scholarly journals Brand-driven identity development of places

2017 ◽  
Vol 10 (2) ◽  
pp. 152-172 ◽  
Author(s):  
Guenther Botschen ◽  
Kurt Promberger ◽  
Josef Bernhart
Keyword(s):  
Identity Development ◽  
Place Branding ◽  
Collaborative Action Research ◽  
Phase Model ◽  
Cultural Meanings ◽  
Content Type ◽  
Three Phase ◽  
Place Brand ◽  
Rural Places

Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach. Findings BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol. Practical implications The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places. Social implications Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience. Originality/value A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.

Brand-driven retail format innovation: a conceptual framework

2017 ◽  
Vol 45 (7/8) ◽  
pp. 874-891 ◽  
Author(s):  
Guenther Botschen ◽  
Philipp K. Wegerer
Keyword(s):  
Large Scale ◽  
Collaborative Action Research ◽  
Phase Model ◽  
Cultural Meanings ◽  
Missing Link ◽  
Content Type ◽  
Three Phase ◽  
Innovation Projects ◽  
Retail Format

Purpose The purpose of this paper is to engage in the research gap regarding the missing link between retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. The so-called “Brand-driven Retail Format Innovation” (BRFI) approach provides a structured three-phase model that serves as a conceptual guide for the development of any type of retail format. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research to develop the current BRFI approach. Findings BRFI is a circular three-phase framework, which integrates branding, and retail format innovation. It starts with the definition of the intended retail brand identity, which in phase 2 becomes translated into concrete touchpoint experiences along the main constituents of a retail format, finally during phase 3 materializing into the new retail format. A case study of a major food retailer is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Brand-driven retail format development based on translating socio-cultural meanings into touchpoint experiences to materialize format constituents is opening up new research avenues to govern retail format development. At present the approach is based on retail and services case studies in Western Austria. Practical implications The three-phase model represents a practical tool for retail managers, who want to renew and to develop their retail format in a structured way. The approach is applicable to all retail industries from small- to large-scale organizations as well as online and offline environments. Originality/value This is the first study engaging in the missing link regarding retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. BRFI locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities whereby the new retail format is transformed around brand-derived touchpoint experiences.

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.

Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katrina Sandbach
Keyword(s):  
Stakeholder Participation ◽  
Place Branding ◽  
Creative Industries ◽  
Content Type ◽  
Blue Mountains ◽  
Study Approach ◽  
Brand Authenticity ◽  
Field Notes ◽  
Place Brand

Purpose This paper discusses the notion of authenticity and the role of local creatives in the place branding process based on a case study of Mtns Made, a brand for the creative industries in the Blue Mountains of Sydney, Australia. This paper aims to examine the development, implementation and management of a place brand from the ground-up and explore the implications for a situated place branding practice. Design/methodology/approach The concept of brand culture was used as a theoretical lens to view place branding. A qualitative case study approach was taken, incorporating the collection of primary and secondary documents, observation of online platforms and real-world events, field notes and personal reflection from an insider position. Findings The findings of this study suggest that local creatives can and have played a central role in place branding. The study also illustrates a model for place branding that centres on stakeholder participation in an ongoing process. Originality/value Local culture and creativity are largely viewed as assets for place branding; this paper draws attention to the agency of local creatives in the place branding process. This study offers three pillars of place brand authenticity and establishes a framework for place brand analysis based on a branding design strategy.

An analysis of product-place co-branding: the case of Ceylon Tea

2017 ◽  
Vol 29 (1) ◽  
pp. 200-214 ◽  
Author(s):  
Wasanee Tharanga Ranasinghe ◽  
Park Thaichon ◽  
Malanee Ranasinghe
Keyword(s):  
Brand Management ◽  
Place Branding ◽  
Content Type ◽  
Secondary Sources ◽  
Tea Industry ◽  
Place Brand ◽  
Analyse Data ◽  
Advance Knowledge ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry. Design/methodology/approach Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation. Findings Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context. Practical implications The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding. Originality/value Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

