scholarly journals INFLUENCIAS DEL MARKETING EXPERENCIAL PARA POSICIONAR LA MARCA CIUDAD EN BAHÍA DE CARÁQUEZ

2020 ◽  
Vol 13 (22) ◽  
pp. 33
Author(s):  
César Arturo Carbache Mora ◽  
Yoselin Liceth Delgado Caicedo ◽  
Lilia Moncerrate Villacis Zambrano
Keyword(s):  
Statistical Methods ◽  
Customer Experience ◽  
Point Of View ◽  
City Branding ◽  
Experiential Marketing ◽  
City Brand ◽  
Customer Experience Management ◽  
Advertising Strategies ◽  
Brand Attributes ◽  
The City

En los actuales momentos en medio de la sociedad globalizada los customers o consumidores ya no buscan ser satisfechos por los beneficios de los productos o bien atendidos en los servicios, lo que desean es ser sorprendidos, emocionados en base a experiencias memorables, creativas y convincentes. El marketing experiencial nueva tendencia en la gestión de las experiencias o “Customer Experience Management” posee herramientas que pueden aplicarse en la construcción de una marca ciudad. Las ciudades masivamente visitadas, que se diferencia de las demás, se caracterizan por ofrecer a más de la conectividad, accesibilidad, seguridad, identidad, valores, funcionabilidad la eficiencia en generar emociones, sensaciones que dejen experiencias memorables. Tradicionalmente, el concepto de city branding o marca ciudad se ha estudiado desde el punto de vista del ámbito urbanístico o económico. Desde tiempos pasados la ciudad no cuenta con un posicionamiento como marca generando un bajo nivel de visita por turistas. Esta investigación tiene el objetivo de es realizar una propuesta para crear una marca ciudad de Bahía de Caráquez y diseñar estrategias de comunicación publicitaria basada en las emociones, sensaciones que persigue el marketing experiencial. Se utilizaron métodos de observación y estadístico descriptivos, entre las herramientas realizadas se encuentra la lectura científica como referencia de evaluar atributos marca ciudad y encuesta estructurada. Entre los principales resultados se obtuvo que la mejor fortaleza de Bahía está en su gente con el 56%, el 75% prefieren a Bahía como ciudad de actividad turística y el 35.7% manifestó que se debería crear la imagen de la ciudad.Palabras claves: Marketing experiencial, emociones, posicionamiento, marca ciudad AbstractIn the current moments in the midst of the globalized society the customers or consumers no longer seek to be satisfied by the benefits of the products or well served in the services, what they want is to be surprised, excited based on memorable, creative and convincing experiences. The experiential marketing new trend in the management of experiences or “Customer Experience Management” has tools that can be applied in the construction of a city brand. Massively visited cities, which differs from the others, are characterized by offering more than connectivity, accessibility, security, identity, values, functionality, efficiency in generating emotions, sensations that leave memorable experiences. Traditionally, the concept of city branding or city brand has been studied from the point of view of the urban or economic sphere. Currently the city does not have a positioning as a brand, generating a low level of visits by tourists. This research has the objective of making a proposal to create a city brand of Bahía de Caráquez and design advertising strategies based on emotions, sensations pursued by experiential marketing. Descriptive observation and statistical methods were used, among the tools used is the scientific reading as a reference to assess city brand attributes and structured survey. Among the main results was that the best strength of Bahia is in its people with 56%, 75% prefer Bahia as a city of tourist activity and 35.7% said that the image of the city should be created.Keywords: Experiential marketing, emotions, positioning, city brand

Portuguese Sardines - from the ritual to the brand

2017 ◽  
Vol 5 (2) ◽  
pp. 109-120
Author(s):  
Cecília Avelino Barbosa
Keyword(s):  
Social Construction ◽  
Place Branding ◽  
Symbolic Capital ◽  
City Council ◽  
Point Of View ◽  
City Branding ◽  
The Past ◽  
Behavioral Expression ◽  
The City ◽  
City Identity

Place branding is a network of associations in the consumer’s mind, based on the visual, verbal, and behavioral expression of a place. Food can be an important tool to summarize it as it is part of the culture of a city and its symbolic capital. Food is imaginary, a ritual and a social construction. This paper aims to explore a ritual that has turned into one of the brands of Lisbon in the past few years. The fresh sardines barbecued out of doors, during Saint Anthony’s festival, has become a symbol that can be found on t-shirts, magnets and all kinds of souvenirs. Over the year, tourists can buy sardine shaped objects in very cheap stores to luxurious shops. There is even a whole boutique dedicated to the fish: “The Fantastic World of Portuguese Sardines” and an annual competition promoted by the city council to choose the five most emblematic designs of sardines. In order to analyze the Sardine phenomenon from a city branding point of view, the objective of this paper is to comprehend what associations are made by foreigners when they are outside of Lisbon. As a methodological procedure five design sardines, were used of last year to questioning to which city they relate them in interviews carried in Madrid, Lyon, Rome and London. Upon completion of the analysis, the results of the city branding strategy adopted by the city council to promote the sardines as the official symbol of Lisbon is seen as a Folkmarketing action. The effects are positive, but still quite local. On the other hand, significant participation of the Lisbon´s dwellers in the Sardine Contest was observed, which seems to be a good way to promote the city identity and pride in their best ambassador: the citizens.

