Place branding as a strategic spatial planning instrument

Oliveira, Eduardo

doi:10.1057/pb.2014.12

Cited by 53 publications

(47 citation statements)

References 60 publications

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“…Merging new insights from brand research, key concepts about city brands are developed such as brand identity and brand image [77][78][79], destination branding [80], brand equity [77,78]], place positioning [81], brand identity [79] and brand personality [82]. Insights from public administration or urban planning are used to further develop city branding as an instrument for (strategic) spatial planning [30,38,83,84]. One of the reasons for the continued popularity of this research field is that cities are expected to play a dominant role in global production and consumption [57].…”

Section: Broadcasting Activity: Brandingmentioning

confidence: 99%

Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)

Schraven

Bruijne

et al. 2019

Sustainability

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Place branding is seriously studied in various academic disciplines. Its impact on strategic development plays a vital role in processes of sustainable urban transformation. Place branding originated in tourism management and over time its research focus spilled over and evolved in environmental science, urban studies and public administration. Scholars and policy makers are currently faced with a myriad of concepts in place branding research, which show considerable overlap but should be carefully distinguished from each other. To increase our understanding of this body of research, this article observes a strong pattern of the concepts in use, in their references to location types (i.e., urban, city, destination, place) and broadcasting activities (branding, marketing, promotion). It builds on this observation by collecting studies from the Scopus database by location type and broadcasting activities (LT–BA) reference pairs and systematically analysing and reviewing these from 1980 to 2018. A total of 2665 articles and reviews were identified and analysed based on (1) occurrences per reference pair, (2) co-occurrences per reference pair, and (3) co-occurrences for each reference pair with other concepts. On that basis, the origin and evolution of the research field including multiple reference pairs in use is explored and described.

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Section: Broadcasting Activity: Brandingmentioning

confidence: 99%

Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)

Schraven

Bruijne

et al. 2019

Sustainability

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“…Otro elemento de éxito parte de la convicción que, en realidad, un proceso de esta naturaleza, lo que acaba aportando es un plan estratégico del territorio de facto, esto es, un conjunto de información muy valiosa de parte de la ciudadanía referido a una propuesta futura de modelo de territorio. De este modo, la disciplina del place branding queda intrínsecamente vinculada a la planificación urbana y el desarrollo sostenible del territorio (Muñoz, 2008;Oliveira, 2015;De-San-Eugenio et al, 2019). El rigor es un elemento definitivo de éxito.…”

Section: Conceptualizando E Implementando Marcas De Lugar: Factores Punclassified

El branding territorial ante los nuevos desafíos de la sociedad: redefinición teórica y análisis de los factores que contribuyen a su implementación exitosa

De-San-Eugenio

Portet

2020

Comunicación Y Diversidad. Selección De Comunicaciones Del VII Congreso Internacional De La Asociación Española De Investigaci

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Place branding offers multiple possibilities for the economic development of territories, but it is necessary to understand well the implications of its implementation processes to control the mechanisms and projections of competitive identities. Firstly, this contribution sets the term “place brand” and the revision of its theoretical formulation in accordance with new multidisciplinary perspectives of analysis and new contemporary social challenges. Secondly, the factors that can lead to success or failure in the implementation of territorial brands are discussed from an applied perspective and as a result of the experience gained from several knowledge transfer projects led by the authors. To exemplify this second part, the authors start from the experiences accumulated in the conceptualization, development, and implementation of the brands of the Catalan cities of Vic and El Vendrell, as well as the supra-municipal brands of El Pla de l’Estany, Boscos de bruixes i bandolers, and L’Empordà, linked to the actions of county councils or associations. These investigations started from a similar triangulation method: semistructured interviews with local opinion leaders, focus groups for discussion with prescribing audiences, and citizen surveys based on simple random sampling. These projects highlight that, beyond the importance of the new brand for the management of the identity of the place and its economic promotion, cohesion and cooperation between political actors become a key element for its success and subsequent use throughout different mandates. The local and regional media are also presented as speakers and main ambassadors of the new brands’ storytelling. Resumen Las marcas de lugar ofrecen múltiples posibilidades para el desarrollo económico de los territorios, pero resulta necesario entender bien las implicaciones inherentes a sus procesos de implementación con el fin de encauzar los mecanismos y proyecciones de identidades competitivas. Esta contribución fija, en primer lugar, el término “marca de lugar”, y se revisa su formulación teórica de acuerdo con nuevas perspectivas multidisciplinares de análisis y los nuevos desafíos sociales contemporáneos. En segundo lugar y desde una perspectiva aplicada, se da a conocer, fruto de la experiencia acumulada a través de diversos proyectos de transferencia de conocimiento liderados por los autores de la comunicación, los factores que pueden conducir al éxito o al fracaso en la implantación de marcas territoriales. Para ejemplificar esta segunda parte, los autores parten de las experiencias acumuladas en la conceptualización, desarrollo e implementación de las marcas de las ciudades de Vic y El Vendrell, así como las marcas supramunicipales de El Pla de l’Estany, Boscos de bruixes i bandolers y L’Empordà, vinculadas a la acción de consejos comarcales o mancomunidades. Estas investigaciones han partido de una triangulación metodológica similar: entrevistas semiestructuradas a líderes de opinión locales, grupos focales de discusión con públicos prescriptores y encuestas a la ciudadanía a partir de un muestreo aleatorio simple. Estos proyectos ponen de relieve que, más allá de la importancia de la nueva marca para la gestión de la identidad del lugar y su promoción económica, la cohesión y cooperación entre actores políticos deviene un elemento clave para su éxito y posterior uso a lo largo de diferentes mandatos. También se presentan los medios de comunicación locales y comarcales como altavoces y principales embajadores del storytelling de la nueva marca.

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“…product (Warnaby and Medway, 2013); people (Braun, Kavaratzis, and Zenker, 2013) and strategic planning (Oliveira, 2014). Nevertheless, these articles are purely conceptual -providing inspiration as to what marketing could do for places rather than evidencing what it does do.…”

Section: Is Place Marketing Just Place Promotion?mentioning

confidence: 99%

Back to basics in the marketing of place: the impact of litter upon place attitudes

Parker

Roper

Medway

2015

Journal of Marketing Management

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Attempts to apply marketing theory and principles to place have become a legitimate area of academic and 'real world' practice. However, place marketing does not typically incorporate all elements of the traditional 7 Ps, focusing far too often on just one of these -promotion. As well as this rather myopic approach, place marketing suffers from an overly strategic view of the world which ignores the meaning and lived experience of places to individuals, especially residents. The purpose of this article is twofold -first we investigate the impact of litter on place attitudes. Litter is a common, but negative, element of place, which is intimately connected to the lived experience of a place but typically far removed from the positive promotional activity favoured by place marketing effort and the study thereof. In this sense, the paper reframes place marketing from a strategic to a micro-marketing endeavour. We found that exposing respondents to litter significantly lowers their place attitudes. Our second contribution is to demonstrate the relevance of classic marketing research approaches, such as attitudinal measures, to investigate litter and its impact on place evaluations, through quasi-experimental design (with 662 respondents). Through this, we extend the range of theory and method applied in place marketing -away from controllable promotion endeavours investigated through case-studies to a more holistic and robust interpretation of place marketing, which has a measurable impact upon the places where people live and visit.

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Place branding as a strategic spatial planning instrument

Cited by 53 publications

References 60 publications

Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)

Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)

El branding territorial ante los nuevos desafíos de la sociedad: redefinición teórica y análisis de los factores que contribuyen a su implementación exitosa

Back to basics in the marketing of place: the impact of litter upon place attitudes

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