scholarly journals Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions

2021 ◽  
Vol 3 (1) ◽  
pp. 15-30
Author(s):  
Ioana S. Stoica ◽  
Mihalis Kavaratzis ◽  
Christina Schwabenland ◽  
Markus Haag
Keyword(s):  
Qualitative Methodology ◽  
Place Branding ◽  
Top Down ◽  
Open Communication ◽  
Brand Meaning ◽  
Marketing Tactic ◽  
Shared Stories ◽  
Meaning Creation ◽  
Place Brand ◽  
Multicultural Experiences

Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources. Co-creation is often an aspiration for places to create and promote their brands collectively. In this context, storytelling—an old technique used in corporate marketing to instigate brand stakeholders’ participation—serves as a method which facilitates place brand co-creation through shared place stories. With the rise of online interactions, the chances of place stakeholders’ participation in brand meaning creation increase, and place stories are effective in allowing diverse place meanings to emerge from various stakeholders. However, when storytelling emerges as a marketing tactic, mostly from a top-down campaign, the stories are not always accepted by all place stakeholders, and they create contrasting brand meanings. The paper aims to investigate the benefits and risks of participation in “Many Voices One Town” (2018), a top-down campaign from Luton, UK, which used storytelling to instigate place brand co-creation. The campaign was created by the Luton Council with an external advertising agency. The campaign attempted to tackle the town’s segregation issues and foster community cohesion through the promotion of seven selected Lutonians’ stories about their diverse and multicultural experiences of living in Luton. The study employs a qualitative methodology to analyse the MVOT case study. Interviews with the council and participants in the campaign and netnographic data from Twitter, Facebook and Instagram were used to gain an insight into residents’ participation in a top-down approach and examine the outcomes of co-creation. Residents’ participation in such a campaign shows numerous benefits but also risks for the place brand. The findings show that participation can sometimes intensify disputes about the town if people’s needs are not properly addressed. The study highlights the importance of open communication between all parties involved in the process, bringing into focus the need for careful coordination of top-down initiatives in line with stakeholders’ needs. It also demonstrates the ‘power of the people’ in the sense that stakeholder engagement with the shared stories led to negative outcomes that were not predicted by the Council.

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.

scholarly journals Mega-events brand meaning co-creation: the Olympic case

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nathalia Christiani Tjandra ◽  
Ivana Rihova ◽  
Sarah Snell ◽  
Claire S. Den Hertog ◽  
Eleni Theodoraki
Keyword(s):  
Qualitative Methodology ◽  
Brand Identity ◽  
Structured Interviews ◽  
Historical Sources ◽  
Content Type ◽  
Brand Meaning ◽  
Stakeholder Perspective ◽  
Multi Stakeholder ◽  
Mega Event ◽  
Purposive Sample

Purpose This paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong brand identity, to understand how the brand manager may integrate such co-created meanings in a negotiated brand identity. Design/methodology/approach Using a qualitative methodology, the paper provides a tentative framework of co-created Olympic brand meanings by exploring the narratives of stakeholders’ brand experiences of the brand. Sixteen semi-structured interviews with a purposive sample of Olympic stakeholders were conducted and analysed to identify key meanings associated with the Olympic brand. Findings Through their transformational and social experiences of the Olympic brand, stakeholders co-create brand meanings based on Olympic values of excellence, friendship and respect. However, at the same time, they offer their own interpretations and narratives related to competing meanings of spectacle, exclusion and deceit. Alternative brand touchpoints were identified, including blogs; fan and sports community forums; educational and academic sources; and historical sources and literature. Practical implications The brand manager must become a brand negotiator, facilitating multi-stakeholder co-creation experiences on a variety of online and offline engagement platforms, and exploring how alternative brand touchpoints can be used to access co-created brand meanings. Originality/value The study contributes to tourism branding literature by providing exploratory evidence of how brand meanings are co-created in the relatively under-researched multi-stakeholder sports mega-event context.

Exploring destination brand disengagement in a top-down policy context

2020 ◽  
Vol 13 (3) ◽  
pp. 347-363 ◽  
Author(s):  
Narcís Bassols ◽  
Thomas Leicht
Keyword(s):  
Place Branding ◽  
Field Work ◽  
Local Context ◽  
Brand Strategy ◽  
Structured Interviews ◽  
Top Down ◽  
Online Questionnaire ◽  
Bottom Up ◽  
Content Type ◽  
Depth Study

Purpose This paper aims to analyze the case of Cartagena, Colombia, as a case of a failed destination branding. It also broadens the findings by connecting them to the extant literature about place branding, thus making this paper more explanatory. It tries to fit the fieldwork’s findings into the two main streams of branding research (bottom-up vs top-down). This paper also gives practical insights into the destination’s network of stakeholders and discusses ways to improve the destination’s management and branding. Design/methodology/approach This paper uses a mixed methodology approach. Field work consisted of online questionnaire to hospitality employees in the city plus semi-structured interviews conducted with 18 “expert” stakeholders in the destination. This paper is of empirical nature. Findings The main cause of the destination’s brand failure is found to be the top-down approach to the place brand strategy. The literature shows that cases such as this one are more common than assumed, and a possible way out of the problem is the application of bottom-up or “mixed” approaches, as these may circumvent the problems found. Research limitations/implications Cases like this one illustrate very well a local context but might be difficult to transfer to other contexts, so the generalization power of this paper is limited to similar places in the sociopolitical sense of the term. Practical implications For place branding practitioners and destination management organizations , this paper is a call for participative approaches which include all of the stakeholders of a place. Originality/value This paper offers an in-depth study of a branding case in Latin America, a part of the world relatively unexplored in the branding literature. On the basis of the presented case, this paper pitches top-down versus bottom-up approaches. Finally, it explains the findings by connecting the place to its broad geographical context.

