The state of the art: from country-of-origin to strategies for economic development

Campelo, Adriana

doi:10.4337/9781784718602.00010

Cited by 10 publications

(7 citation statements)

References 59 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Second, city (place) branding is a legitimately common practice and a distinct subdiscipline of marketing. In the literature on the subject, it is assumed that the discipline began to separate in the last decade of the 20 th century (Campelo, 2017). However, it is difficult to conclude so far that it shows the theoretical maturity (Vuignier, 2017) since the basic terms and concepts are still disputed (Kavaratzis, Ashworth, 2010;Hospers, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

Images of Polish Cities in Promotional Visual and Verbal Symbols. What Logos and Slogans Say about Desired Image of the Polish Cities?

Adamus-Matuszyńska

Dzik

2022

FPhil

View full text Add to dashboard Cite

Advertising is one of the commonly visible elements of the urban landscape (real and virtual). It also does not require proof that advertisements of cities as such are also part of their “cityscape.” Since at least the nineteenth century, cities have advertised themselves as attractive places to live, visit, or do business. Therefore, the following research question can be asked: How do Polish cities present themselves in advertisements one can find in the landscape? The study assumes that each advertisement should clearly identify the sender and indicate its specific characteristics, distinguishing itself from its competitors. Polish cities began to use logos and slogans as a mechanism of description and distinction after 1990, when socioeconomic changes started. There are quite a few studies on this activity, but most of them are single case studies. Therefore, the authors decided to examine a relatively large sample of Polish cities, which allows for statistical analysis. Analysis of the logo and slogan content allows the authors to examine the desired image or the projected identity of Polish cities. The methods were chosen because they admit qualitative and quantitative analysis, especially when there is a sufficiently large sample. Therefore, the survey covered all towns and cities with more than 20,000 inhabitants in Poland. There are 218 such towns in total. The analysis was carried out in the first half of 2021. In conclusion, the authors find that the advertising of Polish cities is embedded in the past, promotes resources (substance), sometimes geographical location, but rarely refers to famous characters and human potential. And such a picture of these cities one may find on outdoor advertisements, which sometimes produce dissonance when accompanying modern buildings or new transport solutions in the city.

show abstract

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Regardless of the reservations formulated above, it can be assumed that place/urban/city branding is related to region/city policies (Campelo, 2017), consisting of (1.) Place making or city building, a process which makes the place specifically advantageous or attractive; (2.)…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Images of Polish Cities in Promotional Visual and Verbal Symbols. What Logos and Slogans Say about Desired Image of the Polish Cities?

Adamus-Matuszyńska

Dzik

2022

FPhil

View full text Add to dashboard Cite

show abstract

“…The surge of strategic branding techniques in place marketing in the early 1990s was motivated by the potential for value creation in the consumption of places (Campelo, 2017). Following the increased globalization of markets, where places are progressively competing with each other, they attempt to utilize marketing tools to create differentiation and identification (Ashworth, 2009).…”

Section: Value In Place Brandingmentioning

confidence: 99%

Unpacking Nordic branding: the value regimes of Nordicness

Andersen

Lindberg

Östberg

2021

JPMD

View full text Add to dashboard Cite

Purpose This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process? Design/methodology/approach Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth. Findings The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors. Originality/value Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

show abstract

“…As Houghton and Stevens (2011) have pointed out, the most successful place branding initiatives have been those with multiple stakeholder groups, and obversely, initiatives without stakeholder engagement are more likely to collapse. Studies have for example supported the idea of stakeholder participation as a means to make place branding co-created, co-managed and finally co-owned by various stakeholder groups, infusing place branding with meaning (Hanna and Rowley, 2011; Hankinson, 2004; Hatch and Schultz, 2010; Kalandides, 2011; Kavaratzis and Hatch, 2013; Kavaratzis and Kalandides, 2015; Aitken and Campelo, 2017). In addition, Kavaratzis and Hatch (2013) have conceptualized place branding as a general framework where individual goals and objectives of stakeholders can support each other.…”

Section: Literature Reviewmentioning

confidence: 99%

Constructing consensus and conflicts

Halme

2020

QMR

View full text Add to dashboard Cite

Purpose This paper aims to discursive dynamics in place marketing collaboration, which has the potential to construct common ground between stakeholders or provoke discursive struggles emerging from competing accounts. Design/methodology/approach The paper applies a discursive perspective to collaboration and uses the discursive model of the collaboration to analyze dynamics between stakeholder representatives in two regional level place marketing projects carried out in Eastern Finland in 2011-2014. An analysis of 23 interviews focuses on how stakeholders construct shared understandings of project issues and interests, and discursive struggles that emerge from competing accounts and heterogeneous spaces. Findings Identified issues in the projects related to the competitiveness between regions, peer pressure to carry out place marketing and a lack of budget resources for marketing for gaining visibility. Broader discourses of competitiveness and promotion provided shared discursive resources for the collaborators. An analysis of the interests of specific organizations revealed discursive struggles that relate to the spatial content of place marketing activities and also the symbolic content of the image of the region. Research limitations/implications While the paper underlines the embeddedness of collaboration within broader discursive contexts and cultural sensitivity attached to communication, it does not cover how broader discourses constrain communicative processes or how cultural context influences them. Originality/value The paper presents an original perspective on stakeholder collaboration in place marketing projects by highlighting the discursive aspects of communication, and especially the construction of shared understandings as a central element in collaboration. This is useful for facilitating and coordinating stakeholders’ communication, which has been considered important for the success of place marketing and branding activity.

show abstract

The state of the art: from country-of-origin to strategies for economic development

Cited by 10 publications

References 59 publications

Images of Polish Cities in Promotional Visual and Verbal Symbols. What Logos and Slogans Say about Desired Image of the Polish Cities?

Images of Polish Cities in Promotional Visual and Verbal Symbols. What Logos and Slogans Say about Desired Image of the Polish Cities?

Unpacking Nordic branding: the value regimes of Nordicness

Constructing consensus and conflicts

Contact Info

Product

Resources

About