Place brand architecture: Strategic management of the brand portfolio

Dooley, Gregory P.; Bowie, David

doi:10.1057/palgrave.pb.5990037

Cited by 72 publications

(71 citation statements)

References 19 publications

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“…Conversely, in an endorsed strategy the master brand plays a far less prominent role, with the link between the sub-brands and the master brand being perceptual. For example, in promoting the skiing destinations, Iceland, Denmark, Sweden, Norway and Finland are presented a single entity, under the banner of 'Scandinavia' (Dooley and Bowie, 2005).…”

Section: Approaches To Brand Architecturementioning

confidence: 99%

“…Collaboration however, is not without risks. Overstretching the master brand's visual identity in an attempt to achieve commonality can dilute the effect of each subbrand and vice-versa (Chen & Chen, 2000;Dooley & Bowie, 2005;Kotler & Gertner, 2002;Martinez & Pina, 2003;Hankinson, 2009). In this context, Therkelsen and Halkier (2008) discuss the importance of inter-organisational relations between promotional bodies arguing that in order to be efficient, a cross-sectional communication platform has to take into account the functional contexts in which recipients will be interpreting the brand.…”

Section: Visual Identitymentioning

confidence: 99%

“…The approach adopted is similar to that adopted by Dooley and Bowie (2005) and Dattzira-Masip and Poluzzi (2014), who examined common elements in logos, such as colour and design as a representation of relationships between brands.…”

Section: Stage 2: Exploring the Web Of Brands Associated With A Placementioning

confidence: 99%

“…However, place brand managers, whilst engaging with and responding to multiple stakeholders, must ensure that the brand core-values are not diluted. One solution was to adopt sub-brand strategies (Dooley & Bowie, 2005;Martinez & Pina, 2003;Uggla, 2006) whilst still maintaining a common denominator (P10).…”

Section: Stakeholder Engagementmentioning

confidence: 99%

“…However, limited attention has been directed towards place brand architecture or the wider management of the web of brands associated with a place. Important exceptions are the contributions from Anholt (2004), Braun and Zenker (2010), Inversen and Hem (2008) on brand architecture in place branding, in general, and Datzira-Masip and Poluzzi (2014), Dooley and Bowie (2005) and Hankinson (2005Hankinson ( , 2009) on destination brand architecture. Both Anholt (2004) and Hankinson (2005) argue that places should have an identified brand architecture that embraces a portfolio of brands, and Mihailovich (2006) asserts that a coherent place brand architecture is fundamental as a structure for forging alliances.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Towards a model of the Place Brand Web

Hanna

Rowley

2015

Tourism Management

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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.

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Section: Approaches To Brand Architecturementioning

confidence: 99%