Place Marketing as Governance Strategy: An Assessment of Obstacles in Place Marketing and Their Effects on Attracting Target Groups

Eshuis, Jasper; Braun, Erik; Klijn, Erik-Hans

doi:10.1111/puar.12044

Cited by 102 publications

(112 citation statements)

References 25 publications

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“…The evolution of place strategy is a political process (Eshuis et al, 2013). The political environment within which place branding occurs consists of multiple stakeholders with competing claims and sources of legitimacy.…”

Section: Political Environmentmentioning

confidence: 99%

“…This reflects a trend for places to become more entrepreneurial and marketing-oriented (Warnaby, 2009) in order to achieve goals such as investment attraction (Metaxas, 2010), tourism promotion (Avraham and Daugherty, 2012), the promotion of local products (Charters and Spielmann, 2014;Parrot et al, 2002), and resident satisfaction (Insch and Florek, 2008;Zenker and Petersen, 2014). Place brands are characterized by multiple stakeholders and multiple meanings (Merrilees et al, 2012), which poses considerable challenges in terms of governance (Allen and Cochrane, 2007;Eshuis et al, 2013) and stakeholder engagement (Kavaratzis and Kalandides, 2015). Such challenges are not, however, unique to place brands.…”

Section: Introductionmentioning

confidence: 99%

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Contingent self-definition and amorphous regions

Dinnie

2017

Marketing Theory

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This article explores the concept of contingent self-definition, whereby place brands employ flexible self-definitional approaches in constructing their place brand architecture. Adopting a view of regions as social constructs, the article builds on and extends previous work on place brand architecture by identifying the underlying factors that drive contingent self-definition decisions. Based on an empirical study of professionals tasked with managing region brands in the Netherlands, 11 factors are identified as drivers of contingent self-definition by place brands. These factors are grouped into four thematic categories: (i) external perceptions, (ii) proximity, (iii) brand relationships, and (iv) politics and power. A dynamic approach to place brand architecture is advocated, foregrounding the amorphous character of regions as social constructs that defy reification solely as fixed territorial-administrative spaces.

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Section: Political Environmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Contingent self-definition and amorphous regions

Dinnie

2017

Marketing Theory

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“…In addition, the evolution of place strategy is a political process having associations with governance (Eshuis, Braun & Klijn, 2013), and involves engaging with the interests and aspirations of multiple stakeholders (Therkelsen & Halkier, 2008), such that "branding is seldom under the control of a central authority" (Iversen & Hem, 2008, p.604). A further challenge arises from the geographic context associated with a place brand.…”

Section: Approaches To Brand Architecturementioning

confidence: 99%

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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“…This web-based, nationwide survey was sent to professionals and city officials who are active in the place marketing activities of regions, cities, towns and villages. This relatively large survey covered a variety of place marketing-and place branding-related themes (see Eshuis, Braun, & Klijn, 2013;Klijn et al, 2012). This research paper specifically utilizes questions concerning place brand communication and its estimated results in terms of image improvement and attracting residents and visitors.…”

Section: Data Collection and Variablesmentioning

confidence: 99%