Web branding is an important strategic tool for building a promising travel experience that is uniquely associated with the destination and that reinforces the emotional connection between the ...visitor and the place. With the proliferation of the Internet, destination marketing organizations' (DMO) websites became a crucial communication channel for projecting a desirable place brand image. With an attempt to rehabilitate the brand image of Russia, this study explores the following: (1) What are dominant attributes in the brand images of European Russia communicated via the DMO websites? (2) Which words appear most frequently on the DMO websites of European districts of Russia? (3) Is there a discrepancy between the projected brand images and stories it tells in words on the DMO websites? As these perspectives contribute to a better understanding of the induced component of Russia's destination brand image in the online environment, content analysis of DMO websites from three European Russian regions is conducted and practical implications are discussed. The results have important marketing implications.
Place branding is an important tool of economic development, underpinned by neoliberal policy and the processes of global competitiveness as communities at all geographic scales are becoming the ...primary nexus for economic development, and are forced to compete with one another for finite resources, direct investment, talent and immigrants, and tourism. Within the framework of global competition, it is often argued that communities can undertake inter-jurisdictional cooperation to enhance their competitiveness. To this end, this paper attempts to fill a gap in place branding literature by examining whether there are clusters of communities that currently have the potential to cooperate in their branding efforts. This research uses spatial autocorrelation of place brands amongst the communities of Ontario, Canada, to identify potential global patterns in branding and groups of neighbouring communities with similar brand messages. The results of this analysis show that Ontario has the potential for as many as 20 clusters in a variety of economic sectors. The existence of these clusters, therefore, provides a template for future place branding policy development within the province, allowing the participating communities an opportunity to remain relevant against global competitors.
This conceptual article intends to refine the understanding of place branding, in particular city branding, by framing place attractiveness as a mixture of
haft
and
sord
factors. This ...conceptualisation, by challenging the distinction ‘hard versus soft factors’ characterising the traditional place marketing discourses, allows to better look at the functional and representational dimensions interconnected in every brand and, even more, in every place brand. This article urges scholars and place managers to rearticulate these dimensions depending on the different groups of brand users involved, and claims for a closer collaboration between marketers and other professionals involved in policymaking. The advantages offered by these conceptualisations are explored with respect to some issues within the place brand literature, which still require to be fully understood, like the need to rearticulate the functional/physical and representational/symbolic dimensions in city branding.
► We analysed the prerequisites of a location to integrate landscape in place branding. ► Landscape can become a brand only, if it is unique and the only strength of a place. ► In urban regions ...landscape usually is a weakness compared to other urban qualities. ► Landscape conservation is justified in city-regions to preserve quality of life. ► In city-regions landscape upgrading projects are not connected to place branding.
We investigated the prerequisites of a municipality or region to integrate landscape as a location specific feature in their place branding and whether landscape conservation measures are applied to promote landscape. For this purpose we analysed different landscape conservation measures and accomplished a survey among the municipal councils in the city-region of Zurich. Our results show that landscape can only become a brand of a place, if it is abundant, unique and the only real strength of the place. Hence, only rural regions can promote their landscape as a brand and, therefore, do connect their landscape conservation measures to place branding. Conversely, urban regions generally cannot meet these conditions because, there, landscape is a scarce resource and, compared to other urban qualities (e.g. transport connections), rather a weakness. Nevertheless, the municipal councils around Zurich appreciate their landscape as an important factor of quality of life, whereas they point out rather common landscape qualities, like public access and proximity to residential quarters. The results give evidence that a lack of these landscape qualities is perceived stronger in the negative way than their presence can contribute to a positive image of the place. Consequently, in city-regions, landscape conservation measures are usually applied in a strictly protection-oriented way without any link to place branding.
Creativity and innovation have long been considered as fundamental factors in economic growth. This is especially true in tourism today, where intense and globalized competition put firms, groups and ...destinations under a very heavy pressure. In this contr
Symbols and place identity Mueller, Andreas; Schade, Michael
Journal of place management and development,
03/2012, Letnik:
5, Številka:
1
Journal Article
Recenzirano
Purpose - The purpose of this paper is to contribute to the discussion about how to develop a common identity of local stakeholders of places (e.g. politicians, local companies, residents). Such a ...common identity is regarded as an essential aspect to market a place consistently to external target groups (e.g. tourists, companies, qualified workers, students). Design/methodology/approach - The paper follows a conceptual approach by transferring semiotic (symbolism) and sociological concepts (symbolic interactionism) to the concept of place branding. Moreover, a practical example of how to identify potential place symbols of cities is presented within the case study of the German town of Bremen. Findings - Symbols are identified to be of special importance for the development of group identity of local stakeholders of places. Moreover, symbols are presented as essential aspects of a feeling of belonging to a place (place commitment). Research limitations/implications - As semiotic theory has not yet been transferred to the context of place branding this paper is opening up a new subject and needs to be understood as a first approach to constitute a theoretical framework. An empirical analyses needs to be carried out in order to proof the theories in the place branding context. Practical implications - The paper explains that symbols can be established by the arrangement of public discourses like, e.g. competitions for place logos, place mascots or place songs. Moreover, it is pointed out, how already established place symbols which are not yet part of branding strategies can be identified in order to strengthen place identity. Social Implications - Following the semiotic concept of symbolism the paper explains a high participation of residents as a necessity to establish and negotiate the meaning of symbols in order to strengthen place identity. Originality/value - Because of being the first paper putting the semiotic theory of symbolism in the focus of the interdisciplinary discussion of branding the originality of the paper can be regarded as high.