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.

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.

scholarly journals STRATEGI COMPETITIVE ADVANTAGE UNTUK MEMBANGUN CITY BRANDING KOTA BATU SEBAGAI KOTA WISATA

IQTISHODUNA ◽  
2016 ◽  
Vol 10 (2) ◽  
pp. 89-98
Author(s):  
Uyunur Rochmawati Miladiyah ◽  
Slamet Slamet
Keyword(s):  
Competitive Advantage ◽  
Competitive Advantages ◽  
City Branding ◽  
Tourist Attractions ◽  
City Brand ◽  
The Public ◽  
Tourism Sector ◽  
The World ◽  
The Impact ◽  
The City

Globalization led to tough competition among cities around the world to win the competition toattract visitors and increase investment. Therefore, not only the company, the cities are also struggling tocreate uniqueness to gain an advantage in competition. It is very important to communicate the competitiveadvantages owned by these cities to the public and all parties to ensure the achievement of objectives. Citybranding is a method used to re-brand the city as identification which is expected to reflect the advantages aswell as its uniqueness. Therefore, in 2013 Shining Batu was introduced as a city brand wich expected to bereflect the competitive advantage of Batu City. The purpose of this study is to reveal aspects of the competitiveadvantages Batu City; strategies that are used in communicating it; as well as how big the impact of thecommunication strategy for the visitors Batu City. The paradigm of this research is qualitatively by case studydesign. Data were obtained by interview and documentation. The results showed that the Batu City has threeinterrelated aspects superior to one another that supports the creation of competitive advantages: geographicand agricultural sectors are packed in the development of the tourism sector. At the same time, the governmentdeveloped the program as a means of communicating Shining Batu and reflects the benefits of the city to thepublic. Shining Batu communicated through various forms of promotion that utilizes a wide variety ofcommunication tools; a variety of Tour Package; and held aa variety of routine and incidental events.Questionnaire showed that aim to dominate the number of respondents traveled, which consists of a visitor,where recreational tourist attractions types over a favorite choice than any natural attractions. Hotel is a topchoice for a place to stay. Most visitors make a visit to Batu City more than once.

scholarly journals City branding and museum souvenirs: towards improving the St. Petersburg city brand

2019 ◽  
Vol 12 (4) ◽  
pp. 529-544 ◽  
Author(s):  
Iuliia Trabskaia ◽  
Iuliia Shuliateva ◽  
Rebecca Abushena ◽  
Valery Gordin ◽  
Mariya Dedova
Keyword(s):  
Product Development ◽  
Positive Impact ◽  
Visual Images ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Observation Method ◽  
The City ◽  
Insight Into

PurposeThe purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg.Design/methodology/approachIn total, 76 museums have been studied through the observation method to describe their shops’ inventory in terms of percentages of each product. Mostly St. Petersburg museums were included in the analysis. The observation method enabled the researchers to analyse the inventory of the museum souvenir shops. The findings of the analysis enabled the researchers to reach conclusions about museums’ strategies of product development.FindingsThe research allowed to make the conclusion that although the museum shops in St.Petersburg demonstrate positive tendencies in the development of competitive stores’ products a lot of work is still to be done. Not all museums are characterised by availability of clear strategy for product development. They offer souvenirs (if any) which do not differ from those existing on the market according to topics and functions which are characteristic for them. Recommendations on how to make the product of museum shops more competitive were proposed.Practical implicationsCities need new and fresh ways to create and promote their brands. Museums can contribute to this significantly with the help of souvenirs production. This research will provide insight into the process of how museums can do this by developing their shops’ inventory strategies. Recommendations to improve strategies for creation of competitive product were offered in the paper.Originality/valueIn today’s competitive conditions, museums are creating augmented products and create museum shops. Nevertheless, the role of museum shops in brand creation is underexplored. Museum shops have a high potential for creating high-quality products that may influence the museum and city brand in a positive way, as souvenirs and visual images of museum artifacts play an essential role in making an impression on tourists.

