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Article
Publication date: 15 March 2019

Giuseppe Pedeliento and Mihalis Kavaratzis

Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding…

2539

Abstract

Purpose

Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully approached through an emphasis of their cultural traits and the practical connection between culture, identity and image.

Design/methodology/approach

In constructing its theoretical arguments, the paper challenges the place branding model propounded by Kavaratzis and Hatch (2013), and uses practices as units of analysis. The paper conducts a brief review of the principal tenets of practice theory(IES) and uses structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process.

Findings

The usefulness of structuration theory for understanding the place branding process is analysed at both the strategic and tactical levels by means of two illustrative examples. Structuration theory proves to be a solid theory which links the constitutive elements of the place branding process, i.e. culture, identity and image, and to inspire further theoretical elaborations and empirical efforts grounded on this theory.

Originality/value

This is the first paper which uses practice theory(ies) in general and structuration theory in particular to explain the place branding process. The theoretical arguments advanced provide valuable guidance for further theoretical elaborations and empirical applications.

Details

Journal of Product & Brand Management, vol. 28 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 9 October 2017

Nikos Ntounis and Mihalis Kavaratzis

The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding…

8468

Abstract

Purpose

The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project.

Design/methodology/approach

A comprehensive place branding process that includes the interrelated stages of research, deliberation, consultation, action and communication is presented. The practical value of this theoretical proposition is linked to the experiences of three UK towns that participated in the HSUK2020 project.

Findings

The importance of research, the challenges of participation and the role of communications in place branding processes were identified as primary issues in all towns. The results of the project demonstrate the significance of the initial research stage of the place branding process and show that the process as a whole is valuable in helping places deal effectively with identity issues.

Research limitations/implications

Participatory place branding processes can flourish when place stakeholders are engaged in the right context and are encouraged to work together. In addition, place brands are important cues and empower stakeholders’ participation in all stages of place brand processes.

Practical implications

Knowledge exchange projects that have the potential to engage a plethora of place stakeholders should be considered by practitioners for future place branding strategies.

Originality/value

The paper offers a refreshing practical grounding on participatory place branding concepts and theories. The value of knowledge exchange strategies for examining the field of place branding is also highlighted and can become a useful research approach for future research.

Details

Journal of Place Management and Development, vol. 10 no. 4
Type: Research Article
ISSN: 1753-8335

Keywords

Abstract

Details

Journal of Place Management and Development, vol. 11 no. 1
Type: Research Article
ISSN: 1753-8335

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 laying the…

5142

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: 9 March 2012

Marinda Scaramanga

The purpose of this paper is to develop a conceptual framework to describe possible key features in the relationship between culture and place branding. The inspiration to redact…

1975

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework to describe possible key features in the relationship between culture and place branding. The inspiration to redact this paper was drawn from the inadequacy of literature and attempts to introduce the theoretical framework linking these two fields by asking: how do we define culture within the context of place branding? How do decision makers distinguish whether culture should be at the forefront of a place branding strategy? On one hand, the paper points out the powerful advantages while using art(s) and culture‐based activities to promote a place. On the other hand, the paper highlights the layered dilemmas for practitioners concerning the amalgamation of such a practice on a branding campaign.

Design/methodology/approach

Those questions' clarification is achieved by means of a literature review that examines this relationship from a wide range of disciplines: sociology, marketing, place branding, cultural management, urban studies, etc.

Findings

The paper's findings can be summarized in three points: first, culture plays a critical role on a place branding campaign, as long as the authentic cultural elements are produced by the residents. This practice helps to avoid the mass reproduction of “borrowed” cultural elements, i.e. the investment in cultural and leisure consumption industries. Second, the cultural field has already deployed practices used by local authorities in urban regeneration, such as cultural planning. Thus, converged objectives link cultural managers to place branding experts, refining multi‐dimensional policy thinking towards a more integrated image. Finally, the cultural aspect is related with the pre‐existing reputation of a place. Further, it is connected with the minds of people, fostering the contentions of common essence between culture and branding.

Social implications

This paper intends to contribute and enhance inter‐professional thinking, by approaching the cultural sector with the appropriate sensitivity.

Originality/value

The paper provides deeper understanding of culture, bordering the gap between technocrats and cultural‐oriented professionals by contributing to the creation of a coherent communication system for the study of place branding theory. The cultural dimension of a place is very spacious and further research needs to be made, approaching the subject from new perspectives, such as people's perception of the brand while using art(s) as a branding tool.

Details

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

Keywords

Content available

Abstract

Details

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

Article
Publication date: 4 October 2019

Serhiy Shtovba, Olena Shtovba and Lyubov Filatova

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories: most…

Abstract

Purpose

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories: most popular subjects; most productive countries; most productive institutions; most productive scholars; most productive sources; most cited publications and most cited scholars.

Design/methodology/approach

Bibliometric analysis based on data from Scopus and Dimensions.

