scholarly journals Strategic Communication for Place Brand Management

2021 ◽  
Vol 6 (2) ◽  
pp. 282-292
Author(s):  
Muhamad Fazil Bin Ahmad ◽  
Tuan Sharifah Azura Tuan Zaki
Keyword(s):  
Brand Management ◽  
Place Branding ◽  
Strategic Communication ◽  
Learning Networks ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Complex Process ◽  
Strongly Connected ◽  
Place Brand

To clarify how the communicational objectives such as message efficiency, creating learning networks and sharing knowledge represent guidelines for any strategy that looks at developing a current distribution of information. Place branding management is one of the segments in destination branding, is a complex process of branding an entire country or a part of it. The Strategic Place Brand-Management model (SPBM-model by Hanna and Rowley, 2011) comprises of nine (9) dimensions which are argued to be important parts in the place branding process and research. This chapter aim to understand how place brand copes with the components in the SPBM-model, and to perceive which components in the SPBM-model that can be seen as the most important components based on a case study the perceptions of the city residents Kuala Terengganu, Malaysia. By positioning the Kuala Terengganu place branding process with the SPBM-model, it can be understood that all components are strongly connected to each other. Of all nine (9) components, three (3) of them which are evaluation, infrastructure and stakeholders should be given special attention if they are serious in branding Kuala Terengganu as one of the most attractive tourist destinations in the world.

An analysis of product-place co-branding: the case of Ceylon Tea

2017 ◽  
Vol 29 (1) ◽  
pp. 200-214 ◽  
Author(s):  
Wasanee Tharanga Ranasinghe ◽  
Park Thaichon ◽  
Malanee Ranasinghe
Keyword(s):  
Brand Management ◽  
Place Branding ◽  
Content Type ◽  
Secondary Sources ◽  
Tea Industry ◽  
Place Brand ◽  
Analyse Data ◽  
Advance Knowledge ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry. Design/methodology/approach Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation. Findings Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context. Practical implications The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding. Originality/value Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

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 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 Managing Heritage Tourism Brand in South Africa: A Synthesis of Literature

2021 ◽  
Vol 10(4) (10(4)) ◽  
pp. 1302-1320
Author(s):  
Thembinkosi Gumede ◽  
Ikechukwu Ezeuduji
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Heritage Tourism ◽  
Strong Relationship ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Geographical Regions ◽  
Key Factor ◽  
Tourism Destinations ◽  
Management Capabilities

This paper aims to explore how branding essentials can foster or derail heritage tourism growth. Brand management capabilities support heritage tourism destinations such as South Africa to achieve competitive advantage in the global tourism marketplace. Heritage tourism destinations in Africa operate within a highly competitive environment as most of them offer identical products and services to their clientele. Unique historical and political backgrounds associated with particular geographical regions foster their heritage tourism growth. Subsequently, in South Africa, different forms of tourism that exist within the heritage tourism niche such as cultural tourism have gained immense popularity as they attract numerous domestic and international tourists to heritage tourism sites. Branding as a composite of numerous essentials including, but not confined to, brand essence, brand image and brand loyalty, is believed to be a key factor that can either stimulate or hinder heritage tourism growth in tourist destinations including South Africa. A conceptual model has been developed in this paper, based on the interlinkages between the key essentials of destination branding and how they influence heritage tourism growth. This paper posits that there is a strong relationship and interrelatedness between destination branding and heritage tourism growth.

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.

Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katrina Sandbach
Keyword(s):  
Stakeholder Participation ◽  
Place Branding ◽  
Creative Industries ◽  
Content Type ◽  
Blue Mountains ◽  
Study Approach ◽  
Brand Authenticity ◽  
Field Notes ◽  
Place Brand

Purpose This paper discusses the notion of authenticity and the role of local creatives in the place branding process based on a case study of Mtns Made, a brand for the creative industries in the Blue Mountains of Sydney, Australia. This paper aims to examine the development, implementation and management of a place brand from the ground-up and explore the implications for a situated place branding practice. Design/methodology/approach The concept of brand culture was used as a theoretical lens to view place branding. A qualitative case study approach was taken, incorporating the collection of primary and secondary documents, observation of online platforms and real-world events, field notes and personal reflection from an insider position. Findings The findings of this study suggest that local creatives can and have played a central role in place branding. The study also illustrates a model for place branding that centres on stakeholder participation in an ongoing process. Originality/value Local culture and creativity are largely viewed as assets for place branding; this paper draws attention to the agency of local creatives in the place branding process. This study offers three pillars of place brand authenticity and establishes a framework for place brand analysis based on a branding design strategy.

