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1 – 10 of over 2000Run Zhao, Jurian Edelenbos and Martin de Jong
The purpose of this study is to investigate the relationship between being an inclusive city and branding oneself as such, as more cities adopt the inclusive city concept as part…
Abstract
Purpose
The purpose of this study is to investigate the relationship between being an inclusive city and branding oneself as such, as more cities adopt the inclusive city concept as part of their brand identity.
Design/methodology/approach
This paper builds theory by introducing a typology that categorizes cities based on their level of inclusion and degree of branding, supplemented by an analysis of the branding practices and identities. Integrating the literature on inclusive city and city branding, with a specific focus on the inherent conflict between their sharing and competing attributes, this research postulates that a city may choose to engage in being inclusive and branding itself as such in various ways depending on its dominant motivations of altruism or entrepreneurialism.
Findings
Four distinct types of inclusive city branding are identified: inclusion ambassadors (high inclusion and high branding); innate champions (high inclusion and low branding); façade marketers (low inclusion and high branding); and silent segregators (low inclusion and low branding). Furthermore, it underscores that inclusive city branding is shaped by the interplay of entrepreneurialism and altruism, not just a city’s inclusion. Different branding practices, such as media-generated images, narratives and events, are emphasized when entrepreneurialism is the primary motivation, whereas iconic architecture buildings, flagship projects and long-term policies are more associated with altruism.
Originality/value
This study develops a typology to unravel the paradoxical aspects of inclusive city branding. Examining the intersection of city branding motivations and practices enriches existing literature. Moreover, its findings offer valuable insights for cities grappling with the implementation of contentious inclusive branding strategies, thereby bridging theory with practical applications.
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Abdulrhman Alsayel, Jan Fransen and Martin de Jong
The purpose of this study is to examine how five different multi-level governance (MLG) models affect place branding (PB) performance in Saudi Arabia.
Abstract
Purpose
The purpose of this study is to examine how five different multi-level governance (MLG) models affect place branding (PB) performance in Saudi Arabia.
Design/methodology/approach
In hierarchical administrative systems, central governments exert control on PB, influencing its effectiveness. While PB as such is widely studied, the effect of MLG on PB performance in centralized administrative systems remains understudied. The study is approached as a multiple case study of nine cities.
Findings
The study reveals that different MLG models indeed affect PB performance differently. Direct access to central leadership and resources boosts branding performance, while privatization promotes flexibility with similarly positive effects. Study findings, furthermore, show that some cities are considered too big to fail. Cities such as Riyadh and Neom are of prime importance and receive plenty of resources and leadership attention, while others are considered peripheral, are under-resourced and branding performance suffers accordingly. Emerging differences in PB performance associated with different MLG models are thus likely to deepen the gap between urban economic winners and losers.
Originality/value
This paper introduces five MLG models based on the actors involved in PB, their interactions and their access to resources. For each model, this paper assesses other factors which may influence the effectiveness of PB as well, such as access to the national leadership and staff capacity. This research thereby adds to the literature by identifying specific factors within MLG models influencing PB performance in hierarchical administrative systems.
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Sebastian Zenker and Erik Braun
City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as…
Abstract
Purpose
City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.
Design/methodology/approach
The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.
Findings
The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.
Practical implications
The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.
Originality/value
The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.
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Laura Ripoll Gonzalez and Fred Gale
This study aims to explore whether adopting a sustainability narrative in city branding and urban development strategies results in more inclusive governance arrangements…
Abstract
Purpose
This study aims to explore whether adopting a sustainability narrative in city branding and urban development strategies results in more inclusive governance arrangements (process) and a more pluralistic approach to generating sustainability value (outcome), in line with the triple bottom line approach advocated by the United Nations’ Sustainable Development Goals (SDGs). The authors argue that a necessary step to enable meaningful sustainable urban development is to rethink the way in which “value” and “value creation” are being interpreted in urban development policies and city branding narratives.
