Provenance associations as core values of place umbrella brands

Abstract

Purpose -The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands. Design/methodology/approach -The study delineates a conceptual framework, which illustrates important components in place umbrella branding. It also highlights a set of criteria to aid prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands. Practical implications -The paper identifies some characteristics of provenance associations, which make them more transferable across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will make it easier for practitioners to reach the right decisions in choice of provenance associations. Findings -It is claimed that transcendence is related to the transferability of provenance associations across a bundle of brands. Because transferability strongly depends on perceptions of similarity, the starting point is to identify matches between the partner brands based on their shared provenance. Originality/value -The article ends with a recommendation that researchers in place branding should carefully analyze provenance associations according to the suggested criteria.

Towards a model of the Place Brand Web

“…The term DMO is applied to those organisations that take a generic role in place branding, with a view to engaging and attracting tourists, businesses, cultural and sporting events and locales, and public and private sector investment. This is consistent with the adoption of an integrated theoretical approach to place branding (Gnoth, 2002;McCarthy, 2007;Peel & Lloyd, 2008), and is supported by the widespread acknowledgment of the importance of buy-in from other organisations with important brands associated with the place (Briggs, 2009;Iversen & Hem, 2008).…”

“…As a point of departure for conceptualising place brand architectures, prior studies have taken brand architectures in corporate branding and compared corporate branding and city brands (Kavaratzis, 2004;Olins, 2003;Trueman, Klemm & Giroud, 2004) and examined similarities to corporate umbrella branding (Gnoth, 2002;Iversen & Hem, 2008;Papadopoulos & Heslop, 2007;Therkelsen & Halkier, 2008). However, scholars have begun to identify specific challenges associated with the development of such a strategic approach.…”

“…Typically, leadership seeks to cultivate this commitment through stakeholder discussions that aim to identify brand values that would benefit the place brands' multiple stakeholders (Moilanen & Rainisto, 2009). Iversen and Hem (2008) argue for vertical and horizontal coordination where the former identifies a vision that benefits stakeholders within one industry sector, while the latter does so across various sectors. The ideal is that different stakeholders associated with the brand are able to act autonomously whilst also committing to the place brand.…”

“…It is widely recognised that, like a corporate brand, a place brand can act as an umbrella brand to support the promotion and branding of various products, services and places associated with a given place (Anholt, 2004;Iversen & Hem, 2008). Leadership in place branding has, typically been viewed as resting with Destination Marketing Organisations (DMO's).…”

Desenvolvimento de modelo de identidade para marca setorial: um estudo sobre a marca Brasil Fashion System

“…A marca de um local consiste no desenvolvimento de sua imagem e na comunicação baseada em valores e percepções positivas do lugar sendo ele uma cidade, país ou região (IVERSEN;HEN, 2008). No que diz respeito ao conceito de marca-país, Fetscherin (2010) diz que ela envolve toda a imagem de um país, incluindo aspectos políticos, econômicos, sociais, ambientais, históricos e culturais.…”