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This paper aims to analyse the creation of a place brand for Colombia’s coffee region, within the framework of the evolution of place branding from traditional, one institution-led marketing approaches towards a more modern concept of network branding involving multiple stakeholders. The production of quality coffee in this region has been complemented with the development of coffee-themed rural tourism, which helps Colombia to enhance the value and positioning of its resources in the context of the economic and cultural exchanges inherent in globalisation.

Following a theoretical and conceptual analysis of place branding, this paper explores the case of the Coffee Triangle, examining the network of interrelationships involved in the process of business-led coffee branding and place branding by public institutions to achieve a dynamic identity asset shared by various parties. This study entailed fieldwork in Colombia to visit the region and hold meetings with managers in public administration, representative companies in the region and various social groups and entities.

Following a conceptual analysis which attempts to demonstrate the evolution of place branding towards a more holistic, multi-party and networked approach, the case study confirms the formation of complex interactions between stakeholders and public and private institutions at the local, regional, national and even international level.

This successful initiative can serve as an example for other food production regions in emerging countries, helping them to improve their positions in global scenarios and enhance the value of their physical products through a heightened awareness and appreciation of the culture associated with these natural environments and landscapes. Synergies between business and place branding are also analysed.

This paper looks at an instance of place branding involving multiple stakeholders and on the basis of cultural and dynamic identity. It comprises an inter-regional case study in Colombia. South America is a sub-continent where some interesting and successful place projects are being implemented that add nuances to global economic and cultural dialogue, which has probably focused mainly on the Western world and the industrial nations of Asia.

This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.

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).

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.

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.

This paper explores Salsa co-creation processes in the city of Cali, Colombia. The purpose of this paper is to uncover the processes of bottom-up and top-down place governance at work in the system. This study proposed that these processes are founded on a place-based cultural identity in Cali’s civil society.

This research draws on practice and structuration theories to understand how social structures frame place-based cultural identity and takes a social constructivist approach to place making and place branding. Empirical data were collected using a qualitative, multi-method approach, with primary data gathered from interviews with key actors and records of in-situ interactions between tourists and local citizens.

Evidence is presented to show how tourists and visitors are attracted to Cali in pursuit of an urban existential authenticity generated through sensory experiences connected to music and dance mediated by interpersonal interactions with local residents.

Further investigation is needed to gain greater insight into tourists’ motivations, and in addition, a more quantitative approach is required to understand better the range of interpersonal and intrapersonal factors involved.

Place branding should consider synergies between economics and culture as well as exploring the potential of sensorial interactions to produce emotional place attachment in a range of different stakeholders.

While place branding research tends to focus on the views and beliefs of stakeholders (cognitive dimension), this investigation takes an approach to the topic based on interpersonal sensorial interactions between visitors and local inhabitants as part of daily life (emotional dimension).

esta investigación analiza la co-creación artístico-cultural en relación con la Salsa –baile y música- en Cali Colombia; estudiando cómo este proceso emana de la identidad cultural-afectiva de la sociedad civil, y a partir de la base socio-cultural, se crean estrategias económico-culturales y de marketing territorial.

el enfoque teórico-conceptual sigue un enfoque de construcción social para explorar la autenticidad territorial; y una lógica de servicio -Service-dominant Logic- aplicada a los procesos de co-creación cultural y socio-económico de la música y la danza como artes escénicas populares. Se adopta un enfoque multi-método cualitativo que analiza in situ las interacciones entre turistas y ciudadanos locales.

se evidencia que las músicas y danzas populares se basan en la identidad de la sociedad civil, de interacciones sociales y expresiones artístico-culturales que co-crean una identidad sensorial cultural; y luego esas manifestaciones culturales son adoptadas por las elites empresariales para crear grandes shows o festivales de música y baile, y por los gobiernos para consolidar políticas culturales.

el análisis se aplica a una ciudad en concreto, el proceso de co-creación de la Salsa en Cali, Colombia, donde turistas y viajeros son atraídos por la autenticidad de experiencias sensoriales de música y danza a través de interacciones interpersonales con los residentes caleños.

los procesos de Marca Territorial deben considerar las sinergias entre las dimensiones económicas y culturales, y también las interacciones sensoriales, que propician conexiones afectivas y emocionales para diversos grupos implicaciones con el territorio.

más allá de las grandes ciudades mundiales productoras de cultura, es necesario conocer mejor cómo emergen propuestas creativas de ciudades pequeñas y medias de países emergentes cuyas ricas tradiciones culturales, atraen viajeros y turistas en busca de experiencias de autenticidad interpersonal, en contacto con habitantes locales, en sus vivencias diarias e interacciones culturales.

It is true that the process of what has been termed the “globalisation” of the world economy is less noticeable in retail distribution than in other sectors more involved in industrial activities. Nonetheless, a slow but steady trend towards establishing a presence in other countries can be detected. In this paper an empirical analysis will be undertaken of the moves to internationalise into America (particularly the USA) by the leading 200 retail distributors in Europe. The most appropriate strategies for different formats of company will be studied. In the context of internationalisation as an alternative corporate strategy, an analysis will be carried out of the reasons leading businesses to establish themselves in countries which in principle must be more unfamiliar to them than other European states. The countries of origin and of destination of internationalisation, the trading format adopted by each enterprise and the kind of operation emerging will be identified, and, where relevant, the collaboration with local firms in these countries sought or legally required. Internationalisation will be compared with other growth options that might be available to the businesses.