Design/methodology/approach
Mixed-methods case study of New York City’s (NYC) urban development and city branding strategies (2007–2019) combining analysis of academic and grey literature on NYC’s urban development and city branding, value hierarchies in NYC urban development strategic plans and local media reports covering NYC’s development and branding processes.
Findings
Despite claiming commitment to urban sustainability, NYC’s urban development and branding narratives reveal a clear dominance of interpreting “value” primarily as “exchange value”, thus prioritising economic growth.
Research limitations/implications
In the authors’ view, a systemic, systematic and structured approach to generating “sustainability value” is necessary if city branding is to become a governance tool to support sustainable urban development. A “tetravaluation” approach is recommended as a practical, structured framework that can bridge across the ideas of “sustainability value” and “pluralistic governance”, ensuring effective implementation. Further investigation in additional urban contexts is required.
Originality/value
The research contributes to current scholarly debates towards more balanced and pluralistic conceptions of “value” and place branding as a more holistic, participatory and democratic governance model for sustainable urban development.
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Songming Feng, Adele Berndt and Mart Ots
Building on Kavaratzis and Hatch’s (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation…
Abstract
Purpose
Building on Kavaratzis and Hatch’s (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation process and how residents used social media to participate in the process of shaping a city brand during a crisis.
Design/methodology/approach
Adopting an interpretive and social constructionist approach, this study analyses a sample of 187 short videos created and posted by Wuhan residents on the social media app Douyin during a COVID-19 lockdown. The authors read the videos as cultural texts and analysed underlying social processes in the construction of place brand identity by residents.
Findings
This study develops an adapted conceptual model of place identity formation unfolding in four sub-processes: expressing, impressing, mirroring and reflecting, and each sub-process subsumes two dimensions: the social and the spatial. In addition, this study empirically describes how residents participated in place branding processes in two ways, namely, their construction of city brand identity via communicative practice and their exertion of changes to a city brand during a crisis. The model reveals how place brands emerge and can be transformed.
Originality/value
This paper amplifies Kavaratzis and Hatch's (2013) identity-based place branding model by testing it in an empirical study and highlighting the social and spatial dimensions. This paper contributes to research about participatory place branding by exploring how residents participated in the place branding process. This study analysed short videos on social media, a new communication format, rather than textual narratives dominating past studies.
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Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial…
Abstract
Purpose
Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the city follow a strategy to meet the shared expectations of stakeholders instead of trying to create separate images toward different audiences. The paper aims to discuss these issues.
Design/methodology/approach
Therefore, this study selects the bottom-up approach from the viewpoint of Danang students whose requirement is consistent with those of investors, citizens and tourists.
Findings
The finding represents the initial associations of students about Danang as a livable, friendly, dynamic, modern coastal city of tourism and development with many opportunities, potential, attraction, integration and hometown feel. These salient images are exceeded from city characteristics, such as natural endowment, leisure places, beautiful scenes, diverse cuisine, peaceful, suitable living environment, orderly traffic, infrastructure and local people. Besides, crowded caused by development and population growth leads to an unpleasant feeling about narrow spaces but can be overwhelmed by the bustle. Although the result shows the success of Danang in communication, it also figures out the loss of the livable image in local students’ minds.
Practical implications
Hence, Danang must boost the positive effects of tourism development and limit its negative side. University–city cooperation through co-branding strategies can be considered a solution.
Originality/value
The study contributes not only to branding Danang but also to the literature because this is the first complete application of the Zaltman metaphor elicitation technique in city branding.
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Andriani Kusumawati, Rizki Yudhi Dewantara, Devi Farah Azizah and Supriono Supriono
This study aims to investigate city branding as a post-pandemic COVID-19 outcome factor on brand satisfaction, brand experience, perceived risk and revisit intention. In addition…
Abstract
Purpose
This study aims to investigate city branding as a post-pandemic COVID-19 outcome factor on brand satisfaction, brand experience, perceived risk and revisit intention. In addition, this research contributes to the discussion of post-COVID-19 city branding that needs to be considered in the development of future tourism marketing.
