Khaosan Road and Yaowarat from TripAdvisor and Google Maps’ Local Guide. MAXQDA was used to code all the images. User-generated textual reviews were studied using Leximancer. The author also introduced a positivity of concept analysis to identify positive and negative components of place brand identity.FindingsThe author developed a place brand identity framework that includes three pillars, namely, place physics, place practices and place personality. Content analysis of the images generated 105 codes and a count of the frequency of the codes that represent place brand identity. Content analysis of textual reviews created the concepts in the three pillars and identified the positive and negative concepts for both places. The results of both image and text analyses showed that street food vending is one of the most salient components of place brand identity for both Khaosan Road and Yaowarat.Practical implicationsThe author suggested several place branding strategies for the Bangkok Metropolitan Administration such as turning Khaosan Road into a music scene for both visitors and locals, controlling excessive and aggressive commercialism, sponsoring the production of creative and authentic content, initiating a compelling online campaign that focusses on the items sold in Yaowarat, hosting a spotlight event such as a seafood festival and improving hygiene and walkability.Originality/valueBoth the advancement of digital technologies and the complexity of stakeholders create a need for empirical studies on place branding involving the participation of the widest possible range of stakeholders and studies on the influence of social media. This research is the first to use both image and text analyses to study place brand identity from UGC. The use of both analyses allows the two methods to complement one another while mitigating the weaknesses of each.

The magic of place branding: regional brand identity in transition

2017 ◽  
Vol 10 (3) ◽  
pp. 202-212 ◽  
Author(s):  
Cecilia Cassinger ◽  
Jörgen Eksell
Keyword(s):  
Single Case ◽  
Qualitative Interviews ◽  
Place Branding ◽  
Transition Process ◽  
Brand Identity ◽  
Anthropological Perspective ◽  
Content Type ◽  
Brand Development ◽  
Place Brand ◽  
Regional Brand

Purpose The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia. Design/methodology/approach The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach. Findings Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change. Research limitations/implications The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity. Practical implications The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process. Originality/value The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.

Nimíciwinán, nipimátisiwinán – “Our food is our way of life”: On-Reserve First Nation perspectives on community food security and sovereignty through oral history in Fisher River Cree Nation, Manitoba

2019 ◽  
Vol 6 (2) ◽  
pp. 73-100 ◽  
Author(s):  
Shailesh Shukla ◽  
Jazmin Alfaro ◽  
Carol Cochrane ◽  
Cindy Garson ◽  
Gerald Mason ◽  
...  
Keyword(s):  
Food Security ◽  
Oral History ◽  
Cultural Values ◽  
Food Sovereignty ◽  
Indigenous Communities ◽  
Community Food Security ◽  
Consumption Practices ◽  
Indigenous Foods ◽  
Oral History Interviews

Food insecurity in Indigenous communities in Canada continue to gain increasing attention among scholars, community practitioners, and policy makers. Meanwhile, the role and importance of Indigenous foods, associated knowledges, and perspectives of Indigenous peoples (Council of Canadian Academies, 2014) that highlight community voices in food security still remain under-represented and under-studied in this discourse. University of Winnipeg (UW) researchers and Fisher River Cree Nation (FRCN) representatives began an action research partnership to explore Indigenous knowledges associated with food cultivation, production, and consumption practices within the community since 2012. The participatory, place-based, and collaborative case study involved 17 oral history interviews with knowledge keepers of FRCN. The goal was to understand their perspectives of and challenges to community food security, and to explore the potential role of Indigenous food knowledges in meeting community food security needs. In particular, the role of land-based Indigenous foods in meeting community food security through restoration of health, cultural values, identity, and self-determination were emphasized by the knowledge keepers—a vision that supports Indigenous food sovereignty. The restorative potential of Indigenous food sovereignty in empowering individuals and communities is well-acknowledged. It can nurture sacred relationships and actions to renew and strengthen relationships to the community’s own Indigenous land-based foods, previously weakened by colonialism, globalization, and neoliberal policies.

Environmental Conservation Through Study Value of Bali Aga Tenganan Pegringsingan Community Culture

2020 ◽  
Vol 21 (1) ◽  
pp. 27
Author(s):  
Nyoman Wijana ◽  
I Gusti Agung Nyoman Setiawan ◽  
Sanusi Mulyadiharja ◽  
I Gede Astra Wesnawa ◽  
Putu Indah Rahmawati
Keyword(s):  
Cultural Values ◽  
Environmental Conservation ◽  
Time Orientation ◽  
Cultural Value ◽  
Community Culture ◽  
Community Activities ◽  
Orientation Time ◽  
The Impact ◽  
Relational Orientation

This research aimed to know the implementation of environmental conservation in terms of cultural value orientation, including humanistic nature orientation, man-nature orientation, time orientation, activity orientation, and relational orientation. The population of this research was the entire community in traditional village Tenganan Pegringsingan, Karangasem, Bali. This research sample amounted to 25 people, consisting of the conventional village apparatus, community leaders, and the general public. Methods of data collection were the method of observation, interview, questionnaire, and checklist. The collected data were analyzed descriptively. This research indicated that the orientation of cultural values of humanistic nature orientation and man-nature orientation had an excellent quality. The time orientation, activity orientation, and relational orientation parameters had good quality. Culture in the study community generally showed a positive thing, so the impact of culture on the quality of the environment, in general, was excellent. The results of observations in the field revealed that there were all community activities at Tenganan Pegringsingan that could not cause environmental pollution. Therefore, the role of traditional regulation or awig-awig to regulate environmental and social-culture.

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