TY  - JOUR
AB  - Purpose This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.Design/methodology/approach The concept of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand vocabularies and typologies of verbal characteristics of abstract places as products for internal users (residents).Findings In most cases, the place brand vocabularies were consistent and compatible within each abstract type and were unique (mutually exclusive) between the types. The vocabularies contained both detailed and more generalized elements. For each place, short formulations of the general concept were found. Each brand vocabulary reflected the institutional, socio-psychological, cultural, historical and geographic differences of the countries involved in the research.Originality/value A conceptual and methodological framework for creating place brand vocabularies is offered, and it describes the close relationship between multiple internal brand attributes and their concise expressions appropriate for communication and high differentiation among brand attributes that facilitate the recognition of branded places by target and non-target audiences. The framework is applicable for designing verbal attributes of place brands for specific places to avoid overbranding effects.
VL  - 23
IS  - 4
SN  - 1352-2752
DO  - 10.1108/QMR-12-2017-0180
UR  - https://doi.org/10.1108/QMR-12-2017-0180
AU  - Rozhkov Kirill
AU  - Khomutskii Konstantin
AU  - Romanowski Robert
AU  - Muniz-Martinez Norberto
PY  - 2020
Y1  - 2020/01/01
TI  - Place overbranding and how to prevent it: Combining two conceptual and methodological approaches
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 979
EP  - 999
Y2  - 2024/04/24
ER  -