An analysis of terminology use in place branding

Hanna, Sonya; Rowley, Jennifer

doi:10.1057/palgrave.pb.6000084

Cited by 234 publications

(166 citation statements)

References 44 publications

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“…It has the intention to increase the attractiveness of cities, regions and nations. Place branding has the longest history in terms of tourist marketing (Hanna & Rowley, 2008), but it is no longer restricted to traditional tourist destinations. Rather, "place branding" has become an important element in the development strategies for all kinds of cities and regions.…”

Section: Place and City Brandingmentioning

confidence: 99%

“…A diversified body of literature on place branding has emerged, with contributions from many different disciplines (urban studies, business and management, geography, sociology and planning) as well as consultants and practitioners. Several literature reviews on place branding and place marketing have been performed in recent years (Andersson, 2014;Berglund & Olsson, 2010;Hanna & Rowley, 2008;Kavaratzis, 2005;Lucarelli & Berg, 2011;Lucarelli & Brorström, 2013;McCann, 2009). Lucarelli and Berg (2011) identify three dominating perspectives adopted in city branding research: 1) "Branding as production" focuses on how to create and manage a brand as well as a branding process;…”

Section: Place and City Brandingmentioning

confidence: 99%

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Green Attraction—Transnational Municipal Climate Networks and Green City Branding

Busch¹,

Anderberg²

2015

JMS

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In this article, we investigate the nexus of green city branding and municipal climate networks. In recent decades, a number of formal transnational municipal climate networks have emerged and their membership continues to increase. In parallel, city branding that is based on green policies, has gained importance. Based on quantitative and qualitative data, we assess how and to what extent German cities use their membership in transnational municipal climate networks to communicate green city brands. In contrast to our expectations, we encountered very few indications of green city branding efforts by German cities. Our analysis shows that in general, branding considerations only play a negligible role in the involvement of cities in transnational municipal climate networks or climate policies. Instead, it seems that German cities use their membership in climate networks, to genuinely improve local climate change strategies. We therefore suggest that research on green city branding should be more sensitive to the particular context of cities and efforts should be made to unveil the underlying motives for the communication of green policies.

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Section: Place and City Brandingmentioning

confidence: 99%

Section: Place and City Brandingmentioning

confidence: 99%

Green Attraction—Transnational Municipal Climate Networks and Green City Branding

Busch¹,

Anderberg²

2015

JMS

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“…While the need for place/destination branding is widely recognised there is nevertheless confusion about its nature and scope. There is very little common theory to reflect "what" we are doing; research and other contributions have focused on the way of branding, in other words, the "how" has been the focus for discussion (Hanna & Rowley, 2008;Lucarelli & Berg, 2011). This is also linked to the fact that brand image perceptions contrast strongly due to the variety of target groups (Zenker, 2009).…”

Section: Destination Branding and Branding Conceptsmentioning

confidence: 99%

Webpage Design and Quality of Seaside Tourism Destinations: A Question of Collaboration

Blumrodt¹,

Palmer²

2013

IBR

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The Internet has become increasingly important for promoting tourism destinations. Place branding has become an important marketing tool as destinations use it strategically and tactically to promote their unique advantages. However, at both a strategic and tactical level, place brands have to satisfy the needs of a wide range of stakeholders, often involving long and time consuming channels of negotiation before a strategy is agreed. A consequence is a frequent disjuncture between a place brand 'as officials wish that it is' and 'as it actually is'. This exploratory research analyses different tourism office websites from French and English seaside tourism destinations. Our approach combines two different methods. First, we present the specific communicated images. Second, interviews with officials of these cities compare the communicated image to the desired one. Tourism seaside destination brand image is made up of specific brand image factors. We find that cities with a similar environment communicate elements of their natural settings as well as other brand elements but the communicated image does often not fit with the desired brand image. It is evident that the characteristics of collaboration between different entities impacts on the quality of designed websites.

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“…Originally, the core goals of branding were to acquire market share and build consumer loyalty; differentiate between previously generic products so that the producer would have control over prices and better predict the demand for certain products (Dinnie, 2008). Over time, the initial concept of branding products and services evolved and served as a basis for (tourism) destination branding, which in recent times has also been applied to places, nations and countries (Hanna and Rowley, 2010). As such, the concept of place branding has emerged, which created some additional insecurity as to what is being branded -a place, a nation, or a destination.…”

Section: Introductionmentioning

confidence: 99%

“…The literature on place branding suggests that the term 'place' refers to a geographic location, a nation, a country, a region, a city, and a tourism destination (Hanna and Rowley, 2010). All of these already come with a given name, and therefore the traditional branding practices of assigning a name or a symbol to a place are inapplicable.…”

Section: Introductionmentioning

confidence: 99%

Branding of a (Desti)nation with a Deteriorated Image: The Case of Serbia

Korać

Šegota

2017

SIP

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This paper offers insights into the differentiation between nation branding and destination branding and how important it is for the successful rebranding of a country with a deteriorated and negative image. It is on the case of Serbia that authors wish to demonstrate how a country engages in competitive marketing strategies in order to boost investments, exports and employment opportunities, but fails to develop a coherent nation branding platform at the highest strategic level. The literature review highlights the differences and relations between three concepts -place branding, nation branding and destination branding. The paper presents the results of the content analysis of key branding initiatives, followed by visual messages, developed and implemented by the Serbian Government and the National Tourism Organization of Serbia in the period from 1996 to 2016. The results are chronologically presented in the form of a discussion, establishing links between destination branding and nation branding practices in Serbia. The conclusion is that none of the branding initiatives have proved successful until now. This is predominantly due to the Government's lack of understanding of the very concept of nation branding and it being mistaken for destination branding and tourism marketing. Current promotional efforts focus on presenting Serbia to internal and external stakeholders primarily as a tourist destination.Key words: nation branding, tourism destination, brand image, Serbia -a post-communist country. Corresponding author. Sociologija i prostor, 55 (2017) 207 (1): 77-99 78S o c i o l o g i j a i p r o s t o r IntroductionNation branding and destination branding are highly valued and potentially conflicting processes in establishing competitiveness of a place. While attention has been paid to nation branding and destination branding individually, not much attention has been paid to how they interact. With governments experiencing increasingly formal expectations that their branding initiatives will result in a strong nation brand to promote specific economic interests of the country, we require systematic knowledge about how different branding practices play out for transitioning countries.At the turn of the new millennium, the emergence of new nations and countries was one of the main trends that gave rise to the creation of nation branding (Yan, 2008). The emerging countries and nations saw branding as a chance to distinguish and position themselves among other newly established countries (Anholt, 2007). However, these nations were not the only ones that recognized and espoused the advantages and possibilities of branding. The world's leading nations also embraced nation branding as a tool for gaining the upper hand in the circumstances of global economic instability. Nowadays, more and more governments are turning to marketing and branding techniques to highlight competitive advantages over their closest rivals (Anholt, 2008) in order to increase investments, attract tourists, exports and talents. Ori...

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An analysis of terminology use in place branding

Cited by 234 publications

References 44 publications

Green Attraction—Transnational Municipal Climate Networks and Green City Branding

Green Attraction—Transnational Municipal Climate Networks and Green City Branding

Webpage Design and Quality of Seaside Tourism Destinations: A Question of Collaboration

Branding of a (Desti)nation with a Deteriorated Image: The Case of Serbia

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