scholarly journals Questioning a “one size fits all” city brand

2017 ◽  
Vol 10 (3) ◽  
pp. 270-287 ◽  
Author(s):  
Sebastian Zenker ◽  
Erik Braun
Keyword(s):  
Urban Policy ◽  
Brand Management ◽  
Place Branding ◽  
Target Group ◽  
City Branding ◽  
Target Groups ◽  
Policy Makers ◽  
Content Type ◽  
City Brand ◽  
Definition Of

Purpose City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed. Practical implications The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication. Originality/value The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.

The green branding of Hong Kong: visitors’ and residents’ perceptions

2016 ◽  
Vol 9 (3) ◽  
pp. 289-312 ◽  
Author(s):  
Chung-Shing Chan ◽  
Lawal M. Marafa
Keyword(s):  
Hong Kong ◽  
Brand Management ◽  
Public Parks ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Working Definition ◽  
Local Residents ◽  
Definition Of ◽  
Comparison Of The Results

Purpose This paper aims to connect green spaces with city branding by introducing a proposed Green (Resource) Brand Hexagon (GBH). Design/methodology/approach This study empirically tested the principles of the GBH with samples of Hong Kong residents (n = 301) and visitors (n = 395). Surveys were carried out to investigate the perceptions of the 23 elements in the GBH by both respondent groups. Findings A comparison of the results via factor analysis identified two green brand structures preferred by local residents (a brand pentagon) and by visitors (a brand square). The findings suggest different associations of green resource elements in their brand perceptions, which were partly reflected in the governmental Brand Review exercise in Hong Kong in 2008. Inter-group differences in the ranking of GBH’s elements also indicate a knowledge gap between visitors and residents. Research limitations/implications The modification process of the GBH from Anholt’s City Brand Hexagon framework involved researchers’ interpretations and understanding of green resources in Hong Kong; it inevitably produced some degree of subjectivity. The working definition of “green resources” in this study perceptually excluded certain features in public parks, such as the geological landscapes and beaches that are, in principle, part of the Hong Kong Geopark. Originality/value The findings of this paper offer an indicative green brand framework for destination marketers and brand managers whose cities enjoy attractive green resources. The ratings of GBH’s elements provide useful references for local brand management through an understanding of strong green brand attributes and structures by local residents and visitors. The inter-group comparison of the green brand structures also informs policymakers and city marketers about the divergent associations of brand elements for possible brand extension. Finally, the results are also very beneficial because they provide an opportunity for regional green brand development.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Shaping city brand strategies based on the tourists’ brand perception: report on Banja Luka main target groups

2019 ◽  
Vol 6 (2) ◽  
pp. 371-396
Author(s):  
Sanja Kovačić ◽  
Nemanja Milenković ◽  
Iva Slivar ◽  
Milica Rancic
Keyword(s):  
Country Of Origin ◽  
City Branding ◽  
Brand Associations ◽  
Target Groups ◽  
Content Type ◽  
Research Framework ◽  
City Brand ◽  
Main Target ◽  
Brand Perception ◽  
Banja Luka

Purpose The purpose of this paper is to provide a suggestion for the research framework on tourists as target groups for planning city branding strategies with reference to possible differences for tourists having a different country of origin. This framework was applied to analyze and compare the perception of Banja Luka city brand (Bosnia and Herzegovina) by four main target group by country of origin. Design/methodology/approach The suggested research framework combines qualitative generation of tourist’s city brand associations and brand personality with quantitative measurements of city brand perception (scale developed following the framework of Anholts’ (2006) City Brand Index adjusted to tourists as target groups). Findings The developed research framework was demonstrated in the example of Banja Luka main target groups. Three dimensions of city brand which largely coincide Anholt’s (2006) dimensions were extracted: tourist attractiveness, life standard and safe and pleasant atmosphere. Differences between analyzed countries were found in city brand perception, brand associations, brand personality, but also in all other analyzed categories. Research limitations/implications Possible limitation of the study is the fact that results were interpreted including both those who have visited Banja Luka and those who are not personally familiar with it. Practical implications Practical implications of research findings are demonstrated in form of branding suggestions focused on particular target groups. Originality/value The study suggests a research framework on tourists as target groups in the city branding process. Also, it contributes to a very scarce research on differences in city brand perception by target groups by country of origin, but also to the literature related to Banja Luka city brand and tourism development.