Findings

The majority of branding publications belong to business and management. The interest toward this research field, however, declines mostly in favor of cultural studies, psychology, sociology, etc. The majority of publications on branding are concentrated in the USA, UK and Australia. Griffith University has become a leader in the number of branding publications within 2000-2019. T C Melewar is a leader by the number of branding publications among scholars. Journal of Brand Management has been a leader among sources. Journal of Marketing is a leader by the number of the most cited papers.

Research limitations/implications

The authors analyze the automatically formed results on search query without human meddling.

Originality/value

For the first time, bibliometric analysis was carried out simultaneously upon the two bases – Scopus and Dimensions.

Details

The Bottom Line, vol. 33 no. 1
Type: Research Article
ISSN: 0888-045X

Keywords

Article
Publication date: 15 March 2011

Jaime Hernandez and Celia Lopez

Informal settlements are consistent areas in Latin America which exhibit distinctive urban and social dynamics. However, despite their size and impact, these settlements have been…

1227

Abstract

Purpose

Informal settlements are consistent areas in Latin America which exhibit distinctive urban and social dynamics. However, despite their size and impact, these settlements have been traditionally overlooked in terms of the contribution that they make to the city and to any place branding strategy. These areas are commonly seen as having nothing more to offer than poverty and constraint. However, literature and research shows their possibilities beyond those traditional limits, and arguably they can actively contribute to branding cities in Latin America. The purpose of this paper is to critically explore the contribution that informal settlements can make to a fairer, more real and authentic branding of cities.

Design/methodology/approach

The discussion is based on two ongoing research projects, one in urban planning and the other one in business, together with a first‐hand knowledge and engagement with informal settlements in Bogotá.

Findings

Informal settlements can contribute positively to branding cities. Trying to “hide” these areas from visitors' views is not only impossible because of their size, but also not desirable because of how they can enrich a branding strategy. However, there are also major downsides which need to be taken into consideration.

Originality/value

The value resides in the attempt to link two themes that traditionally have been nearly opposite (informal settlements and branding cities), and the elaboration on the outcome of this relationship.

Details

Journal of Place Management and Development, vol. 4 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 15 March 2011

Andrea Lucarelli and Per Olof Berg

The aim of the paper is to carry out a contemporary and concise “state‐of‐the‐art” review of the city branding research domain, in particular how scholars have approached this…

8933

Abstract

Purpose

The aim of the paper is to carry out a contemporary and concise “state‐of‐the‐art” review of the city branding research domain, in particular how scholars have approached this field of study, what aspects of city branding have been studied, what cities have been chosen, and how the studies are designed.

Design/methodology/approach

Through an iterative search in multiple literature databases, 217 qualified research studies on city branding were identified and retrieved. Those studies were examined, analyzed and categorized according to six categories: bibliographical data, methodologies used, empirical foundation, conceptual frameworks, branding elements, and reported outcomes of branding efforts.

Findings

City branding is emerging as an internationally recognized research domain characterized by a high degree of multi‐disciplinary, rapid proliferation in and between disciplines, and a somewhat fragmented theoretical foundation. On the basis of research interests, three perspectives were identified (producing, consuming, and criticizing city branding) emerging across academic disciplines

Research limitations/implications

The study is based on research articles in English, published in academic journals, which limits the international and professional scope of the study. Another limitation is the selected time period, which does not include studies prior to 1988 or later than 2009.

Originality/value

As a state‐of‐the‐art review, the main contribution of this paper is a contemporary and comprehensive overview of the field as such. A methodological contribution is the attempt to run a multi‐variate analysis of the branding elements in relation to the output and performance data reported in the studies. Another contribution is the identification of three cross‐disciplinary research perspectives in the field today.

Details

Journal of Place Management and Development, vol. 4 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 8 March 2013

Erik Braun, Mihalis Kavaratzis and Sebastian Zenker

This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and…

11831

Abstract

Purpose

This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and communication of place brands and explores the implications for place brand management.

Design/methodology/approach

The paper is based on theoretical insights drawn from the combination of the distinct literatures on place branding, general marketing, tourism, human geography, and collaborative governance. To support its arguments, the paper discusses the participation of citizens in governance processes as highlighted in the urban governance literature as well as the debate among marketing scholars over participatory marketing and branding.

Findings

The paper arrive at three different roles played by the residents: as an integral part of the place brand through their characteristics and behavior; as ambassadors for their place brand who grant credibility to any communicated message; and as citizens and voters who are vital for the political legitimization of place branding. These three roles make the residents a very significant target group of place branding.

Originality/value

Residents are largely neglected by place branding practice and their priorities are often misunderstood, even though they are not passive beneficiaries but are active partners and co‐producers of public goods, services and policies. This paper highlights that only meaningful participation and consultation can produce a more effective and sustainable place branding strengthening the brand communication and avoiding the pitfall of developing “artificial” place brands.

Details

Journal of Place Management and Development, vol. 6 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

1 – 10 of 37