Design/methodology/approach
A quantitative approach was used with PLS-SEM statistical analysis and a 263-tourist sample. The study was conducted on tourists from Malang Regency in Indonesia by distributing questionnaires modified from previous studies in a similar context.
Findings
The results of this study found that there were significant influences of city brand personality on brand experience, brand satisfaction, brand experience on perceived risk, brand satisfaction on revisit intention and perceived risk on revisit intention. This study also presents the mediating role.
Research limitations/implications
The study was only conducted on a small regency in Indonesia, and therefore the results cannot be generalized for other cities over the world.
Practical implications
The proposed study model suggests that stakeholders must seek to socialize services to potential tourists, so that tourists can understand the description of tourism activities that can be enjoyed during the COVID-19 pandemic and the way they travel in the future.
Social implications
Understanding the determinant factors of city branding post-COVID-19 was valuable for developing marketing strategies to cope with intense competition among the city.
Originality/value
This study emphasizes the determinants of COVID-19 perceived risk and revisit intentions as explained in the tourism marketing literature by considering the role of brand satisfaction, brand experience and city brand personality which significantly contribute to build the city competitiveness. Therefore, various creative strategies should be implemented to promote the city as well as escalate tourist visits without ignoring the pandemic’s risks.
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Listening to the customers has long been a key phrase and success element in product branding. This paper aims to highlight the importance of listening to residents during the…
Abstract
Purpose
Listening to the customers has long been a key phrase and success element in product branding. This paper aims to highlight the importance of listening to residents during the branding of a place. The study explores ways of listening to residents to ensure they are heard and also discusses the challenges and benefits related to place branding flowing from having residents participate in decision-making processes.
Design/methodology/approach
Listening to residents and offering opportunities to participate requires place branders to fully attend to, comprehend and respond to residents’ comments, requests, ideas and feedback. This study reports on how two Nordic cities – Turku and Helsinki – listen to their residents. The data used comprise face-to-face interviews, telephone and e-mail conversations and documentary material.
Findings
Residents should not be considered as one homogeneous target; participation options and channels should be adapted to the demographics and geographic issues of the different regions and resident groups.
Research limitations/implications
The role of residents and the importance of listening are crucial features in the emerging concept of inclusive place branding (Kavaratzis et al., 2017); its future conceptual development could benefit from the case examples at hand.
Practical implications
City authorities should listen to residents and provide them with opportunities to actively contribute to decision-making. Other cities could learn from the examples introduced in the paper.
Originality/value
This paper documents two Nordic examples of cities putting into practice a policy of listening to the residents, a previously neglected research area.
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Fabiana Gondim Mariutti and Janaina de Moura Engracia Giraldi
The purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value.
Abstract
Purpose
The purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value.
Design/methodology/approach
By interviewing international participants, this study was exploratory and interpretative; thematic analysis was performed for a broader understanding about place brand equity.
Findings
The Roadmap of Brand Equity is provided by proposing three “pathways” founded on core value drivers as “road signs” (potential influences or main variables of the value of a place brand), which are required to be strategically monitored and aligned to place branding activities to enhance the value of a city, region or country. Value drivers of place brand equity and the roadmap of place brand equity are proposed through the figures.
Research limitations/implications
A natural progression of this study is the investigation of place brand equity by applying statistical procedures for measuring places. Due to specific locations’ (often) unfavorable and threatening reputations worldwide, the key value-drivers (government initiatives, stakeholders' perceptions, residents’ engagement, news media, social media and real data indexes) are noted as influential partakers – either separated or combined – when analyzing their brand equity.
Practical implications
Both proposed archetypes suggest applications for several co-creators involved in public or private places, which can be beneficial for both emerging and non-emerging countries, regions or cities. Furthermore, both may be applied to the analysis of other places (e.g. universities, schools, museums, public squares, airports, hospitals, etc.).
Social implications
This study may inspire planning and actions for public policies, including private partnerships, government initiatives and practical endeavors.
Originality/value
This is one of the first studies to perform an analysis of brand equity of places under a qualitative approach and to propose strategical frameworks for both research and practice.
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