Destination@-Branding and Re-Branding of Ten European Capitals

2021 ◽  
pp. 1690-1708
Author(s):  
Elena Bocci ◽  
Annamaria Silvana de Rosa ◽  
Laura Dryjanska
Keyword(s):  
Brand Image ◽  
Social Representations ◽  
Research Programme ◽  
Place Identity ◽  
Brand Identity ◽  
Structural Elements ◽  
Destination Branding ◽  
The Social ◽  
Graphic Elements

This contribution is a part of a broad research programme on Place-identity and Social Representations of European Capitals in first visitors of six different nationalities. In accordance with the model of “destination branding” including: brand identity, brand image and brand element mix (name, logo, sign, design, symbol, slogan…), this contribution focuses on the institutional stems and commercial logos and compares these iconic structural elements of the brands of ten historical European Capitals. The research also compares the social representations evoked by the brands among potential first-visitors. Moreover, this chapter analyses the recent transformations of some commercial brands in a longitudinal perspective (re-branding). Finally, this contribution integrates the results of the analysis of the main graphic elements of the branding in the framework of the more complex research programme, suggesting a preliminary overview of the Destination@-Branding focused on the iconic social representations.

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 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.

scholarly journals Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

2015 ◽  
Vol 13 (4) ◽  
pp. 865-874
Author(s):  
Pedro Costa Carvalho ◽  
◽  
Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽  
Paulo Matos Graça Ramos ◽  
◽  
...  
Keyword(s):  
Conceptual Model ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Identity ◽  
Brand Associations ◽  
Destination Branding ◽  
Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos

2019 ◽  
pp. 493-509
Author(s):  
Elena Bocci ◽  
Annamaria Silvana de Rosa ◽  
Laura Dryjanska
Keyword(s):  
Ad Hoc ◽  
Social Representations ◽  
The Other ◽  
Destination Branding ◽  
Historical Aspects ◽  
Associative Network ◽  
Other Hand ◽  
The Social ◽  
Urban Narratives ◽  
History Of

The chapter compares the social representations evoked by brands of the 10 European capitals (Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels, and Lisbon) among potential first-visitors. The associative network technique has been applied using as iconic stimuli both the institutional stems and the commercial logos of each of the 10 capitals. Moreover, a grid has been created ad hoc to identify the distinctive elements of the institutional stems and the commercial logos. The analysis of the institutional stems resulted in detecting some elements that many cities have in common: textual elements (words written in Latin) as well as royal, military, and symbolic elements, evoking especially mythological and historical aspects, narrating the history of the cities since their foundation. On the other hand, the commercial logos always include the names of the cities, and as iconic urban narratives, they use abstract signs to recall modern aspects and topicality of the brand. They meet the city's identity-related needs of distinctiveness and recognition.

Destination @-Branding of Ten European Capitals Through the Institutional Stems and Commercial Logos

2018 ◽  
pp. 4038-4051 ◽  
Author(s):  
Elena Bocci ◽  
Annamaria Silvana de Rosa ◽  
Laura Dryjanska
Keyword(s):  
Ad Hoc ◽  
Social Representations ◽  
The Other ◽  
Destination Branding ◽  
Historical Aspects ◽  
Associative Network ◽  
Other Hand ◽  
The Social ◽  
Urban Narratives ◽  
History Of

The research compares the social representations evoked by brands of the ten European Capitals (Rome, London, Paris, Helsinki, Vienna, Warsaw, Berlin, Madrid, Brussels and Lisbon) among potential first-visitors. The associative network technique has been applied using as iconic stimuli both the institutional stems and the commercial logos of each of the ten Capitals. Moreover, a grid has been created ad hoc to identify the distinctive elements of the institutional stems and the commercial logos. The analysis of the institutional stems resulted in detecting some elements that many cities have in common: textual elements (words written in Latin) as well as royal, military and symbolic elements, evoking especially mythological and historical aspects, narrating the history of the cities since their foundation. On the other hand, the commercial logos always include the names of the cities and as iconic urban narratives they use abstract signs to recall modern aspects and topicality of the brand. They meet the city's identity-related needs of “distinctiveness” and “recognition”.

The construction of icons as a means of access to the social representation of culture

2017 ◽  
Vol 24 (2) ◽  
pp. 212-232 ◽  
Author(s):  
Ida Galli ◽  
Roberto Fasanelli ◽  
Emanuele Schember
Keyword(s):  
Social Sciences ◽  
Ad Hoc ◽  
Social Representations ◽  
Social Representation ◽  
Structural Elements ◽  
Physical Sciences ◽  
Social Sciences And Humanities ◽  
The Social ◽  
Data Production ◽  
And Gender

The purpose of this study is to identify the structural elements—and their interrelations—of social representations of culture, circulating among university students. This approach has been employed by many researchers to provide a first level of exploration in terms of descriptions, evaluations, information, and prototypes related to the object of representation. The aim is also to explore if these social representations are different, starting from specific variables, mainly data production context and gender. The sample is made of 620 students (average age of 22) balanced on gender and discipline (physical sciences and engineering, social sciences and humanities, life sciences). We chose a quali-quantitative approach using an ad hoc questionnaire based on the Prototypical Stimuli. In particular, we asked the participants to choose from 18 social constructed (in a pilot study) icons of culture, the five prototypical ones. Then we asked them to write an explanation on the choice of each icon they selected and in the end to classify those icons in order of importance. The collected data were analyzed using the Hierarchical Evocations Technique. Results show the existence of hegemonic representations of culture, shared by all the participants. The theoretical and methodological implications will be presented and discussed.