This study examines the perceptions of place brand developers when they are involved in place brand development. This work is focused on three issues: brand identity, brand architecture, and the ...possible neutrality of place brand developers regarding the territory identities. To ascertain the developers’ perceptions, a sample of 260 experts from Spain and Latin America has participated in a Web survey. The results show different sensitivities regarding the territory identity, and significant discrepancies in relation to the possible brand architecture to be adopted. Likewise, the existence of two groups of brand developers with different features is detected, which are different from those where experts belong according to their status (political, academic, public manager and business consultant). These results may help to understand the different brand developers’ points of view during the starting process of place brand developing.
In today's competitive scenario, both marketing and branding are no longer exclusively business concepts but also of the public management. In this context the research question addresses the public ...sector, which should ask: What is the image perceived by the public resident of the city of Itajaí, in relation to the Green Coast & Sea? This brand identifies the tourist area, which brings together ten cities near Itajaí Açu river estuary, located on the north central coast, in the state of Santa Catarina. To answer the research question, it was defined the general objective, which is to analyse the perceived image by the public resident in the city of Itajaí, in relation to the Costa Verde & Mar, and two specific objectives, which are: (1) identify the existence of formal actions directed to residents and (2) assess the residents' knowledge level on the Costa Verde & Mar brand. This is an exploratory and descriptive study, qualitative and quantitative, with documentary procedures, with survey interviews with a non-probabilistic sample consisting of 171 citizens residents of the region (Itajaí - SC, Brazil). It was identified that the managers responsible for brand management do not develop specific actions addressed to residents, however, it is believed that BENEFITS ARE achieved indirectly by actions to the tourists.
No atual cenário competitivo, tanto o marketing como o branding deixaram de ser conceitos de competência exclusivamente de empresas privadas para se tornarem também temas de interesse da gestão pública. Neste contexto o problema da pesquisa aborda o setor público, que deveria questionar: Qual a imagem percebida pelo público residente da cidade de Itajaí, em relação à Costa Verde & Mar? Esta marca identifica a região turística, que congrega dez municípios próximos à Foz do Rio Itajaí Açú, localizada no litoral centro norte do estado de Santa Catarina. Para responder ao problema de pesquisa definiu-se o objetivo geral, que é de analisar a imagem percebida pelo público residente na cidade de Itajaí, em relação à Costa Verde & Mar, e dois objetivos específicos, que são: (1) identificar a existência de ações formais direcionadas aos residentes e (2) avaliar o nível de conhecimento dos residentes sobre a marca Costa Verde & Mar. O estudo possui delineamento metodológico de tipologia exploratória e descritiva, de natureza qualitativa e quantitativa, com procedimentos de levantamento documental, entrevista em profundidade e survey, este últimocom uma amostra não probabilística formada com 171 residentes de um dos municípios da região (Itajaí – SC). Identificou-se que os gestores responsáveis pela gestão da marca não desenvolvem ações específicas dirigidas aos residentes, porém, acredita-se que estes sejam alcançados de forma indireta pelas ações voltadas aos turistas. Isso se reflete no nível de conhecimento de intensidade apenas moderada em relação à marca do destino.
This article explores the social and spatial implications of new itineraries, sites and services whose success rests on opportunities for residents and tourists to meet, and possibly hybridize. This ...encounter is considered in reference to the changing relationship between cities, culture and tourism. Two initiatives based in Milan serve as comparative case studies. Piacere, Milano (Milano, nice to meet you) was launched in 2015, while the city was hosting the Universal Exhibition position, and consists of coordinating Milanese residents willing to invite a tourist for dinner or to take them on a walk for free. MygranTour is part of a European network supporting intercultural dialogue by involving migrants in the development of tourist itineraries. This programme has been active in Milan since 2011. Both these initiatives contribute to fostering new sets of images of Milan, and to legitimising new urban geographies from the bottom up. They also stimulate a reversal of the traditional hierarchy between tourists and residents. Major critical aspects are expressed in reference to different levels of analysis, such as in relation to the capacity building scope of initiatives, or how they might reproduce cultural stereotypes. The paper concludes by calling for more extensive integration of tourism into urban policies, by considering implications of tourism beyond the economic.
PDF
