Place Branding (Economics)

Η αφήγηση ως εργαλείο ανάπτυξης αστικής ταυτότητας για την προσέλκυση νέων επιχειρήσεων

by Giannis Sotiriou

1ο ΠΑΝΕΛΛΗΝΙΟ ΣΥΝΕΔΡΙΟ ΜΑΡΚΕΤΙΝΓΚ & BRANDING ΤΟΠΟΥ
ΒΟΛΟΣ, 30 ΜΑΡΤΙΟΥ-1 ΑΠΡΙΛΙΟΥ 2012

Οι ραγδαίες μεταβολές στο διεθνές περιβάλλον τις τελευταίες δεκαετίες και ο αυξανόμενος ανταγωνισμός μεταξύ πόλεων σε... more Οι ραγδαίες μεταβολές στο διεθνές περιβάλλον τις τελευταίες δεκαετίες και ο αυξανόμενος ανταγωνισμός μεταξύ πόλεων σε παγκόσμιο επίπεδο έχουν οδηγήσει τις πόλεις στην αναζήτηση νέων μορφών και τακτικών διαφοροποίησης. Στα πλαίσια αυτά, πολλοί μελετητές έχουν προτείνει την ανάπτυξη των city brands (αστικές ταυτότητες) ως ένα εργαλείο για την δημιουργία ανταγωνιστικού πλεονέκτηματος, στα πρότυπα των καταναλωτικών προϊόντων. Το παρόν άρθρο δομείται πάνω στη διαρκώς αυξανόμενη βιβλιογραφία γύρω από το νέο αυτό αντικείμενο, προσθέτοντας στοιχεία για το ρόλο της αστικής ταυτότητας στην προσέλκυση νέων επιχειρήσεων και την ενδυνάμωση της καινοτομίας σε μια πόλη. Θα υποστηρίξουμε ότι η ύπαρξη πολλαπλών κριτηρίων για την εγκατάσταση των επιχειρήσεων σε μια πόλη κάνει πολύ δύσκολη την προβολή μιας ενιαίας αστικής ταυτότητας για την προσέλκυσή τους και θα προτείνουμε τη χρησιμοποίηση της αφήγησης (narrative) ως ένα εργαλείο σύνδεσης της αστικής ταυτότητας με τα κριτήρια αυτά.

Governance-Struttura-Sistema: un modello di management della comunicazione per il marketing territoriale

by Agostino Vollero

Nella letteratura di marketing viene spesso data per scontata l’analogia tra le attività di comunicazione d’impresa e... more Nella letteratura di marketing viene spesso data per scontata l’analogia tra le attività di comunicazione d’impresa e quelle relative ad una specifica area territoriale, attraverso una
semplificazione che pone l’equivalenza tra brand/prodotto e offerta territoriale. Si tende ad enfatizzare il ruolo dell’immagine, senza attribuire altrettanta considerazione al ruolo svolto dalla
reputazione del territorio. Tale prospettiva presuppone la possibilità di estendere le logiche del marketing e della comunicazione d’impresa ai contesti territoriali, portando a sovrastimare l’importanza delle componenti visive dell’immagine, espresse in primo luogo dal brand territoriale.
Essa, da un lato, trascura l’azione dei molteplici fattori esogeni ed endogeni, di tipo strutturale e sistemico, intervenienti nel determinare l’immagine e la reputazione di un territorio e, dall’altro, non favorisce la visione allargata e sinergica delle complesse e variegate attività di place communication,
indispensabile, invece, ai fini della corretta assunzione di decisioni in materia.
Obiettivo del presente lavoro è la proposta di un framework che, basato su una prospettiva sistemica, permetta la comprensione dei complessi meccanismi di funzionamento della comunicazione
integrata del territorio. Si propone un modello di management della comunicazione territoriale fondato sull’individuazione di un set di leve (strutturali e sistemiche) e sull’utilizzo selezionato delle stesse - da parte del decision-maker -, allo scopo di migliorare i risultati della comunicazione, in termini di place image e place reputation, e di rafforzare la competitività del territorio.

