Branding Porto

2019 ◽  
pp. 198-219 ◽  
Author(s):  
Clarinda Rodrigues
Keyword(s):  
Place Identity ◽  
Brand Identity ◽  
Supply Side ◽  
Creation Process ◽  
Dynamic View ◽  
External Stakeholders ◽  
Key Driver ◽  
Place Brand ◽  
Destination Brand

Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.

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.

Tell me your story: Branding destinations through residents’ (place) stories

2021 ◽  
pp. 135676672110605
Author(s):  
Nicole A. Hay ◽  
P. Monica Chien ◽  
Lisa Ruhanen
Keyword(s):  
Participatory Approach ◽  
Place Identity ◽  
Brand Identity ◽  
Future Research ◽  
Destination Marketing ◽  
Marketing Practice ◽  
Destination Branding ◽  
Internal Stakeholders ◽  
Destination Brand ◽  
Practical Implications

Concerns have been raised that destination branding often overlooks the destination's internal stakeholders, and in some cases, has resulted in a brand identity that does not reflect the meanings and emotions that residents attach to places. Consequently, scholars have advocated for a more participatory approach to destination branding in which residents’ sense of place can be acknowledged, represented, and operationalized. This paper synthesizes these arguments and demonstrates that such an approach can be achieved by embracing residents’ place stories. Through storytelling, residents construe different facets of the place identity that is the foundation of destination brand identity. Hence, the purpose of this paper is to investigate the role, constituents, and effects of storytelling in destination branding, particularly exploring whose stories should be told and how these stories should be conveyed. In doing so, a participatory approach to destination branding is presented that employs residents’ place stories as a genuine form of participation in the destination branding process. Lastly, an agenda for future research is proposed, and practical implications for destination marketing practice are discussed.

scholarly journals Exploring Destination Identity and Destination Image in The New Age of Tourism: a Case Study of Bali Brand

2016 ◽  
Author(s):  
Ni Made Asti Aksari ◽  
I Komang Gde Bendesa
Keyword(s):  
Web 2.0 ◽  
Destination Image ◽  
The Internet ◽  
Supply Side ◽  
Destination Branding ◽  
Travel Information ◽  
Destination Brand ◽  
The Relationship ◽  
Share Information

Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. However, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear.  The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy.

scholarly journals Who really creates the place brand? Considering the role of user generated content in creating and communicating a place identity

1970 ◽  
pp. 9-24
Author(s):  
Heather Skinner
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Formation Process ◽  
Brand Image ◽  
Place Identity ◽  
Brand Identity ◽  
Identity Creation ◽  
Unique Event ◽  
Local Municipality ◽  
Place Brand

This paper explores online and social media users’ contributions to place identity creation, challenging the role and importance of various actors in the place brand identity and place brand image formation process. Findings arise from a content analysis of 149 separate photographs of a unique event that takes place on the Greek island of Corfu as part of the Orthodox Easter festival. Findings are also informed by autoethnographic reflexivity from the researcher’s own participation in and observation of the event, and 84 images from the researcher’s own photographic record of the event. Comparisons are drawn between social media users’ images and those communicated by the local Municipality through 7 relevant images reproduced in the official Easter on Corfu brochure. The images uploaded by social media users were not vastly different in terms of content from those of the local authority, and were also similar to those taken by the researcher. Perhaps it may be time for place branders to not only voluntarily give up their perceptions of control over at least part of the identity formation process and encourage contributions from wider stakeholders, but to no longer perceive them as mere consumers of the brand, but also as its co-creators. However, this will require another shift in academic understanding of place brand identity and place brand image, which may be difficult to achieve considering that there has only recently been reached a certain level of agreement within the extant literature about the various definitions of terms associated with these constructs.

Co-creating consistent brand identity with employees in the hotel industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sung-Yun (Ashley) Chung ◽  
John Byrom
Keyword(s):  
Employee Participation ◽  
Brand Identity ◽  
Case Study Approach ◽  
Content Type ◽  
Creation Process ◽  
Brand Knowledge ◽  
Study Approach ◽  
Emotional Bonds ◽  
Identity Elements

Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process. Design/methodology/approach A longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective. Findings The brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work. Research limitations/implications This research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation. Originality/value The case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.

scholarly journals University brand name management in Vietnam context: from brand identity viewpoint

2013 ◽  
Vol 16 (2) ◽  
pp. 117-126
Author(s):  
Khoa Tien Tran
Keyword(s):  
Brand Identity ◽  
Brand Name ◽  
University Administrators ◽  
Building Relationships ◽  
Study Approach ◽  
University Branding ◽  
External Stakeholders ◽  
Multiple Case ◽  
Internal Stakeholders

This study employs qualitative multiple-case study approach to explore the perceptions of university branding and brand managing in Vietnamese universities. The finding shows that three studied universities are applying brand identity approach (Hatch and Schultz, 1997). Among internal stakeholders, students, faculties and alumni play important roles as university administrators in communicating and disseminating university’s image to external stakeholders. In the Vietnamese context, universities are, seemingly, branding by building relationships with some stakeholders rather than by advertising on media.

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.

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.

THE EVOLVEMENT OF BRAND IDENTITY OF LANGKAWI ISLAND, MALAYSIA

2016 ◽  
Author(s):  
Mohd Fadil Mohd Yusof ◽  
Hairul Nizam Ismail
Keyword(s):  
Identity Development ◽  
Theoretical Aspect ◽  
Destination Image ◽  
Brand Identity ◽  
Destination Branding ◽  
Historical Perspectives ◽  
Close Relationship ◽  
Destination Brand ◽  
Destination Management Organizations

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since the 1980s until the present time as to how this involvement influences the formation of its brand identity and later, the existing destination image. Based on in-depth interviews with eleven different levels of managers of separate divisions for destination management organizations (DMOs) in Langkawi Island, Malaysia, theoretically, the findings provide an opportunity to expand the knowledge of destination brand identity development and the involvement of DMOs in influencing image making over time. Practically, the findings indicate three key important antecedents of brand identity development efforts related to: (1) the effects from multiple positioning themes and slogans, (2) the important of brand coordination, and (3) brand leadership issue. These empirical findings provide new insights into enhancing the theoretical aspect of managing a destination brand, including its close relationship with issues faced by destination marketing organizations in managing destination branding strategy. Thus, using the case study of Langkawi Island, the context of multiple identities or image fragmentation is important to be understood due to the different perceived ideas on how the image should be projected according to stakeholders and market segmentation.

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