How can a place correct a negative image?

Gertner, David; Kotler, Philip

doi:10.1057/palgrave.pb.5990004

Cited by 129 publications

(81 citation statements)

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“…Assim, place branding é uma forma de tornar um local famoso e reconhecido por terceiros (Anholt, 2010). De acordo com Kotler (2004), existem dois estiḿulos fundamentais que nos guiam para o place marketing e o place branding. O primeiro, é o facto dos cidadaõs de um local, quererem que o mesmo tenha oportunidades para poderem por em pratica as suas competencias e interesses, permitindo a possibilidade de melhorar o local, de forma a responder as necessidades dos seus cidadaõs.…”

Section: Place Marketing E Place Brandingunclassified

A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores

Santiago

2018

REDES

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ResumoO presente trabalho tem como objetivo estudar o impacto que a imagem da regiaõ de origem tem na construção do valor da marca, atraveś do exemplo da Marca Açores. Pretende-se analisar o impacto que a Marca Acores tem para a Regiaõ dos Acores, tendo por base duas perspetivas distintas: a perspetiva dos clientes individuais (consumidor final) e a dos clientes empresariais (empresas aderentes ao Selo da Marca Acores). Para a concretização do estudo, realizaram-se entrevistas estruturadas e questionaŕios, de forma a recolher o maior nuḿero de informacaõ possivel, de qualidade e fidedigna. Em relacaõ ao modelo de estudo utilizado, teve-se por base o Modelo do Valor da Marca de Yasin, Noor & Mohamad (2007), que analisa a influencia da imagem da regiaõ de origem nas dimensoẽs do valor da marca (distincaõ da marca, lealdade à marca e conhecimento/associacoẽs à marca) e consequentemente no valor da marca. Os resultados revelaram que a imagem da regiaõ de origem tem um impacto positivo na construcaõ do valor da marca, isto e, a imagem que os clientes individuais e empresariais tem sobre a Regiaõ dos Acores influencia a construcaõ do valor da Marca Acores. Este estudo tambeḿ permitiu concluir que a dimensaõ com maior influencia sobre o valor da marca é a lealdade à marca, o que nos leva a sugerir uma maior enfase na criacaõ de lealdade dos clientes individuais e empresariais à Marca Acores. De um modo geral, tanto os clientes individuais como os clientes empresariais estaõ satisfeitos com a marca e consideram-na uma mais valia para a promocaõ e divulgacaõ da Regiaõ Acores. No entanto, ainda é necessaŕio trabalhar e desenvolver a notoriedade da marca, devido ao nuḿero de individuos que naõ conhecessem a Marca Acores. Palavras-chave: Valor da marca. Imagem da regiaõ de origem. Dimensoẽs do valor da marca. The Influence of the Region of Origin Image on the CustomerCentered Brand Value -An Example of the Azores Brand AbstractThis study aims to observe how the image of region of origin builds up the brand's equity, through the example of the Azores Brand -"Marca Acores".

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Section: Place Marketing E Place Brandingunclassified

A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores

Santiago

2018

REDES

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“…Negative events, such as political conflicts, diseases, terrorism or insecurity, were shown to have negative influence on place image (Gertner and Kotler, 2004;Alvarez and Campo, 2014). This is mainly due to publicity that arouses around the negative events which very often have media coverage worldwide.…”

Section: Politics Conflicts and Image Of A Placementioning

confidence: 99%

“…This is mainly due to publicity that arouses around the negative events which very often have media coverage worldwide. Moreover, violence, political conflicts, war and terrorism represent a real threat to country image (Gertner and Kotler, 2004). In that case, time and strategic image management are two essentials in overcoming the negative image of a place (Gertner and Kotler, 2004; Alvarez and Campo, 2014).…”

Section: Politics Conflicts and Image Of A Placementioning

confidence: 99%

“…Predictively, the nation brand once again was put under the destination brand which does not possess the power to create positive place image investmentwise, export-wise, and employment-wise (Gertner and Kotler, 2004;Fan, 2010; Martínez and Alvarez, 2010). However, if strategically managed and consistent in its messages, destination image could have been strong enough to pave the way for positioning Serbia on a tourism map and thus changing its deteriorated image.…”

Section: Life In the Rhythm Of The Heartbeatmentioning

confidence: 99%

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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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“…The process of creating a city brand must be coordinated both from the perspective of marketing techniques and from the viewpoint of urban development strategies including socioeconomic and spatial planning. The branding can be thought of as a success if it is able to deliver core urban values that are deemed valid, distinctive, appealing, durable, and communicable (Gertner and Kotler, 2004).…”

Section: Theoretical Approaches To City Brandingmentioning

confidence: 99%

City branding and its economic impacts on tourism

Herget¹,

Petrů²,

Abrhám³

2015

Economics &Amp; Sociology

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Abstract. Economic competition of cities from the point of view of tourism, trade and investments is becoming very intensive as the world economy goes global. Certain cities are attracting all of the assets and the attention, while others are becoming more or less invisible. One of the key prerequisities for the success of cities is their overall image, or so-called "city branding". Th e perception of the city aff ects its attractiveness to tourists, foreign investors or potential students. Marketing experts are trying to brand or re-brand cities in order to create a community where people will want to live and that will be attractive for the visitors. Our paper analyzes diff erent approaches to city branding based on empirical statistical data analysis for assessing the relationship between quality of the city brand and average price of hotels in the city. Our results yielded a positive relationship between the value of the cities' brands and the hotel prices in the cities, although the scope is not as big as in the case of the Saff ron barometer. Our fi ndings can be explained by the diff ering concepts of the used indexes: while CBI is more general and includes economic, education and infrastructure aspects, the Saff ron barometer is much more tourism-related.

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How can a place correct a negative image?

Cited by 129 publications

References 0 publications

A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores

A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores

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

City branding and its economic impacts on tourism

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