Branding from above: generic cultural branding in Shetland and other islands

by Adam Grydehoj

Branding Cities: a case study of collaborative methodologies in cultural, film, and marketing research

by Stephanie Hemelryk Donald

Do brands really add value to real estate developments? (II)

by Alvaro HIDALGO

Branded Residences, Branding Tourism facilities & Condominiums Branded Residences, Branding Tourism facilities & Condominiums

Do brands really add value to real estate developments and travel destinations? ( and III)

by Alvaro HIDALGO

Critical analysis of the Branded Residences concept Critical analysis of the Branded Residences concept

7 words and a logo: Does a brand shape a destination?

by Alvaro HIDALGO

Branding Tourism destinations Branding Tourism destinations

How Luxury & Tourism transform economic unsettlement into steady growth

by Alvaro HIDALGO

Luxury, Tourism & Economic growth Luxury, Tourism & Economic growth

Why Luxury brands aim non-core sectors?

by Alvaro HIDALGO

Extension of Luxury brands to Tourism facilities Extension of Luxury brands to Tourism facilities

If Small is Beautiful.....Exclusive beats it.

by Alvaro HIDALGO

Luxury as a factor to set carrying capacity .TALC Luxury as a factor to set carrying capacity .TALC

Luxury, Sports and Developments

by Alvaro HIDALGO

Luxury, Sports and Residential Tourism Developments Luxury, Sports and Residential Tourism Developments

Un lenguaje visual para las ciudades (A visual language for the cities)

by Carmen Virginia Grisolía

Published in Foroalfa.org

La omnipresencia del diseño gráfico en el acontecer diario de las ciudades lo convierte en parte de la misma ciudad,... more La omnipresencia del diseño gráfico en el acontecer diario de las ciudades lo convierte en parte de la misma ciudad, de sus habitantes y, en consecuencia, de su identidad.

(Graphic design has an omnipresence role in everyday life for a city. This fact makes it part of the city itself, of its inhabitants and, in  consequence, of its reality).

‘Planning, preservation and place branding: a tale of sharing assets and narratives’

by Kristof Van Assche

Published in Place branding and public diplomacy [Abstract view]
The document is a draft version.

In this article, we advance the idea that any form of spatial planning aiming at preservation of places, landscapes or... more In this article, we advance the idea that any form of spatial planning aiming at preservation of places, landscapes or landscape character has to resist the temptation to target such preservation directly. Rather, a careful study and management of place identity, as the discursive figuration of place images and narratives in the community, has to craft a persuasive planning narrative that has a better chance to coordinate stakeholders and integrate policies. We argue that such endeavor can benefit greatly from an integration with place branding strategies, strategies that have become more inclusive and governance-oriented themselves, and that often include similar concepts of narrative analysis, stakeholder involvement, and a combination of asset creation, asset protection and asset promotion. A sensitive study of place identity, signification of place and a precise reconstruction of the history of governance and planning in an area are prerequisites for such a strategy. We illustrate this by means of three case studies – Tuscany, Minnesota and Missouri – areas marked by different assets, different planning histories and options, and different perspectives for branding.

Volcanic Amnesia : Auckland city branding and its landscape

by Janet Sayers

This paper is currently in review and versions are being presented at conferences. Drafts available on request. The pdf is just the abstract at the moment. The conference papers are still a bit rough ;o(

This paper critically engages with the practice of sustainable ‘city branding’, especially a central activity of... more This paper critically engages with the practice of sustainable ‘city branding’, especially a central activity of creating visual symbolic identities for cities deriving from ‘natural’ environmental features. This paper interrogates city branding practices using the illustrative example of Auckland, New Zealand, a late colonial mercantile city built on morally contested ground, on an intermittently active volcanic field, and characterised by natural environmental features in its representations. This paper shows how this identity has primarily been represented by natural topographical and environmental features – the harbour, volcanic cones, plants, and wildlife. This paper argues that whilst landscape features may appear to be politically neutral and therefore unifying as symbols for a diverse Auckland, the use of Auckland’s natural landscape in its visual symbolisation strategies is closely tied to practices related historically to the optics of imperialism, and neo-liberal corporatism, which obscures issues important to resolving Auckland’s ongoing identity crises, and suggests the practice of sustainable city branding needs further critiquing. (155 words)

Global competitiveness versus community identity: Can culture be the answer to managing this uneasy balance in towns and cities?

by Andres Coca-Stefaniak

Editorial article published in Journal of Town and City Management (http://www.henrystewart.com/jtcm.aspx)

City management partnerships as shapers of urban strategy and providers of cost-effective solutions to local problems

by Andres Coca-Stefaniak

Editorial article published in Journal of Town and City Management (http://www.henrystewart.com/jtcm.aspx)

How can Branding Principles be transferred to the Tourism Destination Context? An Exploratory Research

by Antonios Giannopoulos

Giannopoulos, A. A., Piha P. L., Avlonitis, G. J., Academy of Marketing SIG Colloquium on Brand, Corporate Identity and Reputation, ESADE Business School, Barcelona, Spain, 9-11 April 2010.

