Place branding: creating self‐brand connections and brand advocacy

Abstract

PurposeThe purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process.Design/methodology/approachA conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self‐brand connection and brand advocacy in the context of city branding. The model is then tested using structural equation analysis on a sample of residents from an American city that has taken a cultural/entertainment approach to its branding efforts.FindingsFindings indicate that brand associations, including attitude toward the branding efforts of the city, perceived quality of the brand and the uniqueness of the brand, are crucial in the branding and positioning efforts of a city to its residents. When strong brand associations exist, residents may develop such a connection to the brand that it becomes reflective of their self‐concepts. When this occurs, a self‐brand connection is formed and residents may become advocates of the brand.Practical implicationsThis research has special implications for places and municipalities that are in the process of developing branding strategies for their locales as well as those interested in achieving a competitive advantage with existing brand management systems.Originality/valueThis research provides further insight into the application of branding theory to places and destinations. Implications for developing effective brand management systems that appeal to local residents are enumerated.

Demand- and supply-side perspectives of city branding: A qualitative investigation

“…Leeds city brand administrators need constant contact with stakeholders outside the branding apparatus to ascertain and incorporate their evolving vision perceptions (Hankinson & Cowking, 1993;Kavaratzis, 2004) because even where brand visioning appears thematically shared across the two divides, there can be nuances in their interpretation. As such, to integrate the two visions effectively, administrators must be able to capture those nuances to gain richer insight into what matters to Leeds brand consumers and use this to generate self-brand connections (favourable brand associations) among them (Kemp, Childers & Williams, 2012).…”

Strategic design to foster City-Citizen Interactions

“…Allan and Hanna (2015) implicate that true participation is not only about asking for approval or advice but about letting the people be actively involved, viewing them as partners in the process. By others who recognise these possibilities, the key benefits have been identified as greater civic consciousness, a sense of pride and belonging and the retention of creative individuals, ultimately eliciting voluntary contributions to societal wellbeing and growth (Kemp et al, 2012). Right from the onset, cities should seriously consider, 'Who takes charge of the branding activities?…”

“…While 'value addition' is admittedly the prime function of branding (Baker, 2007;Hankinson, 2004;Kemp et al, 2012), this research views the application of branding principles to cities as a means of strategic city management. Design is acknowledged as a key tool for enhancing competitiveness and economic success in the face of rapid change, mobility and increased global competitiveness (Choi et al, 2010).…”

Management of a City Brand: An Examination on Three Stakeholders’ Attitudes

“…Moreover, when residents show loyalty to city brand, they establish a bond between themselves and city branding efforts, yet more they attach city brand with their self-identity, ultimately, they promote the city through word-ofmouth by serving as an "ambassador." So, residents who have positive attitude toward city convey the uniqueness of city brand to other stakeholders [30]. Freire [4] contributes that city people is the most important component of city branding, and visitors are affected by resident stakeholders while they are deciding on destination to visit.…”