Social urbanism: public policy and place brand

2019 ◽  
Vol 12 (3) ◽  
pp. 326-337 ◽  
Author(s):  
Caroline Doyle
Keyword(s):  
Public Policy ◽  
Social Problem ◽  
Local Governments ◽  
Structured Interviews ◽  
Content Type ◽  
Study Approach ◽  
Local Stakeholders ◽  
Place Brand ◽  
The City

PurposeThis paper aims to focus on how a public policy designed to address a social problem ultimately became the place brand.Design/methodology/approachThis paper uses a qualitative case study approach focusing on the city of Medellín, Colombia. It draws from fieldwork conducted in Medellín over 2014 and 2015, including semi-structured interviews with an array of local stakeholders.FindingsThe paper concludes that local governments should be aware that the policymaking process can become part of their branding. It also shows the importance of the continual involvement of stakeholders in the place brand process to ensure it is a sustainable brand.Originality/valueThere are limited studies which focus on how a public policy designed to address a social problem ultimately becomes the place brand. This paper shows how a public policy, social urbanism, became the branding of Medellín.

Cooperative behaviour and place branding: a longitudinal case study in Italy

2016 ◽  
Vol 19 (2) ◽  
pp. 156-172 ◽  
Author(s):  
Chiara Rinaldi ◽  
Alessio Cavicchi
Keyword(s):  
Geographical Area ◽  
Place Branding ◽  
Cooperative Behaviour ◽  
Longitudinal Case Study ◽  
Case Study Methodology ◽  
Content Type ◽  
Study Methodology ◽  
As Relationship

Purpose This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and relation-based cooperation constructs. Design/methodology/approach The longitudinal case study method is used to help understanding how the investigated network has evolved over four years from an attempt to build a regional umbrella-brand to a network contract between 13 enterprises. Findings The findings suggest that the relationships of trust and shared values among stakeholders are essential to foster cooperation, but also that contract-based governance complements a relation-based governance, enhancing the performance of the alliance. Research limitations/implications The main limitation is related to the case study methodology, as results are strongly dependent on the specific characteristics of the stakeholders and the geographical area analysed. Social implications The role of stakeholders in building a place brand is increasingly important. When analysing cooperative behaviour drivers, more attention should be paid to such intangible assets as social, human, relational and organisational capital. Originality/value This longitudinal case study emphasises that for success in place-branding activities, contract-based cooperation can be particularly useful at the beginning of a network alliance, while relation-based cooperation ensures the strength and continuity of the partnership but it takes time to develop. Responsible leaders, working as relationship facilitators/enablers, are important to keep network members engaged, by creating trust and favouring mutual beneficial relationships between stakeholders.

How to make everyone fall in love with a city

2020 ◽  
Vol 36 (11) ◽  
pp. 43-45
Keyword(s):  
Design Methodology ◽  
Complex Nature ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Resident Participation ◽  
Multiple Stakeholder ◽  
Pertinent Information ◽  
Place Brand ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper uses a case study of St Petersburg, Russia, to analyze the best ways in which to build an enviably effective place brand architecture, given the complex nature of managing multiple stakeholders with varying interests. The results uncovered that a sub-brands strategy is effective at making space for the multiple stakeholder voices that can add value to a city's master brand through coordinated co-creation. Increasing the low resident participation levels that are apparent in St Petersburg has the potential to transform the city's brand energy and touristic allure. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Interrogating place brand – a case of two cities

2020 ◽  
Vol 23 (4) ◽  
pp. 907-932
Author(s):  
Sanya Ojo
Keyword(s):  
Nation Branding ◽  
City Branding ◽  
Case Study Methodology ◽  
Content Type ◽  
City Brand ◽  
Two Cities ◽  
Reverse Relationship ◽  
Study Methodology ◽  
Place Brand

Purpose This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand. Design/methodology/approach Using a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding. Findings Three pathways of the flow of causality between nation brand and city brand were emphasised, and problematic themes of interest to focus are recommended as a way forward for aspiring cities to create and improve their global reputation to generate increased footfalls of visitors and investors. Practical implications It is possible for cities to create effective brands irrespective of the reputation (strong or weak) of their countries of origin. The implication of the reverse relationship between nation and city brand has the potential to expand the theoretical framework of a place brand. Originality/value The study’s uniqueness is in highlighting the different relations between nation branding and city branding that could guide practitioners in actualising a successful city brand project.

