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.

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.

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.

Stakeholder value-based place brand building

2018 ◽  
Vol 27 (7) ◽  
pp. 807-818 ◽  
Author(s):  
Mechthild Donner ◽  
Fatiha Fort
Keyword(s):  
Structural Equation ◽  
Local Development ◽  
Place Identity ◽  
Brand Identity ◽  
Brand Value ◽  
Measurement Scales ◽  
Content Type ◽  
Brand Building ◽  
Place Brand ◽  
Value Measurement

Purpose The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales. Design/methodology/approach The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling. Findings Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers. Practical implications For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends. Originality/value Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.

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.

The growth of knowledge through the resource-based view

2020 ◽  
Vol 58 (1) ◽  
pp. 98-111 ◽  
Author(s):  
Hiroko Nagano
Keyword(s):  
Design Methodology ◽  
Evolutionary Process ◽  
Phase 3 ◽  
Resource Based View ◽  
Content Type ◽  
Metaphysical Theory ◽  
Novel Approach ◽  
Error Elimination ◽  
Growth Of Knowledge ◽  
New Framework

Purpose The resource-based view (RBV) has not previously been conceptualized as a theoretical framework encompassing metaphysical and empirical perspectives. The purpose of this paper is to logically analyze the evolutionary process of the RBV, triggered by “rigidity.” It attempts to clarify the significance and limitations of the RBV. Design/methodology/approach Based on Popper’s methodological model of the growth of knowledge, the study analyzed and evaluated the evolution of the RBV. Findings The RBV has evolved in three phases. The sub-problems have changed through empirical testing on the basis of one metaphysical problem and one metaphysical theory. Thus, the evolution may indicate progress within one framework. However, during phase 3, the ambiguity of concept may inhibit the growth of knowledge. For further progress, it is necessary to overcome the vulnerability of the RBV’s metaphysical statements. Research limitations/implications This paper shows the possibility of the growth of knowledge within the RBV framework and for a new framework to emerge due to its limitations. It should contribute both theoretically and practically to the field of strategic management. Originality/value Popper’s model was used to examine a previously neglected topic, namely, the growth of knowledge in the evolution of the RBV. Moreover, considering “rigidity” as corresponding to a process of error elimination is a novel approach, clearly revealing the dynamism of the RBV’s evolution.

A sport-oriented place branding strategy for cities, regions and countries

2018 ◽  
Vol 8 (4) ◽  
pp. 354-374 ◽  
Author(s):  
Andre Richelieu
Keyword(s):  
Literature Review ◽  
Conceptual Framework ◽  
Place Branding ◽  
Secondary Data ◽  
Holistic Approach ◽  
Extensive Literature ◽  
Sporting Events ◽  
Exploratory Research ◽  
Branding Strategy ◽  
Content Type

Purpose How could a city, a region or a country succeed in its attempt to use sport to (re-)define, position and promote itself? Consequently, what do jurisdictions and brand managers need to consider when using sporting events as a leverage to market themselves abroad? The paper aims to discuss these issues. Design/methodology/approach This paper draws from a combination of an extensive literature review and secondary data collection in order to build a conceptual framework, entitled the “diamond” of place branding through sport. Findings Managers and politicians of cities, regions and countries should espouse a holistic approach when developing their place branding strategy through sport. This holistic approach can be articulated around four dimensions: sport, economic, commercial and social. Research limitations/implications Drawing mainly from a literature review, with the support of concrete examples, this is a first step within the confines of an exploratory research. A future study could analyze the specific cases of jurisdictions and how these fit within the conceptual framework articulated in this paper. Originality/value A place branding strategy through sport should be translated into a socio-economic legacy, with private and public benefits for the community. Ultimately, place branding through sport is one of the components of the overall place branding strategy of a jurisdiction.

Making post-colonial place identity: the regeneration of the St Lazarus neighbourhood, Macau

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xi Ye
Keyword(s):  
Place Branding ◽  
Place Identity ◽  
World Heritage Site ◽  
Power Relationship ◽  
Architectural Heritage ◽  
Unesco World Heritage ◽  
Content Type ◽  
Post Colonial ◽  
Heritage Site ◽  
Unesco World Heritage Site

Purpose This study aims to identify how the place identity of the former Portuguese neighbourhood of St Lazarus was reshaped for the purposes of place branding, tourism and consumption in post-colonial Macau. Design/methodology/approach This study sees place identity as a constructed multiplicity whose components are strategically assembled to (re)make the self. It uses the Deleuze–Guattarian theory of assemblage to analyse identity-making, specifically to examine how urban elements, including material content (material qualities of forms, programmes and life) and narrative expressions (interpretations of place), come together to shape the sense of place. Findings The heritage conservation policy and creative district planning guidance are overarching controls. Following them, several material and narrative elements are connected. The colonial character of the architecture is reinforced and an artistic atmosphere is created, while inhabitants’ everyday life is suppressed and the difficult past is almost erased. The newly processed post-colonial identity seems another kind of colonisation. Coloniality as a power relationship continues in a different form. The hidden structure driving these processes is global capitalism. Originality/value Studies on colonial architectural heritage in Macau, particularly outside of the UNESCO World Heritage Site, remain relatively scarce. This study aims to fill this gap and to further examine the Deleuze–Guattarian theory in the context of place study.

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.

From place branding to placemaking: the role of events

2017 ◽  
Vol 8 (1) ◽  
pp. 8-23 ◽  
Author(s):  
Greg Richards
Keyword(s):  
Social Cohesion ◽  
Success Factors ◽  
Network Effects ◽  
Ad Hoc ◽  
Single Case ◽  
Place Branding ◽  
Holistic Approach ◽  
Content Type ◽  
Wide Range ◽  
The City

Purpose The purpose of this paper is to examine developments in the use of events by places from a predominantly place branding role based on image and economic impacts towards a broader placemaking approach aimed at holistic improvements in place quality. Design/methodology/approach The research is based on a single case study approach, with the Dutch city of ‘s-Hertogenbosch (Den Bosch) as the focus. Data sources include resident surveys, depth interviews and analysis of policy documents. Findings The Den Bosch case illustrates the emergence of a more holistic approach to the use of events as a placemaking tool. The city shifted from an ad hoc events policy to the development of a multi-annual programme designed to produce economic, image, social cultural and network effects. This approach seems to have been successful in stimulating visitation, increasing visitor spend and raising the international profile of the city. At the same time, the city has developed many activities designed to mobilise local stakeholder groups and increase social cohesion, which provide essential support for the necessary investment. Research limitations/implications There are indications that sustaining such a programme over the longer term is difficult in the face of political and economic change. Adoption of a holistic approach also requires the mobilisation of a wide range of stakeholders. Practical implications Critical success factors for placemaking are identified. Social implications The Den Bosch programme helped to increase social cohesion in the city by involving residents and local cultural groups in different projects. However, this required a differentiated approach based on the needs of each group. Originality/value This study presents a placemaking model that can help to identify the different elements required in a successful placemaking programme. This is developed from a practice approach, which has the value of paying attention to how event programmes can be initiated and sustained by a group of actors.

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