Touring Pittsburgh's Glocal Narratives

2017 ◽  
pp. 25-51
Author(s):  
Kasey Clawson Hudak
Keyword(s):  
Destination Marketing ◽  
City Branding ◽  
City Brand ◽  
Face To Face ◽  
Local Characteristics ◽  
Industrial Cities ◽  
Post Industrial ◽  
Global And Local ◽  
The City

The term “glocal” indicates a co-existence of local characteristics and global conditions that can lead to a co-dependency and counter-relationship between capitalism and culture. The hybridization of these spaces offers opportunities for glocal voices to become meaningful parts of the city brand, yet their inclusion within city branding techniques occurs primarily on the external level, i.e., within tourism or Destination Marketing Organizations' (DMOs) advertisements. This chapter explores how post-industrial cities can leverage the glocal in their city brand communications via narrative. It is argued that narratives reveal authentic perceptions of the city, while highlighting the complexities of a city's glocal identity. This study “tours” Pittsburgh's glocal narratives emerging from face-to-face, print, and online modalities to unearth the vitality of Pittsburgh's city brand for global and local audiences.

SURABAYA SEBAGAI KOTA MARITIM : STRATEGI PEMASARAN CITY BRANDING DAN TANTANGAN DI MASA DEPAN

2018 ◽  
Vol 20 (1) ◽  
pp. 61
Author(s):  
Febrina Hambalah
Keyword(s):  
Marketing Strategy ◽  
Place Branding ◽  
Scientific Work ◽  
City Branding ◽  
Social Construct ◽  
City Brand ◽  
Digital Era ◽  
The People ◽  
History Of ◽  
The City

In today's digital era, each city is competing with another city. Each city features uniqueness that can be highlighted from him, all of it is to attract funding from investors. The ultimate goal is to improve the welfare of the city. Surabaya has been known by the people of Indonesia through the history of Indonesian independence as The City of Heroes. However, the identity as The City of Heroes is not yet strong enough to attract investment and the interest of tourists to invest in this city of Surabaya. Thus a new identity, in this case new branding must be made in order to strengthen the position of Surabaya before the eyes of the community both internal communities within the city of Surabaya, as well as external communities outside the city of Surabaya and abroad.The research method that was used is descriptive qualitative method. This method is by doing observation and analysis of marketing strategy of city branding which have been done by Surabaya city. This scientific work was developed by using literature review approach or literature study.In this research noted that the process of building a city brand is not easy. Especially if the parties involved have a political interest in it. As a social construct, city branding of the city of Surabaya as a city of Maritime will certainly generate various responses from the community. The response can be a positive response, as well as a negative response. Keywords: City Branding, Marketing Strategy, Place Branding

Urban icons and city branding development

2016 ◽  
Vol 9 (3) ◽  
pp. 255-268 ◽  
Author(s):  
Fernando Rey Castillo-Villar
Keyword(s):  
Local Context ◽  
City Branding ◽  
Local Identity ◽  
Visual Aids ◽  
Content Type ◽  
City Brand ◽  
Local Residents ◽  
Positive Experiences ◽  
The City ◽  
Depth Interviews

Purpose The purpose of this paper is to understand how future urban icons can effectively contribute to the development of an authentic city brand linked to local identity. Urban icons have been one of the main tools of city branding to promote a unique and distinctive image of the city. However, the rising of the globalization reflects a series of strong dilemmas regarding the contemporary urban icons because these have been reproduced in a standardized way around the world without any connection to the local context. Design/methodology/approach This exploratory study consisted of 30 in-depth interviews with visual aids of urban icons conducted with local residents of the city of Monterrey, Mexico. Findings The results demonstrate that the acceptance of a contemporary urban icon by local residents depends on their relationship with the most representative aspects of the local identity and their ability to generate positive experiences. The outcomes of the research suggest that future urban icons should favor the local identity and the free coexistence between local residents over the attractive visual design and the private space. Originality/value The article discusses the dynamics between urban icons and the city brand from a new theoretical approach supported by empirical evidence. The novelty of this approach consists of the vision of the urban icon as an element capable of linking the city brand with the values and ideals of local residents.

scholarly journals The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

2020 ◽  
Vol 12 (1) ◽  
Author(s):  
Kristóf Kovács
Keyword(s):  
Brand Identity ◽  
General Assembly ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
City Brand ◽  
The City

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.    

scholarly journals Customer experience management: importance and its impact on various behavioral outcomes

2019 ◽  
Vol 9 (1) ◽  
pp. 45-56
Author(s):  
Kavitha S ◽  
Haritha P
Keyword(s):  
Behavioral Outcomes ◽  
Customer Experience ◽  
Point Of View ◽  
Know How ◽  
Customer Experience Management ◽  
Market Leader

Every organization, whether it‟s a market leader or running to attain that position always think of the importance of customer experience improvement. Happy customers do transactions more, spends more, drives growth and promotes the business whereas unhappy customers damages the business soon and throws it away. To determine how much the business flourishes tomorrow, it‟s important to know how the customers feel about it today. Customer Experience Management views and improves the interactions between the business and the customer entirely from customer‟s point of view. This paper focuses on the importance of customer experience management and its impact on various behavioral outcomes

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