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Article
Publication date: 6 March 2017

Giannina Warren and Keith Dinnie

The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself.

Abstract

Purpose

The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself.

Design/methodology/approach

A qualitative, exploratory approach is adopted, applying the ICON model of place branding to the multistakeholder city branding strategy of Toronto. A combination of interviews, participant observation, content analysis and professional reflection inform the study.

Findings

Toronto’s emergence as a creative city with global standing has been achieved, in part, through a holistic and collaborative approach that is integrated, contextualized, organic and new.

Practical implications

Place and destination promoters are offered a practical application of the ICON model of place branding, informing future initiatives and offering insight into good practice.

Originality/value

Viewed through the lens of the ICON model, the paper provides insights into the collaborative and innovate practices that characterize effective city branding.

Details

International Journal of Tourism Cities, vol. 3 no. 1
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 24 June 2019

Edgar Centeno, Jesus Cambra-Fierro, Rosario Vazquez-Carrasco, Susan J. Hart and Keith Dinnie

The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by…

Abstract

Purpose

The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.

Design/methodology/approach

A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.

Findings

The results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.

Research limitations/implications

The paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.

Practical implications

SME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.

Originality/value

This is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.

Details

Journal of Product & Brand Management, vol. 28 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

International Journal of Tourism Cities, vol. 2 no. 4
Type: Research Article
ISSN: 2056-5607

Content available
Article
Publication date: 10 April 2017

Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar and Mohammad M. Foroudi

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and…

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9401

Abstract

Purpose

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.

Design/methodology/approach

A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.

Findings

The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.

Research limitations/implications

The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.

Practical implications

Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.

Originality/value

The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 20 July 2010

Keith Dinnie and T.C. Melewar

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557

Abstract

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 20 July 2010

Keith Dinnie, T.C. Melewar, Kai‐Uwe Seidenfuss and Ghazali Musa

This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism…

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9501

Abstract

Purpose

This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.

Design/methodology/approach

A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy.

Findings

Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience.

Research limitations/implications

The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings.

Practical implications

Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.

Originality/value

This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under‐researched relative to other areas, such as Europe and North America.

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 August 2003

Keith Dinnie

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2230

Abstract

Details

European Journal of Marketing, vol. 37 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 20 July 2010

Marc Fetscherin

A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength…

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8392

Abstract

Purpose

A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.

Design/methodology/approach

By applying a company‐based brand equity approach, we present a standardized CBSI.

Findings

The results show that the countries with the strongest country brand are smaller, developed countries in Europe. The proposed index leads to results similar to the widely‐used Anholt GfK Roper nation brand index (NBI), which measures perceptions of a country brand based on subjective survey data. Countries that are perceived positively (based on NBI) have a stronger country brand (CBSI) and countries perceived negatively (based on the NBI) have a weak country brand (CBSI). The two indexes are highly and significantly correlated, indicating they measure the same phenomena, although they use different approaches, methodologies, and data, suggesting that the indexes are complementary and inter‐dependent.

Practical implications

To stay competitive in the global economy, countries need to understand how to assess their country brand in order to manage it. With the proposed index, a country can identify its position compared to others. This can assist public and private organizations to develop a more powerful country brand strategy.

Originality/value

The proposed index is original in operationalizing the strength of a country brand based on objective secondary data. The proposed index represents an alternative measurement to the existing subjective survey‐based measurement indexes.

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Content available

Abstract

Details

International Marketing Review, vol. 25 no. 3
Type: Research Article
ISSN: 0265-1335

Content available
Downloads
722

Abstract

Details

International Marketing Review, vol. 25 no. 6
Type: Research Article
ISSN: 0265-1335

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