Destination Branding: Qualitative Insights from the Hotel Industry

by Antonios Giannopoulos

Piha P. L., Giannopoulos, A. A., Avlonitis, G. J., 39th EMAC (European Marketing Academy) conference, Copenhagen Business School, Copenhagen, Denmark, 1-4 June 2010

Role of Consultants and Locals in Place Branding: The Case of RediscoveRosarito (Rosarito, USA)

by Efe Sevin

Co-authored with Gregory Payne, and Ada Renedo

RediscoveRosarito was launched as a crisis communication project in response to the drastic drops in tourism and... more RediscoveRosarito was launched as a crisis communication project in response to the drastic drops in tourism and business volumes in the city of Rosarito during the last few years. An outside consultant team was formed by the students and faculty members of Emerson College, located in Boston, MA, USA. After the project’s opening proactive communication phase, the team focused on creating a strategic communication framework to rebrand the city. The main aims of the project were to alter the city’s negative image, to challenge the existing negative mediated reality, and eventually to project Rosarito as a safe travel and business destination for American audiences.

The consultant team faced two preeminent challenges. Firstly, the team was not able to entirely comprehend the regional peculiarities and had limited understanding of the perception of the region by the local community. Even though, the consultants spent time in the region, and followed the media coverage, their knowledge as outside experts was still limited. Secondly, the team failed to create and sustain credibility in the eyes of local people. Local community was reluctant to accept recommendations from outsiders. In addition to this reluctancy, some locals did not even think there was a crisis and did not understand the necessity and benefits of place branding.

In order to overcome these obstacles, the team decided to create and promote a spirit of community around Rosarito’s new brand. Two-way communication bridges were built up between the consultants and the local stakeholders. This intensive dialogue with the locals enabled the team to receive feedback from the field, and contributed to the establishment of several partnerships with local business owners. Also, through several presentations, local authorities and influential people were made aware that there was a definite need for action.

This paper introduces RediscoveRosarito as a case study and argues that a comprehensive rebranding strategy should be based on the demands and expectations of the local people. Outside expert should stay in a supporting position and should use their technical expertise and knowledge to create strategies from local stakeholders’ input. Altering the mediated reality cannot be done solely by outside experts. There is a need to talk directly with the residents and to listen to their perceptions of the region. By engaging with local population through grassroots communication, a strong brand ownership and community spirit can be created. The project’s inside-out branding approach ensures the legitimacy of the consultant, and the efficiency of the branding messages.

See for Yourself: Rebranding Northern Baja through Public Diplomacy

by Efe Sevin

published in "Exchange: The Journal of Public Diplomacy" Inaugural Issue, Fall 2010

Baja Norte has been experiencing drastic drops in tourism and business volumes during the last few years due to the... more Baja Norte has been experiencing drastic drops in tourism and business volumes during the last few years due to the negative mediated reality among the American audience created by some events and media coverage. With an attempt to revive the tourism industry and to build a community spirit, the local administration asked for the support of communication scholars. “Baja, California: See for Yourself” is a project which aims to alter the mediated reality and to provide solutions to the local administration through creating a new regional brand. This case study introduces how the project makes use of public diplomacy and grassroots movements in order to raise awareness about the current situation and improvements in the region as well as to fight the negative stereotypes created by the media. See for Yourself targets mainly the American audience in Southern California because of the geographical proximity and tourism market structure. Rosarito en Positivo, RediscoveRosarito, Northern Baja Student Film Festival, and Southern California Campus Events constitute the project’s fundamental public diplomacy and public outreach attempts. The research demonstrates the importance of grassroots movements and two-way communication in place branding attempts after crisis situations.