Interrogating place brand – a case of two cities

Abstract

Purpose

This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand.

Design/methodology/approach

Using a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding.

Findings

Three pathways of the flow of causality between nation brand and city brand were emphasised, and problematic themes of interest to focus are recommended as a way forward for aspiring cities to create and improve their global reputation to generate increased footfalls of visitors and investors.

Practical implications

It is possible for cities to create effective brands irrespective of the reputation (strong or weak) of their countries of origin. The implication of the reverse relationship between nation and city brand has the potential to expand the theoretical framework of a place brand.

Originality/value

The study’s uniqueness is in highlighting the different relations between nation branding and city branding that could guide practitioners in actualising a successful city brand project.

Citation

Ojo, S. (2020), "Interrogating place brand – a case of two cities", Qualitative Market Research, Vol. 23 No. 4, pp. 907-932. https://doi.org/10.1108/QMR-11-2017-0151