Successes and Failures in City Branding Policies

Pareja‐Eastaway, Montserrat; Chapain, Caroline; Mugnano, S

doi:10.1002/9781118554579.ch10

Cited by 6 publications

(7 citation statements)

References 18 publications

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“…In addition, the city is an attractive place to live. The city brand has been smartly anchored in strategic urban planning and civic engagement (Pareja-Eastway et al, 2013). Bearing in mind the evolution of Barcelona's place branding process, the primary strand of reasoning, as proposed in this theoretical framework, enhances the quality of the place.…”

Section: Discussionmentioning

confidence: 99%

“…Barcelona started the branding process after the design of a strong strategic spatial (urban) plan. The place brand was weak but enhanced when integrated IN strategic plans that follow the 1988 primary plan (see Pareja-Eastway et al, 2013). In Northern Minnesota successful planning strategies improved the quality of the place brand (see Van Assche and Lo, 2011)…”

Section: Discussing the Two Strands Of Reasoning: Strategically Thinkmentioning

confidence: 96%

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Place branding as a strategic spatial planning instrument

Oliveira

2014

Place Brand Public Dipl

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Eduardo Oliveirais a PhD candidate at the Department of Spatial Planning, University of Groningen. He was born in Braga (Portugal) where he studied Geography and Planning (University of Minho-UM). Then, he completed a post-degree in Tourism (Catholic University of Portugal). He completed his M.Sc. in Marketing at the School of Economics and Management (UM) and University Sains Malaysia. Eduardo has been appointed Student-Representative of the Regional Studies Association. His work focuses on the theory and practice of place-branding in strategic spatial-planning.ABSTRACT Places are facing major challenges at the environmental, financial and economic levels. These crucial issues demand structural changes and emphasise the need for robust strategic thinking and active instruments that shape and frame what a place is and what it aims to become. As traditional planning instruments become markedly less effective, spatial planners are required to develop new instruments that cope more effectively with the challenges they face in an unbalanced, dynamic and complex environment, while at the same time addressing the social, spatial and economic needs of a place. Place branding has been used to foster economic restructuring, social inclusion and cohesion, political engagement and participation, place identification, and the general well-being of citizens. This article aims to contribute to the academic debate by discussing why and how place branding can be used as an instrument in strategic spatial planning to support a structural change in places. This conceptual article emphasises that place branding as a strategic spatial planning instrument can contribute to improvement of economic and social structure of places and reshape responses to contemporary challenges faced by places.

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Section: Discussionmentioning

confidence: 99%

Section: Discussing the Two Strands Of Reasoning: Strategically Thinkmentioning

confidence: 96%

Place branding as a strategic spatial planning instrument

Oliveira

2014

Place Brand Public Dipl

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“…Besides the acknowledged value of the user-generated content in branding tourist destinations (Munar, 2011), the literature (Pareja-Eastway et al, 2013) suggests tailored branding strategies, which focus on local realities, assets, tangible and intangible elements. Context-sensitive approaches, as opposite to one strategy fits all , are required to achieve effective, sustainable and long-term success in particular in times in which the digital realm is contributing to a borderless world.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Therefore, a resilient and strategic approach to digital channels should be a corner stone of a strong destination branding strategy. Recent literature on tourism planning as Moutinho et al (2013) and on place branding as Pareja-Eastway et al (2013) suggest that organizations in charge of designing branding strategies shall concentrate their effort on:…”

Section: Introductionmentioning

confidence: 99%

Content, context and co-creation

Oliveira

Panyik

2014

Journal of Vacation Marketing

142

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Content generated by tourists, travellers, professional travel bloggers and travel journalists who post, comment and share information on social media channels is arguably the greatest digital challenge of destination branding today. The tourist-/traveller-generated content is likely to generate brand value if integrated into the destination branding strategy. There is, however, a lack of theoretical awareness and empirical research into the role of social media content in shaping destination brands. By taking Portugal as a case study, this exploratory research is aimed to show how content analysis can be used to identify and understand the way tourists and travellers perceive the country as a tourist destination. The application of this methodology on online material could contribute to a refined destination branding initiative for Portugal by integrating user-generated and travel experts content into the strategy. It applies textual content analysis by using qualitative data analysis software (i.e. ATLAS.ti 7.0), within an interpretative paradigm, on tourism-oriented online publications in which the tourism potential of Portugal has been discussed. The findings highlight the tourist/traveller as an opinion maker with access to a plethora of information communication technologies to act as co-creators of brands. Therefore, it is wise to engage them and strategically integrate the content they generate into the whole destination branding effort.

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“…For example, local cultures and the development of local creative industries are considered in the literature as one of the assets for fostering regional identity Pareja-Eastaway et al, 2013). In particular, culture can enable different places to reinvent their images and empower local citizens.…”

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confidence: 99%