Using research methods courses to teach students about sustainable development – a three-phase model for a transformative learning experience

2020 ◽  
Vol 21 (3) ◽  
pp. 427-439
Author(s):  
Patrick A. Müller ◽  
Thomas Bäumer ◽  
Jan Silberer ◽  
Stefan Zimmermann
Keyword(s):  
Sustainable Development ◽  
Research Methods ◽  
Empirical Research ◽  
Structural Changes ◽  
Science Curriculum ◽  
Phase Model ◽  
Content Type ◽  
Fields Of Study ◽  
Three Phase ◽  
Empirical Research Methods

Purpose Learning about sustainable development in dedicated curricula can be beneficial for students’ personal and professional development and societies alike. However, for various reasons the implementation of sustainable development modules in existing curricula can be difficult in many fields of study. This paper aims to propose an alternative route to give students the chance to learn about sustainable development without the need to change the structure of their study program. Design/methodology/approach The current paper elaborates on the idea that many fields of study have mandatory courses on empirical research methods and these courses can function as a platform to teach applied empirical research methods in combination with education on sustainable development. A three-phase model is proposed to implement sustainable development topics in existing curricula, taking students’ current methodological competency level into account. Findings The proposed model provides a chance to combine education on sustainability with thorough training in scientific research methods. Example projects and evaluation results from an existing social science curriculum and its integration into a real-world laboratory on sustainable energy use illustrate the different phases and their goals. Originality/value The model offers the opportunity to implement education on sustainability into existing curricula without the need for difficult structural changes. It extends students’ learning on sustainability without impairing their learning of research methods. A discussion of the model’s limitations and boundary conditions helps to understand its potential use cases and challenges.

Towards a network place branding through multiple stakeholders and based on cultural identities

2016 ◽  
Vol 9 (1) ◽  
pp. 73-90 ◽  
Author(s):  
Norberto Muñiz Martínez
Keyword(s):  
Conceptual Analysis ◽  
Place Branding ◽  
Modern Concept ◽  
Western World ◽  
Natural Environments ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Dynamic Identity ◽  
Cultural Dialogue

Purpose This paper aims to analyse the creation of a place brand for Colombia’s coffee region, within the framework of the evolution of place branding from traditional, one institution-led marketing approaches towards a more modern concept of network branding involving multiple stakeholders. The production of quality coffee in this region has been complemented with the development of coffee-themed rural tourism, which helps Colombia to enhance the value and positioning of its resources in the context of the economic and cultural exchanges inherent in globalisation. Design/methodology/approach Following a theoretical and conceptual analysis of place branding, this paper explores the case of the Coffee Triangle, examining the network of interrelationships involved in the process of business-led coffee branding and place branding by public institutions to achieve a dynamic identity asset shared by various parties. This study entailed fieldwork in Colombia to visit the region and hold meetings with managers in public administration, representative companies in the region and various social groups and entities. Findings Following a conceptual analysis which attempts to demonstrate the evolution of place branding towards a more holistic, multi-party and networked approach, the case study confirms the formation of complex interactions between stakeholders and public and private institutions at the local, regional, national and even international level. Practical/implications This successful initiative can serve as an example for other food production regions in emerging countries, helping them to improve their positions in global scenarios and enhance the value of their physical products through a heightened awareness and appreciation of the culture associated with these natural environments and landscapes. Synergies between business and place branding are also analysed. Originality/value This paper looks at an instance of place branding involving multiple stakeholders and on the basis of cultural and dynamic identity. It comprises an inter-regional case study in Colombia. South America is a sub-continent where some interesting and successful place projects are being implemented that add nuances to global economic and cultural dialogue, which has probably focused mainly on the Western world and the industrial nations of Asia.

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