Defining Place Branding through Local and National Identity and National Stereotypes

Briciu, Victor-Alexandru; Briciu, Arabela

doi:10.31926/but.ssl.2022.15.64.2.11

Cited by 4 publications

(5 citation statements)

References 6 publications

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“…It can also be interchanged with a term describing a particular type of place, for instance, 'city branding', 'region branding', 'country branding', 'nation branding', or more generally 'location branding' (Hanna and Rowley 2008). However, it is important to distinguish 'place branding' from 'destination branding', which specifically focuses on portraying a place as a tourism destination (Briciu 2013). In this sense, 'place branding' and 'location branding' are more inclusive, encompassing various areas beyond tourism, such as promoting exports, attracting investments, and attaining political goals.…”

Section: Understanding Place Brandingmentioning

confidence: 99%

Place branding: is it public policy, or isn’t it?

Potapovs

2024

Place Brand Public Dipl

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This article explores the question of whether place branding should be considered a public policy. While place branding has gained attention in the fields of marketing and related disciplines, its connection to various public policy areas highlights its broader implications. This study aims to provide conceptual clarity on the matter, arguing for the inclusion of place branding within the public policy discourse. The article employs a conceptual framework to assess the alignment of place branding with the key attributes of public policy. A comparative case study of nation branding practices in seven European countries—Estonia, Italy, Latvia, Luxembourg, Portugal, Spain, and Slovakia—is conducted to assess the applicability of the conceptual framework of public policy to studying nation branding. The case study demonstrates the potential of such approach, highlighting gaps and challenges in the current practices of nation branding. The article concludes by discussing the implications of applying the policy approach to place branding and exploring future research opportunities.

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Section: Understanding Place Brandingmentioning

confidence: 99%

Place branding: is it public policy, or isn’t it?

Potapovs

2024

Place Brand Public Dipl

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“…Admittedly, place branding is an intentional marketing technique used as a promotional tool to attract attention [16,17]. Since perceptions vary in describing a place and the value retrieved, branding aims to frame how a place attribute is perceived, lived, and experienced [5,18,19]. In particular, 'the brand of a place is not created in the design of a logo but rather in people's encounters with the place and all its diverse aspects' [20].…”

Section: Literature Reviewmentioning

confidence: 99%

“…At the same time, the community plays a vital role in framing the place's characteristics and positioning the expression of the local culture through habits, behaviors, rituals, and traits [18,21]. Various tenets of research studies approached place brandings, such as its representation of national identity and national stereotypes [5,6,19,22] and as part of national diplomacy. That is because it involves the efforts of various actors who have the power to administer the place and attract attention by portraying it as a commodity, either national or commercial [2].…”

Section: Literature Reviewmentioning

confidence: 99%

Sustainable Place Branding and Visitors’ Responses: A Systematic Literature Review

Garanti,

Ilkhanizadeh,

Liasidou

2024

Sustainability

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Admittedly, tourism stakeholders become more aware of the negative impacts of tourism, and it has become increasingly important to brand and position destinations towards sustainability. The main concern is emphasizing economic, social, and environmental awareness and implementation at the destination level regarding planning and development. This paper identifies the importance of sustainable place branding as part of destination social responsibility in the current global context. The main focus is identifying visitors’ responses as part of sustainable destination marketing. The study conducts a systematic literature review by rigorously selecting 26 related articles from the 106 search results for further analysis. The study results highlight the emergence of sustainable place branding concepts in academic literature, especially after the post-pandemic period. The themes identified in the literature analysis revolve around sustainable place branding in creating unique tourism experiences and engagement that resonates with the visitors’ self-perceptions and expectations of a destination. Sustainable place branding positively impacts destination image, trust, value, and loyalty. Moreover, it can create positive visitor outcomes, such as an intention to revisit because of positive word of mouth. The article concludes with suggestions for future research, emphasizing the need to explore further sustainable place branding and its influence on visitors’ responses in the evolving landscape of global tourism.

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“…City branding forms a part of place branding, a general concept of the holistic branding process that aims to build value or the quality of reasonableness for the place being promoted as a geographical entity, including nations, regions, cities, destinations and retail centers (Briciu, 2013;Hankinson, 2015;Sutriadi et al, 2020). The term city brand has its own meaning and characteristics that refer to a place, and more specifically, a city.…”

Section: Overview Of City Brandingmentioning

confidence: 99%

Toward contemporary city branding in the digital era: conceptualizing the acceptability of city branding on social media

Ramadhani

Indradjati

2023

OHI

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PurposeThis study aims to propose a conceptual framework for the acceptability of city branding on social media. The conceptual framework of the acceptability of city branding is necessary to achieve a successful city brand in the social media era. It tries to develop the use of social media in city branding practices and its acceptability, especially in the areas of urban planning and development. The study also explores important issues in the use of social media and its acceptability in city branding practices.Design/methodology/approachThis study was initially conducted using a literature review of relevant, recent, and trustworthy scholarly publications (books, journals, reports, and proceedings) about city branding and acceptability from the electronic database by using relevant terms and keywords to find the relevant literature. The next step was to identify the essential variable described in the literature and assess how these are connected to one another. The last step was to create a conceptual framework using the variables that were found and their interrelationships.FindingsSocial media is crucial for determining a successful model of city branding strategy. Incorporating social media in the city branding process may lead to emerging bottom-up forms of influencing the city branding process, creating better-accepted city branding from wider audiences and guaranteeing a long-term successful city brand. The results of this paper indicate that one can utilize social media user-generated content (from residents and visitors), local government-created content, peer interaction, electronic word of mouth (e-WOM), and the engagement and participation medium to understand whether city branding is accepted by stakeholders through nine dimensions of acceptability: knowledge, information diffusion, experience, attachment, congruence, behavioral intention, perceived quality, engagement, and participation.Research limitations/implicationsThis research outcome can be used to evaluate and extend the classical theory of the acceptability of city branding, or even the overall umbrella term of branding, in the digital age. Despite its contribution, this study is not without limitations. The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.Social implicationsThe conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent the real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.Originality/valueThis research highlight some acceptability dimensions of city branding practice and also emphasize social media platform as useful tool to understand people's opinion, attitude and behavior. Combining these two concepts of the acceptability of city branding and the use of social media provides an opportunity to achieve the goals of meaningful, authentic and resilient city branding.

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Defining Place Branding through Local and National Identity and National Stereotypes

Cited by 4 publications

References 6 publications

Place branding: is it public policy, or isn’t it?

Place branding: is it public policy, or isn’t it?

Sustainable Place Branding and Visitors’ Responses: A Systematic Literature Review

Toward contemporary city branding in the digital era: conceptualizing the acceptability of city branding on social media

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