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.

scholarly journals ‘All for One, One for All’: communicative processes of co-creation of place brands through inclusive and horizontal stakeholder collaborative networks

1970 ◽  
pp. 59-76
Author(s):  
Laura Ripoll-González ◽  
Libby Lester
Keyword(s):  
Place Branding ◽  
Theoretical Development ◽  
Interaction Patterns ◽  
Communicative Interaction ◽  
Participatory Action ◽  
Place Brand ◽  
The Public Sphere ◽  
Mediated Messages ◽  
Stakeholder Interactions ◽  
Stakeholder Communication

This paper examines stakeholder communication and interaction dynamics in place branding processes in order to inform alternative participatory place branding models. The paper draws from critical communications and branding theory to argue that place brand identities are the result of mediated messages in the public sphere. Consequently, place branding processes need to be observed as communicative exchanges. Through a case study of Australia’s southern and only island state of Tasmania, the research employs participatory action research combined with the method of sociological intervention to explore stakeholders’ communicative interaction patterns and engagement in place branding processes. Participants representing formal and informal stakeholders engaged in communicating meaning about places were invited to participate in a series of interviews and focus group discussions that allowed a unique self-reflective process and analysis of practices and power-geometries. The proposed quasi-real scenario led to an understanding of the impediments for communication and to scoping alternative modes of engagement towards effective stakeholder communication to support the development of resilient place brand identities. The findings of the exploration contribute to theoretical development of the field by providing an analysis of the nature of stakeholder interactions and communication patterns, impediments and opportunities for greater communication and collaboration towards a common purpose. On a practical level, the study can also inform the development of participatory models of place brand development. Finally, the method proposed here can serve as a practical tool to foster stakeholder engagement in processes of cocreation of place brand identities.

scholarly journals Informing patients with progressive neurological disease of their health status, and their adaptation to the disease

2019 ◽  
Author(s):  
Radka Bužgová ◽  
Radka Kozáková
Keyword(s):  
Quality Of Life ◽  
Health Status ◽  
Coping Strategies ◽  
Emotional Support ◽  
Qualitative Methodology ◽  
Neurological Diseases ◽  
Open Communication ◽  
Depth Interviews ◽  
The Way

Abstract Background Progressive neurological diseases, such as multiple sclerosis, Parkinson's disease, Huntington's disease, significantly interfere with patients' lives, and those of their families. The aim of the research was to establish whether the extent of the information on patients' health conditions, and the way patients learn this information from doctors affect their adaptation to chronic and progressive diseases.Methods Qualitative methodology was used for a total of 52 participants (patients with progressive neurological diseases, their family members, and health and social workers). Data were collected using individual, in-depth interviews and focus groups. Analysis of data for interpretation, conceptualization, and re-integration was performed by open, axial, and selective coding.Results It was determined that adequate information about patients’ health status, and the use of coping strategies are related to their adaptation to their disease, and consequently, to their quality of life. The participants often considered the extent of the information provided, and the way they were informed to be inadequate. Receiving the diagnosis, the progression of the disease, and the end of life were found to be the most burdensome.Conclusion Our results show that Czech neurologist should develop better communication skills, particularly for informing patients with progressive neurological diseases. Open communication, emotional support, and support in selecting effective coping strategies can help patients adapt more readily to their disease, and improve their quality of life.

scholarly journals Exploring the Place Brand Factors Influencing Tourism to South Africa

2020 ◽  
pp. 167-182
Author(s):  
Tafadzwa Matiza ◽  
Elmarie Slabbert
Keyword(s):  
South Africa ◽  
South African ◽  
Place Branding ◽  
Decision Making Process ◽  
Competitive Advantages ◽  
Destination Branding ◽  
International Demand ◽  
African Context ◽  
Place Brand ◽  
Tourist Behaviour

Despite the proliferation of destination branding-related studies, there appears to be a limited academic inquiry into generic place brands and their potential influence on tourist behaviour towards destination countries. More-so within the African context. This paper explores whether there are place brand factors that potentially influence inward tourist’s perceptions of South Africa as a tourism destination country. Data generated from a survey of 233 inbound tourists to South Africa were analysed using Exploratory Factor Analysis. The findings establish that South Africa's place brand consisted of six distinct factors, two of which, namely, Socio-cultural and Competitive Advantages were new place brand factors within the South African context. Theoretically, the study complements the extent of the literature within the tourism discourse by providing an international demand-side perspective on place branding within an African tourism context. Practically, this study provides both South African and African tourism practitioners with insights into the potential utility of place branding as a heuristic cue in the decision-making process of international tourists, predominantly from the European and American markets.

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.

Do Places Have a Personality?

2017 ◽  
pp. 1316-1334
Author(s):  
Sonya Hanna ◽  
Jennifer Rowley
Keyword(s):  
Brand Personality ◽  
Place Branding ◽  
Place Marketing ◽  
Place Brand ◽  
Destination Brand

This chapter contributes to the understanding of the essence and representation of places by considering the personification of places and their relationship to the notion of place brand personality. More specifically, the chapter reviews the personification of places and its link to place representations in place marketing and branding. The theme of place brand personality is further developed and critiqued with reference to traditional theories associated with brand personality. A review of the existing body of theory and research on place brand personality demonstrates the need for further research into place and destination brand personality. The chapter culminates with proposals for further research in this area and suggestions for further embedding the notion of personality in place branding practice.

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