Commitment to pro- versus counter-attitudinal behavior and the dynamics of social representations

2002 ◽  
Vol 61 (1) ◽  
pp. 34-44 ◽  
Author(s):  
Eric Tafani ◽  
Lionel Souchet
Keyword(s):  
Higher Education ◽  
Social Representations ◽  
Cognitive Restructuring ◽  
Social Representation ◽  
Two Dimensional ◽  
Dimensional Model ◽  
Social Actions ◽  
The Social ◽  
Two Dimensional Model ◽  
Students Attitudes

This research uses the counter-attitudinal essay paradigm ( Janis & King, 1954 ) to test the effects of social actions on social representations. Thus, students wrote either a pro- or a counter-attitudinal essay on Higher Education. Three forms of counter-attitudinal essays were manipulated countering respectively a) students’ attitudes towards higher education; b) peripheral beliefs or c) central beliefs associated with this representation object. After writing the essay, students expressed their attitudes towards higher education and evaluated different beliefs associated with it. The structural status of these beliefs was also assessed by a “calling into question” test ( Flament, 1994a ). Results show that behavior challenging either an attitude or peripheral beliefs induces a rationalization process, giving rise to minor modifications of the representational field. These modifications are only on the social evaluative dimension of the social representation. On the other hand, when the behavior challenges central beliefs, the same rationalization process induces a cognitive restructuring of the representational field, i.e., a structural change in the representation. These results and their implications for the experimental study of representational dynamics are discussed with regard to the two-dimensional model of social representations ( Moliner, 1994 ) and rationalization theory ( Beauvois & Joule, 1996 ).

Liberté d'opinion et limite normative dans une représentation sociale: le développement de l'intelligence 1Ce texte reprend l'essentiel d'un exposé présenté en juin 1998 à la Faculté de Psychologie et des Sciences de l'Education de Genève, à l'occasion de la collation du Doctorat Honoris Causa de l'Université de Genève à l'auteur.

1999 ◽  
Vol 58 (3) ◽  
pp. 201-206 ◽  
Author(s):  
Claude Flament
Keyword(s):  
Social Representations ◽  
The Social ◽  
The Individual

This paper is concerned by a possible articulation between the diversity of individual opinions and the existence of consensus in social representations. It postulates the existence of consensual normative boundaries framing the individual opinions. A study by questionnaire about the social representations of the development of intelligence gives support to this notion.

Social Representations and Commitment

2018 ◽  
Vol 23 (3) ◽  
pp. 233-249 ◽  
Author(s):  
Eric Bonetto ◽  
Fabien Girandola ◽  
Grégory Lo Monaco
Keyword(s):  
Social Representations ◽  
Social Representation ◽  
Second Line ◽  
Review Of The Literature ◽  
First Line ◽  
Research Perspectives ◽  
The Social ◽  
Bibliographic Search ◽  
English Articles

Abstract. This contribution consists of a critical review of the literature about the articulation of two traditionally separated theoretical fields: social representations and commitment. Besides consulting various works and communications, a bibliographic search was carried out (between February and December, 2016) on various databases using the keywords “commitment” and “social representation,” in the singular and in the plural, in French and in English. Articles published in English or in French, that explicitly made reference to both terms, were included. The relations between commitment and social representations are approached according to two approaches or complementary lines. The first line follows the role of commitment in the representational dynamics: how can commitment transform the representations? This articulation gathers most of the work on the topic. The second line envisages the social representations as determinants of commitment procedures: how can these representations influence the effects of commitment procedures? This literature review will identify unexploited tracks, as well as research perspectives for both areas of research.

The Social Representations of Medical Clinic Nurses on Oncology Palliative Care: a Procedural Approach

2017 ◽  
Vol 1 (5) ◽  
Author(s):  
Virgínia Xavier Pereira da Silva ◽  
Raquel de Souza Ramos ◽  
Olga Veloso da Silva Oliveira ◽  
Lailah Maria Pinto Nunes ◽  
Sergio Correa Marques ◽  
...  
Keyword(s):  
Palliative Care ◽  
Social Representations ◽  
Medical Clinic ◽  
Procedural Approach ◽  
The Social
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