You can’t govern if you don’t measure

2019 ◽  
Vol 12 (4) ◽  
pp. 545-565
Author(s):  
Magdalena Florek ◽  
Marta Herezniak ◽  
Anna Augustyn
Keyword(s):  
Measurement System ◽  
Public Management ◽  
Place Branding ◽  
City Branding ◽  
Reliable Measurement ◽  
Potential Measurement ◽  
Content Type ◽  
City Brand ◽  
Measurement Framework ◽  
Brand Measurement

Purpose The purpose of the study is to verify the theoretical assumptions based on literature review regarding the issue of brand effectiveness evaluation and the potential measurement framework, as well as to provide insights into the nature of effectiveness measurement of city brand strategies. The findings are considered important foundations for designing a place branding measurement system, which is the next step and final purpose of the author’s research project. Design/methodology/approach A total of 12 international academic experts from eight countries (in four continents) were individually interviewed. A semi-structured individual interview was applied as a research method. Sampling was purposive and the respondents represented the fields of marketing, place branding and public management. The standardized set of 19 open-ended questions was categorized into four themes (city brand effectiveness, methodology, measurement process and indicators). Findings The measurement of effectiveness of city branding should be treated as a strategic endeavor; however, it is a complex issue where political, social and methodological challenges overlap. Barriers to the development of a well-functioning measurement system include: too narrow understanding of what brand is, lack of knowledge or culture of measurement, conflicting political interests, reluctance to involve internal stakeholders, insufficient funding and complexity of the brand itself. The reliable measurement system should be characterized by attributes such as simplicity and durability, stakeholder inclusion, political rationale, adjustment to the specificity of the city and the independence of the measuring body/institution. Originality/value Up-to-date, common standards or universal measurement frames of the place branding measurement system do not exist. No discussion can be found in the literature on how such a system should be designed and implemented. Opinions of the experts interviewed provide important insights into the components and conditions of the reliable measurement system that would meet both methodological standards and practical needs. Further studies and analyses are however necessary to eventually compose the optimal city brand measurement system.

City brand strategy evaluation: in search of effectiveness indicators

2015 ◽  
Vol 8 (3) ◽  
pp. 187-205 ◽  
Author(s):  
Marta Herezniak ◽  
Justyna Anders-Morawska
Keyword(s):  
Public Management ◽  
Brand Management ◽  
Place Branding ◽  
Spillover Effects ◽  
Brand Strategy ◽  
Content Type ◽  
City Brand ◽  
Strategy Evaluation ◽  
Place Brand ◽  
The City

Purpose – The purpose of this paper is to describe and analyse a process for developing indicators of effectiveness for the city brand strategy. Design/methodology/approach – A single-case study method is used as the analytical approach. The proposed indicators of effectiveness were developed in cooperation between the municipal government of a large, post-industrial Polish city and representatives from academia. Findings – The paper addresses three important considerations to be taken into account by city managers when they seek to develop criteria for measuring the effectiveness of branding: links between tangible and intangible effects of brand implementation; spillover effects that sectoral strategies such as those aimed at urban renewal have on the city brand and vice versa; and the adoption of a threefold temporal regime whereby the effects of projects that contribute to the brand strategy are measured in the short, medium and long term. Research limitations/implications – The proposed approach offers a useful point of departure for place managers for the design of place brand strategy evaluation systems. The study is limited to the case of a single city. Practical implications – The merger of brand management and public management perspectives re-evaluates the existing attempts to measure place brand strategy effectiveness. The new approach stimulates place authorities to consider multiple perspectives on the methods and instruments of measurement. It also implies the organisational shift where a number of units from the city hall coordinate their efforts to contribute to the assessment of the brand strategy. Social implications – A more systematic approach to measurement of place brand strategy effectiveness can be used to increase the level of legitimacy of brand-related activities in the eyes of internal stakeholders and to increase the level of professionalism among the public officers responsible for effectiveness measurement. Originality/value – Theoretical considerations and the practice of place branding alike tend to give insufficient attention to criteria for measuring the effectiveness of place-branding strategies. This paper concentrates on the process of translating general strategic objectives into specific, measureable and time-bound operational indicators. The combination of theoretical insights into place branding together with public management grounds this approach in the administrative environment in which local authorities work.

