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Article
Publication date: 9 March 2012

Mihalis Kavaratzis

The purpose of this paper is to focus on the role of stakeholders in the creation, development and ultimately ownership of place brands. The paper contributes towards…

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Abstract

Purpose

The purpose of this paper is to focus on the role of stakeholders in the creation, development and ultimately ownership of place brands. The paper contributes towards laying the foundations of a participatory view of place branding. It establishes an urgent need to rethink place branding towards a more participation‐oriented practice. This is based on the centrality of stakeholders in the creation, development and ownership of place brands. The role of stakeholders goes well beyond that of customers/consumers as they are citizens who legitimize place brands and heavily influence their meaning.

Design/methodology/approach

The paper highlights a turn towards stakeholder‐oriented place branding in recent literature. This is contrasted to a critical evaluation of place branding practice where stakeholders are paid “lip service” regarding their participation, rather than being given opportunities to get more fully involved in the development of their place brand.

Findings

An emerging discussion is identified on the significance of stakeholders. This is integrated with additional arguments for stakeholders' participation found in the political nature of place branding, in the concept of “participatory branding” and in the changes that on‐line communication has brought about.

Practical implications

The participatory approach introduced here re‐evaluates the role of both stakeholders and place brand managers. It also implies a significant change in the perceived role of analysis within the place branding process. A re‐direction of branding budgets is also suggested.

Originality/value

The paper provides a clear description of the role of stakeholders in place branding. It brings together for the first time in an integrated manner several arguments for stakeholders' participation. These lead to the conclusion that effective place brands are rooted in the involvement of stakeholders and substantiate the call made here for participatory place branding.

Details

Journal of Place Management and Development, vol. 5 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 25 July 2008

Mihalis Kavaratzis and Gregory Ashworth

This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through…

4969

Abstract

Purpose

This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through discrete phases, which differ in their sophistication as well as in their approaches and objectives. Secondly, to identify and articulate significant issues, which will determine the “way forward” for place marketing.

Design/methodology/approach

Place marketing has been shaped by developments within marketing science and cognate disciplines but also by the external historical contexts at various spatial scales that determined its assumptions, goals and priorities. A concordance of a number of approaches to the evolution of place marketing is attempted and from this, conclusions are drawn about the current assumptions upon which place marketing is based.

Findings

Seven issues are identified that appear to hinder marketing implementation from delivering its full contribution and are suggested here as significant for the future of place marketing. The most important ones refer to the need for a collective understanding and appreciation of place marketing, the achievement of wide cooperation and clear role allocation, the implementation of marketing as a long‐term process and the expansion of marketing understanding to fields other than tourism development.

Originality/value

The originality of this paper lies in the clear articulation of the historical episodes of place marketing development and, at the same time, the identification of the issues mentioned above, which will determine the effectiveness of place marketing practice. Therefore, the paper is of great value to both academic commentators and practitioners of place marketing.

Details

Journal of Place Management and Development, vol. 1 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 14 March 2016

Eduardo Oliveira

The purpose of this paper is to critically explore the role of place branding, specifically at the regional scale, as an instrument for the attainment of strategic spatial…

Abstract

Purpose

The purpose of this paper is to critically explore the role of place branding, specifically at the regional scale, as an instrument for the attainment of strategic spatial planning goals. It also aims to contribute to the academic debate on place branding by discussing its relevance and effectiveness in supporting economic and social spatial realignment through civic participation and the shaping of clearly envisioned agreed futures.

Design/methodology/approach

Exploratory in nature, this paper’s theoretical exploration is developed by detailing relevant findings from a case study on the significance of a regional branding initiative, integrated in a wider planning strategy for northern Portugal (NUTS II). In conducting this exploratory research, primary data were gathered through 16 in-depth, semi-structured interviews with key regional actors and organizations with a stake (and expertise) in the region.

