Creating meaning on main street: Towards a model of place branding

Pryor, Susie; Grossbart, Sanford

doi:10.1057/palgrave.pb.6000080

Cited by 65 publications

(45 citation statements)

References 35 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In addition, to be successful it is widely acknowledged that cobranding should involve some alignment of brand core values, identities, communications and articulation, as the basis for transfer of positive image between the partners in the co-branding relationship (Motion, Leitch & Brodie, 2003). For place branding such alignment would normally centre around the place identity, with all partners benefiting from a stronger and more coherent identity and its articulation (Cai, 2002;Hankinson, 2007;Pryor & Grossbart, 2007;Hanna & Rowley, 2013). It is unrealistic to expect that all partners will commit to the same level of partnership; their commitment will depend on their resources and the actual or potential value of the co-branding relationship to their organisation (Kahuni & Rowley, 2013).…”

Section: Proposing Exemplifying and Discussing The Place Brand Web (mentioning

confidence: 99%

Towards a model of the Place Brand Web

Hanna

Rowley

2015

Tourism Management

View full text Add to dashboard Cite

This article contributes to theory concerning the relationship between the brands associated with a place, through a two-stage mixed method study involving interviews with place brand practitioners and web content analysis. The article, first reports on the challenges associated with managing place brand relationships and, then, discusses various aspects of the brand webs associated with places. On this basis, the article proposes, exemplifies and discusses the Place Brand Web Model. This model, which responds to the complex nature of the relationships between the brands associated with a place, is presented in two instantiations, the DMO perspective, and the more generalised perspective that views brands with associations with a place as contributing to the co-creation of the perceptual entity, THE Place Brand. The model is exemplified and discussed and with reference to a major UK city.Keywords Place branding; brand architecture; brand leadership; stakeholders; place brand web.

show abstract

Section: Proposing Exemplifying and Discussing The Place Brand Web (mentioning

confidence: 99%

Towards a model of the Place Brand Web

Hanna

Rowley

2015

Tourism Management

View full text Add to dashboard Cite

show abstract

“…The intensity of brand identity is affected by the attractiveness of the environment offering aesthetic pleasure through architecture (Harmaakorpi, Kari, & Parjanen, 2008) and a spectrum of parameters including culture, history, and the economy. Brand identity is co-produced and reified by multiple stakeholders (Cai, 2002) through the production of marketplace symbols (historic plaques, decorations, sculptures, benches, planters) and the enhancement of rituals (street parties, parades, ceremonies, sales events, artistic performances) (Pryor & Grossbart, 2007), influencing experience and what the place has come to be known for. Accordingly, brand infrastructure relationships have an influence on the development of brand identity, as the latter is dependent on the dynamic of stakeholder relationships.…”

Section: Brand Identitymentioning

confidence: 99%

Towards a strategic place brand-management model

Hanna

Rowley

2011

Journal of Marketing Management

246

221

View full text Add to dashboard Cite

Using earlier research into models of place branding-management processes, this paper develops a multi-level conceptual model of strategic place brand management designed to support managers in embracing a holistic approach to place brand management. The model identifies the following components for attention and activity: place brand evaluation; brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (management); place brand articulation; and brand communications. The model identifies the influences and action processes between these components, including brand identity and architecture, influencing brand experience. Existing place branding models take different perspectives on the branding process -respectively, relationship management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes.

show abstract

“…Frekar stutt er síðan rannsóknir hófust fyrir alvöru á hugtakinu þó hugmyndin um það hafi verið til staðar í nokkrar aldir (sjá til daemis Amine og Chao, 2004;Anholt, 2002;Pryor og Grossbart, 2007). Kenningar og skilgreiningar um vörumerki staða hafa mótast af umfjöllun margra ólíkra aðila, til daemis félagsfraeðinga, landfraeðinga, stjórnmálafraeðinga, hagfraeðinga og viðskiptafraeðinga (Pryor og Grossbart, 2007). Vörumerki staða byggja einnig á kenningum og þekkingu úr opinberri stefnumótun, alþjóðlegri markaðssetningu, auglýsingum, neytendahegðun og öðrum tengdum greinum (Amine og Chao, 2004).…”

Section: áFangastaðir Og þJóðríki Sem Vörumerkiunclassified

Glöggt er gests augað, eða hvað?

Gudlaugsson¹,

Leósdóttir²

2013

irpa

View full text Add to dashboard Cite

Ímynd er yfirgripsmikið hugtak sem getur haft mismunandi merkingu eftir stað og stund. Fyrstu skilaboðin sem lönd senda frá sér eru oft í gegnum þá ímynd sem landið hefur sem ferðamannastaður. Sú ímynd getur haft áhrif á hvernig utanaðkomandi aðilar sjá og meta landið á öðrum sviðum og þannig haft áhrif á heildaruppbyggingu ímyndarinnar. Ímynd áfangastaða hjálpar einnig til við að skapa óskir og/eða langanir ferðamanna og getur haft áhrif á velgengi staðarins þar sem ferðamenn eru líklegri til þess að velja áfangastað sem talinn er hafa jákvæðari ímynd. Erfitt getur verið að mæla ímynd þar sem hún er huglæg en talsvert hefur þó verið skrifað um mikilvægi þess að hún sé mæld. Meginmarkmið þessarar rannsóknar er að rannsaka hver ímynd Íslands sé í augum erlendra ferðamanna og bera þá niðurstöðu saman við fyrri sambærilegar rannsóknir sem og skynjun Íslendinga sjálfra á henni. Lagðir voru fyrir spurningalistar og eru niðurstöðurnar settar fram með aðferðafræði vörukorta. Helstu niðurstöður eru þær að á heildina litið er ímynd Íslands talin vera sterk og skýr og í samræmi við þær rannsóknir sem borið er saman við. Náttúrufegurð og landslag eru mjög skýrt tengd við ímynd landsins og auk þess að vera talinn öruggur og vingjarnlegur staður eru þar taldir möguleikar á að lenda í ævintýrum. Ímyndin er á margan hátt svipuð hjá báðum hópum en í nokkrum atriðum er munur. Almennt er ímyndin sterkari meðal ferðamanna en Íslendinga sjálfra. Nauðsynlegt er þó að gera á þessu þann fyrirvara að úrtakið meðal Íslendinga er þægindaúrtak þar sem stór hluti svarenda eru háskólanemar. Það vekur eftir sem áður vissa athygli hve niðurstöður eru svipaðar.

show abstract

Creating meaning on main street: Towards a model of place branding

Cited by 65 publications

References 35 publications

Towards a model of the Place Brand Web

Towards a model of the Place Brand Web

Towards a strategic place brand-management model

Glöggt er gests augað, eða hvað?

Contact Info

Product

Resources

About