This paper explores (1) the interrelationship between the commercial performance of markets and town and city centres, (2) the positive and negative spill-over effects between them and (3) the ...implications for the understanding of the place brand and its management. It employs a network and place branding perspective and applies a multi-method case study approach utilising surveys and semi-structured interviews with stall-, store- and city centre managers in two European cities. Results reveal strong relationships between the commercial performance of the markets and the performance of the city centres. Findings confirm bi-directional positive spill-over effects between markets and city centres. Further, they reveal negative spill-over effects related to infrastructural deficiencies of the city centres and negative by-products of the increased footfall generated by the markets. This research provides insights into the role of markets as key features of urban place products and their potential in augmenting an urban place brand.
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•The commercial performance of a market and the city centre are strongly interrelated.•Positive and negative spill-over effects exist between markets and city centres.•This research shows:-The role of markets as key features of urban place products and-Their potential in augmenting an urban place brand.
A new trend in destination marketing has been emerging for several years. Instead of many small events, locations rely on one brand-strengthening Signature Event that draws attention to the ...destination through its uniqueness. Because pilgrimage is arguably the oldest form of mass tourism, places of pilgrimage may have invented such Signature Events to attract devout travellers. If so, signature events at pilgrimage sites are valuable research objects for investigating their success factors. Not only are they the prototypes in which the DNA of Signature Events can be studied, but in many cases, they also had centuries to optimise their experience. Using the example of the most visited Catholic pilgrimage sites in Germany, this research examines whether there are signature events, what common structures they have, and what can be derived from these findings for destination marketing.
Place branding strategies contribute to policy decisions that shape a city. Little research, however, investigates how place marketers influence the decision-making of those higher up in the value ...chain. Drawing upon Bourdieu's theory of cultural intermediation, we identify where these professionals exhibit influence in a city branding endeavour and what impact they have on policy decisions. We report results of semi-structured interviews with senior place marketers at 13 cities around the world and find that policy decisions are influenced in unofficial, hidden and non-systemic ways, including identifying and working with key stakeholders behind the scenes, playing politics, and applying a promotional lens to policy endeavours. We discuss these findings and their implications on theory and practice.
•Place marketers influence promotional decisions unofficially and non-systemically.•They must negotiate their position of legitimacy, persuasion and influence.•They work closely, consistently and behind the scenes with key senior stakeholders.•They must be vigilant in their construction of legitimacy.•Succeeding in influencing upstream could positively impact the city in the long term.
Major sporting events bring a range of social, economic, and reputational benefits for hosting nations and serve as a vehicle to showcase the nation brand. Social media engagement during sport events ...provides opportunities for community members to cocreate, curate and communicate their nation brand’s attributes. While research in nation branding and community engagement has examined the ways place-based communities contribute to nation branding, little is known about how and in what ways virtual communities contribute to their nation brand. This study addresses this gap by examining the virtual brand community (VBC) surrounding the 2022 Beijing Winter Olympics. Using social network analysis and content analysis, the findings suggest that VBC contributions is dependent on the composition, participation, and cultivation of conversations focusing on the personality traits of a nation brand. Theoretically, the outcomes from this study advance understanding of leveraging the properties of VBCs in making contribution to the production and maintenance of an authentic nation brand, that values community perspectives facilitated through community engagement. For public relations, it extends the current research in digital social-level engagement in virtual settings and outlines future research in participatory approaches to nation branding. The growing use of major sporting events in supporting nation branding goals, particularly in Asian and African continents, suggests the outcome of this study has implications at regional and international levels to guide public relations managers in major events to facilitate sustainable VBCs for authentic place branding outcomes.
•Digital social-level engagement facilitates authentic nation branding through VBCs.•VBCs require authentic and diverse community composition, prticipation and contribution.•Community-led nation branding reflects active community and brand organization engagement.•Cocreation of value-based content builds shared place and nation brand identity.
The dynamics of place brands Kavaratzis, Mihalis; Hatch, Mary Jo
Marketing theory,
03/2013, Letnik:
13, Številka:
1
Journal Article
Recenzirano
This article introduces a novel approach towards place branding theory, adopting a view based on the relationship between the place brand and place identity. The article first evaluates the dominant ...conceptualization of identity within place branding. It is argued that better understanding of the relationship between place identity and place brands might advance the theory of place branding. In its current state, place branding practice and, to a great extent, place branding literature adopt a rather static view on place identity as something that can easily be articulated and communicated for the purposes of branding the place. This approach is limited as it does not reveal the full complexity of place identity and limits the role and potential of place branding. The article, drawing on a combination of the literatures on place identity and organisational identity, proposes a more dynamic view of place identity that considers identity a constant dialogue between the internal and the external. The role of branding within the identity dialogue is then clarified leading to an appreciation of the full dynamics of place brands. The true nature of place branding is revealed as one of interaction and dialogue between stakeholders.
