Categories: All - storytelling - identity - authenticity - community

by lahoz carmen 11 years ago

377

Alejandro

City branding is a complex field that revolves around creating and managing the identity of a place to enhance its appeal. Effective strategies often emphasize a bottom-up approach, where community involvement and co-creation play crucial roles.

Alejandro

City Branding

Casey studies

Barcelona

Vega, 2011

Amsterdam

Centers of research

xxxxx
Erasmus University (Rotterdam)
Publications
Academics

Benefitis of place branding / strong -positive brand image

Place branding equity

Importance

The notion of brand equity is critical: the idea that reputation is a hugely valuable asset that needs to be managed, measured, protected, leveraged and nurtured over the long term.

Anholt 2008

Studies on city/place branding

Subtopic
Place / city branding management

Ashworth GJ and Kavaratzis M, 2009, Beyond the Logo: Brand Management for Cities, Journal of Brand Management, Vol. 16, No. 8, pp. 520-531.

Strategies
Storytelling
Índex
CBSI (proposed by Fetscherin (2010)

Fetscherin, M. (2010) The Measurement and Determinants of a Country Brand: The Country Brand Strength Index, International Marketing Review, Vol. 27, No. 4, pp. 433-351

Saffron
Anholt GfK-Roper City Brands Index™

Anholt, S. (2006). The Anholt-GMI City Brands Index: How the World sees the World’s cities. Place Branding, 2 (1), 18–31

Can a place / city be branded?

Anholt S, 2003, Elastic brands, Brand Strategy , February 2003, pp. 28-29

Co-creation / bottom-up approach / ...

Aitken, R. and Campelo, A. 2011. The Four Rs of Place Branding. Journal of Marketing Management 27(9-10), pp. 913-933

We suggest that a bottom-up approach based on the paradigm of co-creation should be taken to developing a place brand and that brand ownership is determined by the extent to which the representation of the place reflects the experience of the community. Such an approach, we believe, is essential to achieve authenticity (brand essence), commitment from stakeholders, and brand sustainability. Grounded in ethnographic research, this paper presents a model that structures the features of community ownership from a bottom-up perspective and proposes four fundamental elements of place branding that encapsulate the experience of the place: rights, roles, relationships, and responsibilities.

Role of city / place branding

Kavaratzis, M. and Hatch, M.J. (2013), The Dynamics of Place Branding: An Identity-based Approach to Place Branding Theory, Marketing Theory, 13 (2), 69-86.

Theories

Sense of Place

Hede, Anne-Marie and Watne, Torgeir (2013) Leveraging the human side of the brand using a sense of place: case studies of craft breweries. Journal of Marketing Management. Special Issue: Anthropomorphic Marketing. Volume 29, Issue 1-2.

Massey, D., 1991, “A global sense of place” Marxism Today (38) 24-29

Massey, D. (1994) “A global sense of place” in Massey, D., (Ed.), Space, Place and Gender, Polity Press, Cambridge, pp. 146-56

Urban planning

Amdam, R. (2004) Spatial County Planning as a Regional Legitimating Process, European Journal of Spatial Development, September, nº 11

Baker M, Hincks S, Sherriff G, 2010, "Getting involved in plan making: participation and stakeholder involvement in local and regional spatial strategies in England" Environment and Planning C: Government and Policy 28(4) 574 – 594

Tourism management
Marketing Management
Country of origin

Al-Sulaiti, K.I. & Baker, M.J. (1998). Country of origin effects: A literature review. Marketing Intelligence & Planning, 16, 150–199

Brand and branding

Aaker DA, 1996, Building strong brands , Free Press, New York

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions.

Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY. LLIBRE FÍSIC

Aaker, D.A., 2004. Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: The Free Press.

Aaker, D.A., 2005. Strategic market management. New York: Wiley.

Definition of place branding

Anholt

Definition of nation branding
Definition of rational branding
Definition of city branding