Findings

Findings show the key strategic domains in which the region excels. These domains could fuel a potential regional branding initiative. However, the key regional actors interviewed agree that the diverse and fragmented regional assets and the socioeconomic scenario all require and yet hinder regional coordination efforts. In addition, territorial reorganization and the definition of a regional economic model, plus decentralization of decision-making and the establishment of leadership, are imperative for the effectiveness of a regional branding strategy aligned with the ongoing strategic spatial planning initiatives.

Practical implications

Managerial implications of integrating the opinions and perspectives of regional actors into a potential place-branding initiative as strategic spatial planning instrument include improving socio-spatial and spatial-economic condition of the region and envisioning shared futures.

Originality/value

By guiding the thoughts of scholars, practitioners and policymakers towards a strategic spatial planning approach to place branding, the paper contributes to the advancement and maturation of the place-branding field, by lending a more strategic approach and geographical/spatial consciousness to the process of place branding. The paper also sheds light on the challenges and complexity of branding regions, a scale of analysis seldom explored in place-branding literature.

Details

Journal of Place Management and Development, vol. 9 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Content available
Article
Publication date: 25 July 2008

Cathy Parker

123

Abstract

Details

Journal of Place Management and Development, vol. 1 no. 2
Type: Research Article
ISSN: 1753-8335

Article
Publication date: 9 March 2015

Eduardo Henrique da Silva Oliveira

This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations…

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Abstract

Purpose

This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place branding has been approached (or not) in spatial development plans, strategic initiatives and policy documents by stating the territorial, spatial-economic and sectoral development trajectories for the country and its northern region.

Design/methodology/approach

A content analysis of 20 spatial development plans, strategies and policy documents (of 30 identified), published by Portuguese authorities, the European Union (EU) and the Organisation for Economic Co-operation and Development, mainly for the period between 2014 and 2020, has been used.

Findings

Empirical evidence shows that tourism-oriented promotion initiatives, investment-oriented marketing campaigns and communication strategies uniquely supported by visual elements and aesthetic values (e.g. logos and slogans) deserve more attention from authorities in charge of spatial planning and policy-making. Place branding is an absent term. Moreover, there is inconsistency between current research and practice on place branding and how it has been incorporated in strategic spatial planning at EU, national and regional levels.

Research limitations/implications

Whilst some of the research findings are place-specific (Portugal and its northern region), this exploratory paper aims to present a better understanding of the way in which places and branding can be conceptually addressed, primarily by assigning a spatial dimension to the idea of branding places and its alignment with strategic spatial planning and spatial plan-making.

Originality/value

This paper critically explores the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals through its integration in plan and policy-making. By guiding the attention of academics, practitioners and policymakers towards a strategic spatially oriented approach to place branding, the paper brings an alternative view to the scholarly and professional debate on place branding.

Details

Journal of Place Management and Development, vol. 8 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Abstract

Details

Transregional Europe
Type: Book
ISBN: 978-1-78769-494-1

Content available
960

Abstract

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 13 July 2015

Dominic Medway, Cathy Parker, Simon Quin and Gareth Roberts

219

Abstract

Details

Journal of Place Management and Development, vol. 8 no. 2
Type: Research Article
ISSN: 1753-8335

Article
Publication date: 1 June 2006

Yonca Hürol, Fernando Julia Koschinsky, Stephen Graham and Ayona Datta

TIME-BASED ARCHITECTURE

METHODOLOGIES IN HOUSING RESEARCH

AT WAR WITH THE CITY

DESIGNING SOCIAL INNOVATION-PLANNING-BUILDING-EVALUATING

Abstract

TIME-BASED ARCHITECTURE

METHODOLOGIES IN HOUSING RESEARCH

AT WAR WITH THE CITY

DESIGNING SOCIAL INNOVATION-PLANNING-BUILDING-EVALUATING

Details

Open House International, vol. 31 no. 2
Type: Research Article
ISSN: 0168-2601

Content available

Abstract

Details

Journal of Place Management and Development, vol. 1 no. 1
Type: Research Article
ISSN: 1753-8335

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