•Borders represent semiotic resources for cross-border place branding.•Two meaning-making strategies are distinguished within a conceptual framework.•Border assets can be valorized for the branding ...of a cross-border place.•Borders can also be invisibilized to legitimize a seamless cross-border place.•The more the border is militarized, the more selective the image of the region.
This paper explores the ways in which borders are likely to be used as a semiotic resource in cross-border place branding. We develop a conceptual framework, distinguishing two meaning-making strategies: one that seeks to valorize borders as assets for cross-border place branding and another that relies on their invisibilization in order to promote, implicitly, the legitimacy of a seamless cross-border regional imaginary. For each meaning-making strategy, specific border discourses are identified. Based on a social semiotics approach, we analyze the case of Cali Baja, a place branding initiative that seeks to promote a bi-national mega-region straddling the US-Mexico border between San Diego and Tijuana. Despite the militarization of the border and the highly visible physical wall that divides Cali Baja, a selective branding discourse framed around favorable border images and representations is brought to the fore. It is therefore at the cost of the partial (in)visibilization of the border that the mega-region can be given value and promoted on the international scene, but it is also the discrepancy with the identity of the bi-national region that precipitated the failure of this place branding initiative.
The role of advertising design in nation branding Sara Mohammed Mamdouh; Tamer Abdellatif; Dina Aboud
Majallat al-ʻimārah wa-al-funūn wa-al-ʻulūm al-insānīyah,
11/2019, Letnik:
4, Številka:
18
Journal Article
Recenzirano
Odprti dostop
This paper aims at summarizing the concept of nation branding and the elements that consists of. The research aims at finding the importance of nation branding, as it became a popular phenomenon that ...used by countries to attract attention of the tourists, skilled students, professional workers, investors, governments of other nations and the loyalty of its people. There are a vast number of countries that brand their nations in order to manage the way that others around the world see them. It is crucial as it affects the nation’ s image, reputation and position in the global stage that eventually will increase its competitive advantage and boost its opportunity as a destination to be visited. The research demonstrates the nation branding as a kind of place branding and how is branding being applied to places and nations. It illustrates the stages of nation branding and how do nations use advertising as a tool of communication to present itself in the international arena. The research will use the qualitative method, as it is the study that is used to explore a phenomenon to reach the mentioned points. Then it will analyze the visual elements of real example of national advertising campaign that have been already launched in the recent years in India in 2002. It will see different kinds of advertising that used in this campaign. It will find the results of the fundamentals and basics of using advertising in nation branding. It will reach the precautions that nations must put in consideration while branding the nation.
In this article we examine how the online rental housing market reflects the desirability of different neighbourhoods in St. Louis, MO, a metropolitan area with long-standing high levels of ...Black–White residential segregation. Using a large digital corpus of advertisements for rental housing, we first show that adverts in neighbourhoods with more Black residents are less likely to list a neighbourhood name than adverts for available housing units in neighbourhoods with more White residents. Advertisements for housing in neighbourhoods with more Black residents are also more likely to list a different, higher-income neighbourhood name than the one in which they are located. Next, using a survey of St. Louis residents, we find that neighbourhoods with more Black residents are perceived as less desirable by both White and Black St. Louisans. We then employ a pair of survey experiments and find that interest in renting a particular housing unit changes if the advert does not list a neighbourhood name or uses a different neighbourhood name than one commonly associated with its location. Altogether, our findings reveal that postings in online housing markets reflect and reproduce existing racial-spatial patterns and may contribute to the avoidance/stigmatisation of certain neighbourhoods.
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The article tests hypotheses about how place branding initiatives impact the number of attracted tourists and revenues of the tourism and recreational sector in Russia’s federal subjects. For this ...purpose, we perform a difference-in-differences estimation on their panel data to find the average effect of place branding on increasing the number of guests in collective accommodation establishments and the value-added of hospitality industry enterprises. The results show that the implementation of place branding initiatives is associated with an average growth of 15.7% in the number of tourists attracted, and the level of income from tourist services escalates significantly with a more dynamic brand promotion policy. However, such positive effects are observable mostly in the early years of place branding initiatives. Consequently, the achievement of long-term goals to raise the income of a region’s tourism and recreation sector requires not only place branding but also more capital-intensive measures to develop tourist infrastructure, create new facilities, and hold events that could act as incentive to visit the region.
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