Two Concepts of Place Competition and Specificity of Targeting in Place Marketing

Rozhkov, Kirill

doi:10.2139/ssrn.2371691

Cited by 1 publication

(1 citation statement)

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“…Competition with other places becomes less important (Ashworth and Voogd, 1988) if the priority of a place is the quality of life of its residents and not the money gained from external audiences. Therefore, competition for the place among different users increases (Rozhkov, 2013), and place branding is more focused on showing the differences between the way the place is used and other possible ways of use than on distinguishing it from competing places.…”

Section: Conceptual and Methodological Framework For Preventing Place Overbrandingmentioning

confidence: 99%

Place overbranding and how to prevent it

Rozhkov

Konstantin

Romanowski³

et al. 2020

QMR

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Purpose This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism. Design/methodology/approach The concept of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand vocabularies and typologies of verbal characteristics of abstract places as products for internal users (residents). Findings In most cases, the place brand vocabularies were consistent and compatible within each abstract type and were unique (mutually exclusive) between the types. The vocabularies contained both detailed and more generalized elements. For each place, short formulations of the general concept were found. Each brand vocabulary reflected the institutional, socio-psychological, cultural, historical and geographic differences of the countries involved in the research. Originality/value A conceptual and methodological framework for creating place brand vocabularies is offered, and it describes the close relationship between multiple internal brand attributes and their concise expressions appropriate for communication and high differentiation among brand attributes that facilitate the recognition of branded places by target and non-target audiences. The framework is applicable for designing verbal attributes of place brands for specific places to avoid overbranding effects.

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Section: Conceptual and Methodological Framework For Preventing Place Overbrandingmentioning

confidence: 99%