Rural place branding from a multi-level perspective: a Danish example

Gulisova, Barbora; Horbel, Chris; Noe, Egon

doi:10.1057/s41254-021-00204-8

Cited by 5 publications

(7 citation statements)

References 35 publications

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“…Doyle (2019) illustrates this with the case of Medellı ´n and notes that "while outsiders see Medellı ´n as being a 'model', this is generally not received by insiders" (p. 329). Meanwhile, assessing the effectiveness of place branding policy poses a challenge (Gulisova et al, 2021b) because the outcomes of place branding are not always straightforward. Indeed, place branding policy often oversimplifies place branding by reducing it to the tactics of commercial promotional advertisements and slogans.…”

Section: Place Branding and Public Policymentioning

confidence: 99%

“…In fact, place branding is fundamentally a matter of governance involving a network of actors, heavily reliant on stakeholder input to address policy challenges (Klijn and Koppenjan, 2016). Many cases, such as those in Denmark (Gulisova et al , 2021b) and Canada (Arku, 2014), have demonstrated the pivotal role of government in facilitating stakeholder collaboration within the place branding process. However, this can also introduce risks, such as insufficient consultation with local communities (Bichler, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Therefore, having strong leadership is crucial for the success of a place brand. “In the absence of strong leadership and a clear strategy, the various stakeholders, especially public and private sector representatives, might not be able to foster the necessary collaboration and partnership” (Gulisova et al , 2021b).…”

Section: Literature Reviewmentioning

confidence: 99%

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Place branding as rural development policy in China: the case of Guangshan county

Zhang,

Liu,

Baldi

2024

DPRG

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Purpose This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China. Design/methodology/approach An in-depth case study analysis, including interviews, has been conducted. Findings Place branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effects on rural development, it is unsustainable and unstable because it lacks sufficient market and stakeholder participation. Research limitations/implications The effectiveness of place branding in China has been examined and proved. Practical implications The government’s role in place branding in China should be adjusted. The government should position itself as a service and auxiliary role. Simultaneously, it should strengthen market-oriented operations and stakeholder participation in place branding. Originality/value This paper is one of the first contributions to examine the impact of place branding as a rural development policy tool in China, and the in-depth case study examines and proves the effectiveness of place branding in rural China.

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Section: Place Branding and Public Policymentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Place branding as rural development policy in China: the case of Guangshan county

Zhang,

Liu,

Baldi

2024

DPRG

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“…The place brand topic is a concept worked out by several authors [1,[8][9][10] and can easily be found in the scientific literature of branding and marketing scientific journals. However, there are many studies that establish different classifications, such as superior place branding and inferior place branding [21], place brand identity [22], and place physics, place practices, and place personality [23]. Almeida [2] studies place branding and territorial brand separately.…”

Section: Place Brand and Territorial Brand Typologies In The Scientif...mentioning

confidence: 99%

Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand

Almeida¹,

Cardoso²

2022

Sustainability

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There is a clear controversy between the concepts of place branding and territorial brand in the context of regional development, with different meanings being attributed depending on the regions of the world. On the one hand, there are the typological designations attributed to place branding coupled with marketing, and on the other hand, the typologies attributed to local governance and often mixed with the territorial brand but not considering the regional development. This discrepancy creates a gap in the scientific literature for a uniform classification model for the territorial brand. To fill this gap, this study adopts qualitative content analysis, and its main objective is to present a uniform territorial brand classification model. Through a review of the scientific literature on the subject, 18 variables were found to build the theoretical model, which was then applied to the analysis of 60 territorial brands. The results of this study led to the Territorial Brand (TRbrand) Classification Model, with 16 dimensions of analysis and generated 13 concepts. The conclusions reveal a new typological classification model for the territorial brand in regional development, the TRbrand Classification Model, which includes the brand, the territory, the cultural diplomacy, the local governance, the social actors, and the regional development.

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“…De Rosa et al , 2019; Foroudi et al , 2016; Larsen, 2018; Rabbiosi, 2016; Truong et al , 2018; Zenker et al , 2017). In contrast to place branding of nations and urban centers, which primarily aims to attract tourists, investors and migrants, branding of rural areas emphasizes the abilities and requirements of the local populace and fosters internal development (Donner et al , 2017; Gulisova et al , 2021). Nonetheless, relatively little scholarly attention has been directed to rural place branding, and only a few notable studies are available (e.g.…”

Section: Introductionmentioning

confidence: 99%

Rich alone or rich together: the impact of value proposition innovation on the product–place co-branding value

Zhu,

Fu,

Wen

et al. 2024

JBIM

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Purpose This study aims to examine an emerging product–place co-branding marketing practice in China’s rural areas. The role of this practice in inclusive development is analyzed from the perspectives of value proposition innovation, market legitimacy, media coverage and brand value. Both research and practice indicate value proposition innovation to exert an important influence on brand value enhancement, but little is known about the mediating and moderating mechanisms underlying this relation. Design/methodology/approach A moderated mediation model is constructed to examine whether market legitimacy mediates the relationship between value proposition innovation and brand value. vWhether this mediating process is moderated by media coverage is also examined. The primary data are collected from semi-structured interviews and observations conducted with two common cases to develop proper scales for value proposition innovation and market legitimacy. The research includes 100 product–place co-brandings published by the Ministry of Agriculture and Rural Affairs in 2019. Hypotheses are tested using hierarchical regression and a Bootstrap model. Findings Value proposition innovation has a positive effect on brand value, and market legitimacy partially mediates this relationship. Media coverage positively moderates the relationship between value proposition innovation and market legitimacy, and positively moderates the mediating effect of market legitimacy; the higher the media coverage, the stronger the mediating effect of market legitimacy. Research limitations/implications Based on data availability and accessibility, the study sample focused on indicators from 100 brands in 2019. If the Ministry of Agriculture and Rural Affairs discloses consecutive annual information for other years, future studies could explore panel data to further test the study’s conclusions from a longitudinal perspective. Originality/value First, this paper adds to the emerging literature on product–place co-branding business models by examining the relationship between value proposition innovation and brand value. Second, this paper enriches institutional theory by including market legitimacy as a mediator between value proposition innovation and brand value. Third, this paper identifies the moderating role of media coverage, thus broadening the theoretical implications of institutional theory with respect to improving market legitimacy.

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Rural place branding from a multi-level perspective: a Danish example

Cited by 5 publications

References 35 publications

Place branding as rural development policy in China: the case of Guangshan county

Place branding as rural development policy in China: the case of Guangshan county

Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand

Rich alone or rich together: the impact of value proposition innovation on the product–place co-branding value

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