Art-event image in city brand equity: mediating role of city brand attachment

2020 ◽  
Vol 6 (3) ◽  
pp. 491-509
Author(s):  
Deepa Jawahar ◽  
Vinney Zephaniah Vincent ◽  
Anju Varghese Philip
Keyword(s):  
Brand Equity ◽  
Regional Climate ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Mediating Role ◽  
Art Form ◽  
Tourism Product ◽  
Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

scholarly journals The role of uniqueness in destination branding: the case of historical Portsmouth harbor

2015 ◽  
Vol 10 (2) ◽  
pp. 198-213 ◽  
Author(s):  
Alexandros Apostolakis ◽  
Shabbar Jaffry ◽  
Faye Sizeland ◽  
Adam Cox
Keyword(s):  
Competitive Advantage ◽  
Design Methodology ◽  
Regional Level ◽  
Destination Branding ◽  
Policy Makers ◽  
Content Type ◽  
City Brand ◽  
High Profile ◽  
Local Resources

Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding. Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation. Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.

A deliberately emergent strategy – a key to successful city branding

2015 ◽  
Vol 8 (2) ◽  
pp. 90-102 ◽  
Author(s):  
Janne Lindstedt
Keyword(s):  
Place Branding ◽  
Place Identity ◽  
Point Of View ◽  
City Branding ◽  
Content Type ◽  
Emergent Strategy ◽  
Branding Strategies ◽  
Local Stakeholders ◽  
Place Brand

Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.

Territorial capital as a company intangible

2016 ◽  
Vol 17 (1) ◽  
pp. 148-167 ◽  
Author(s):  
Mariachiara Barzotto ◽  
Giancarlo Corò ◽  
Mario Volpe
Keyword(s):  
Great Difficulty ◽  
Future Research ◽  
Manufacturing Companies ◽  
Policy Makers ◽  
Content Type ◽  
Capital Growth ◽  
Multiple Case ◽  
Definition Of ◽  
A Company

Purpose – The purpose of this paper is twofold. First, to explore to what extent being located in a territory is value-relevant for a company. Second, to understand if a company is aware of, and how it can sustain, the territorial tangible and intangible assets present in the economic area in which it is located. Design/methodology/approach – The study presents an empirical multiple case-study, investigating ten mid-/large-sized Italian companies in manufacturing sectors. Findings – The results indicate that the sampled manufacturing companies are intertwined with the environment in which they are embedded, both in their home country and in host ones. The domestic territorial capital has provided, and still provides, enterprises with workers endowed with the necessary technical skills that they can have great difficulty in finding in other places. In turn, companies support territorial capital generation through their activities. Research limitations/implications – To increase the generalisability of the results, future research should expand the sample and examine firms based in different countries and sectors. Practical implications – Implications for policy makers: developing effective initiatives to support and guide a sustainable territorial capital growth. Implications for managers and investors: improving managerial and investors’ decisions by disclosing a complete picture of the enterprise, also outside the firm boundaries. Originality/value – The study contributes to intangibles/intellectual capital literature by shedding light on the importance of including territorial capital in a company’s report to improve the definition of the firm’s value. Accounting of the territorial capital would increase the awareness of the socio-economic environment value in which companies are located and its use.

scholarly journals Intra-organizational brand resistance and counter-narratives in city branding – a comparative study of three Danish cities

2020 ◽  
Vol 23 (4) ◽  
pp. 1001-1018
Author(s):  
Marianne Wollf Lundholt ◽  
Ole Have Jørgensen ◽  
Bodil Stilling Blichfeldt
Keyword(s):  
Secondary Data ◽  
Political Support ◽  
The Political ◽  
City Branding ◽  
Structured Interviews ◽  
Content Type ◽  
City Brand ◽  
Counter Narratives ◽  
The City ◽  
Competition For Resources

Purpose This study aims to contribute to an increased understanding of intra-organizational city brand resistance by identifying and discussing different types of counter-narratives emerging from the political and administrative arenas. Design/methodology/approach The empirical material consists of secondary data as well as six in-depth semi-structured interviews with Danish mayors and city managers in three different municipalities in Denmark. Findings Intra-organizational counter-narratives differ from inter-organizational counter-narratives but resemble a number of issues known from extra-organizational resistance. Still, significant differences are found within the political arena: lack of ownership, competition for resources and political conflicts. Lack of ownership, internal competition for resources and distrust of motives play an important role within the administrative arena. Mayors are aware of the needs for continued political support for branding projects but projects are nonetheless realized despite resistance if there is a political majority for it. Research limitations/implications This study points to the implications of city brand resistance and counter-narratives emerging from the “inside” of the political and administrative arenas in the city, here defined as “intra-organizational counter-narratives”. Practical implications It is suggested that politicians and municipality staff should be systematically addressed as individual and unique audiences and considered as important as citizens in the brand process. Originality/value So far little attention has been paid to internal stakeholders within the municipal organization and their impact on the city branding process approached from a narrative perspective.

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