Concepts such as 'branding' and 'image-making' hitherto confined to the corporate domain have recently become popular among nation states, guiding their public diplomacy projects. This article ...examines one of those projects: the epic film Nomad (2005). A grandiose state-sponsored endeavour, this film was designed to introduce Kazakhstan, its people and its history to the world and to brand the country as a creative modern economy. However, once released, Nomad made little impact in the public consciousness and proved unsuccessful not only internationally but also domestically. This raised the question of the reasons for the failure of such a costly cinematic effort. This article addresses the question at what juncture of conception or production precisely did the film lose its viewers. To this end the film's story is situated within both Kazakh past and present cultural milieus in order to explain both the state's branding choices and missed opportunities.
As the Co-Creation perspective is introduced into place branding theory, researches that focus on the relationship between people and places has come to be seen. Place attachment is drawing attention ...as a concept to grasp the psychological connection between people and places. A previous study, the "Place brand equities and values evaluation model" has been examining the value of people to the region. However, there is not enough discussion on the relationship between this model and place attachments. This study measured place brand equities and valuation in a mountainous area, and verified the relationship with place attachment. As a result, it revealed that the place brand equities factor and the value factor were interrelated, and all factors were related to the place attachment. Also, unlike the previous research, which involved place brand equities to place brand value, they were involved in each other. This suggests that local resident's assessment of place brand equities and values may interact in a two-way manner with respect to place attachments. And then the effect of personal attributes on the evaluation of place equities was suggested. On the other hand, the impact of place attachments from natural equities is low in this survey, and verification in similar regions will be necessary to clarify the reason.
Purpose - Branding issues and corporate social performance (CSP) are growing in importance for both companies and customers. In place marketing, places could be branded as each place should define ...and communicate its competitive advantages effectively and adapt to fit the needs of place customers. On the other hand, in Egypt, a major challenge for marketers is retail banking which is experiencing significant changes and entails the marketing of intangible services rather than tangible products. The purpose of this paper is to provide a useful starting point to consider retail banks as place brands, and advise place brand managers about how to integrate their values with CSP and branding issues.Design methodology approach - The study is quantitative in nature, focusing on the relationship between CSP measures and place branding through enhancing brand equity. A total of 220 self-administered surveys were distributed among bankers and investors of two Egyptian-based retail banks listed in the CASE (Cairo and Alexandria Stock Exchange).Findings - Results indicated that there is a lack of association between CSP measures and brand equity measures of retail banks in Egypt. Findings yield useful insights for both academics, and corporate and brand practitioners about the importance of synthesizing brand equity of a place with CSP in the banking sector.Research limitations implications - A longitudinal and qualitative research is required to investigate how customers perceive retail banks' brands in Egypt and whether or not they value banks applying CSP. A quantitative study should be conducted on a larger sample to generalize findings within the banking sector.Practical implications - CSP is mainly driven by external pressures such as pressure of international financial institutions. This will only encourage passive compliance without any effective change on the ground in terms of greater corporate accountability and transparency. Banks should emphasize their CSP to develop or enhance their brand equity.Social implications - Results depicted that if the individuals themselves can conduct their businesses in an ethical and sustainable manner, then companies will inevitably conform to any external CSP standard that will be utilized in the development of place brands image and the welfare of the society.Originality value - Limited research has addressed the relationship between CSP and place branding. This study draws a model that investigates the relationship between applying corporate social responsibility (CSR) and place branding through improving brand equity of retail banks in a developing country, namely Egypt. Results of this research might be of interest to companies, practitioners, and society concerning the role of CSR in developing a place brand.
Trough a narrative literature review, this article frames the evolution of destination image within the evolution of destination branding. Main theories used, methodologies, relevant findings and ...implications to marketing practice are identified. Four relevant conclusions are extracted: first, recent studies of destination image research tend to adopt a joint cognitiveaffective approach in an attempt to capture destination image in a more effective way; second, the dimensions of destination image (overall image, affective image and cognitive image) affect consumer satisfaction and consumer loyalty differently; third, the current academic perspective on destination branding is mostly based on the notion that destination image is not susceptible of being easily changed by marketing efforts. Finally, residents, as privileged interpreters of place image should be called to participate in branding efforts.
In a highly competitive tourism industry today, many places are adopting the creation of a brand image, in an effort to respond to new market demands and differentiate themselves from competitors. ...The aim of this work is to identify the importance of branding in the image of the destination through the literature review and integrative analysis of four models. The methodology was based on a review of the conceptual framework of place branding, in order to identify the key authors and theoretical models. A study of the most relevant variables and their relationship with the image of the destination was conducted. The results show the importance and the growth of place branding in the promotion of tourist destinations as well as the need to deepen the understanding of the perceptions of tourists, particularly through the identification of relations and associations between destination perceived image and place branding.
En un sector turístico tan competitivo como el actual, muchos destinos están adoptando la creación de imagen de marca, en un esfuerzo por dar respuesta a las nuevas exigencias del mercado y diferenciarse de sus competidores. El objetivo de este trabajo es identificar la importancia de la marca en la imagen del destino turístico a través de la revisión de la literatura y del análisis de cuatro modelos integradores. La metodología seguida se ha basado en la revisión del marco conceptual de la marca turística, identificando los artículos y autores claves relacionados con este tema. De igual forma se ha realizado un estudio de las variables más relevantes y su relación con la imagen del destino turístico. Los resultados muestran la importancia creciente de la marca para la actividad turística, así como la necesidad de profundizar en el conocimiento de las percepciones de los turistas, y en particular con la creación de estímulos y asociación de ideas con la imagen percibida del destino.
Preventing the environmental impacts of economic growth is an important goal in today’s marketplace. This concern for a sustainable future incentivises marketing based around sustainability. The food ...and beverage industry had its fair share of criticism as its production uses more natural resources than most industries. One industry that has been ahead of other food processors in adopting environmental practices is the wine industry. The close relationship between wine and places is undisputable and so strong that people frequently visit places of wine production in the form of wine tourism contributing significantly to regional economies. For wine to be associated with sustainability, regional stakeholders would be required to represent similar values. The branding of places is far more intricate than branding of products and needs the support of those stakeholders involved. Such support is often discussed as a shared place identity. Only limited previous research has addressed whether the communication of sustainability enhances business performance. No research to date has empirically tested whether a shared stakeholder identity influences the relationship between sustainability branding and business success. To close this gap, a sequential mixed methods procedure was specified using quantitative questionnaires with 420 subjects and 20 qualitative interviews. A model with consequences of sustainability branding and a shared place identity was established using extant research. Mostly existing scales were adapted to fit this research context and tested with a structural modelling approach among Australian and German wineries. It was found that practicing and communicating sustainability significantly influences performance on an individual winery and regional destination level. Furthermore, a shared place identity has been established as a critical success factor in the relationship between sustainability branding and place performance. Both theoretical and practical implications can be drawn from this research. The results have provided empirical evidence on the direct relationship between sustainability and performance, in addition to the moderating role of a shared place identity. These findings extend the tourism literature which states that businesses practicing sustainably, enhance their own performance as well as the overall regional performance. It also extends stakeholder theory by establishing that a shared place identity strengthens this relationship even further, highlighting the need for regional management to initiate a shared sense of identification. Practically, regional managers who are eager to enhance economic performance should be actively involved in developing relationships between the individual wineries and the regional management in order to foster a shared place identity. Furthermore, it is of major importance to establish positive attitudes toward sustainability among winery owners. This can be done by building the confidence of winery owners by offering infrastructures for learning and support about sustainability.
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