Effectiveness of Destination Branding. The Example of National Tourism Organizations

2020 ◽  
Vol 11 (4) ◽  
pp. 779
Author(s):  
Mirosław MARCZAK ◽  
Jacek BORZYSZKOWSKI
Keyword(s):  
Brand Management ◽  
National Level ◽  
Destination Branding ◽  
Tourist Destinations ◽  
Whole Process ◽  
Brand Development ◽  
Collection Data ◽  
Questionnaire Form ◽  
Destination Brand

Branding is considered to be the most effective way to improve the quality of operations undertaken in numerous sectors of economy. It also plays an important role in creating images of many tourist destinations. National Tourism Organizations (NTOs) are responsible for that task in particular countries. The main aim of the article is an attempt at providing a simplified evaluation of effectiveness related to operations (or operation fields) undertaken by NTOs in the process of brand management at the national level, especially activities undertaken in favor of brand development. The main effectiveness measure is a medium-term rate of the change in the number of tourist visits in countries where the analyzed NTOs were operating in the years of 2007-2017. The analysis includes 81 organizations. The basic tool applied for the research is a questionnaire form and the whole process of data collection, data verification and the comparative statistical analysis is completed in six stages. The research indicates the significant role of branding among the operations undertaken by the analyzed organization. It also indicates the fact that branding is an efficient and indispensable element in the process of destination brand management at the national level. The results of the research confirm the fact that the analyzed organizations consider branding as one of their most effective activities aimed at encouraging the highest number of foreign tourists to visit their countries.

An assessment of place brand potential: familiarity, favourability and uniqueness

2016 ◽  
Vol 9 (3) ◽  
pp. 269-288 ◽  
Author(s):  
Chung-Shing Chan ◽  
Mike Peters ◽  
Lawal M. Marafa
Keyword(s):  
Brand Equity ◽  
Public Diplomacy ◽  
Brand Management ◽  
Place Branding ◽  
Three Dimensions ◽  
Research Directions ◽  
Content Type ◽  
Place Brand Equity ◽  
Management And Development ◽  
Place Brand

Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

scholarly journals Place brand communication as aspirational talk-further exploring the constitutive model of communication

1970 ◽  
pp. 79-88
Author(s):  
Cecilia Cassinger
Keyword(s):  
Constitutive Model ◽  
Everyday Life ◽  
Qualitative Case Study ◽  
Place Branding ◽  
The Political ◽  
Brand Communication ◽  
Concrete Action ◽  
Place Brand ◽  
The City

This paper introduces the concept of aspirational talk to examine the constitutive features of place brand communication. Aspirational talk builds on a performative view of communication and is characterised by a gap between future-oriented visionary talk and concrete action. The study explores place brand communication as aspirational talk through a qualitative case study of how place branding is used to drive changed in two Swedish cities. Two ideological different aspirations are identified and contrasted. It is argued that aspirational talk helps us to further understand the gap between the political visions and ideals that underpin place brand communication and residents’ everyday life in the city.

scholarly journals Creating and positioning the image of a territorial unit

2020 ◽  
Vol 2020 (146) ◽  
pp. 51-60
Author(s):  
Wiesław CIECHOMSKI ◽  
Keyword(s):  
Design Methodology ◽  
Feedback Loop ◽  
Brand Management ◽  
Destination Branding ◽  
Visual Identity ◽  
Territorial Unit ◽  
Unique Identity ◽  
Place Brand ◽  
The Creation

Purpose: The aim of this article is to characterize and analyse the activities undertaken by the 6 authorities of territorial units such as cities, municipalities and districts for the purpose of 7 creating their identity and image. 8 Design/methodology/approach: The paper applies the method of descriptive characterization 9 of market phenomena and processes as well as referring to the literature on spatial marketing. 10 Findings: There is a feedback loop between the objective identity of a given town or city and 11 its subjective image because the unique identity promotes the creation of an optimal image, 12 while the unique image determines the undertaking of specific actions aimed at building 13 identity; including such elements of visual identity as the place’s logo, coat of arms and flag, 14 markings on the vehicles of town institutions, etc. 15 Originality/value: The author comprehensively describes the category of a spatial unit’s 16 image, its definitions and functions, and then proceeds to issues of classifying image types, 17 the identity of a place brand, as well as place brand management, which is also referred to as 18 destination branding.

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