The critical role of stakeholder engagement in a place branding strategy: a case study of the Empordà brand

Vela, Jordi de San Eugenio; Portet, Xavier Ginesta; Kavaratzis, Mihalis

doi:10.1080/09654313.2019.1701294

Cited by 42 publications

(38 citation statements)

References 18 publications

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“…However, this article's theoretical reflection is also possible thanks to the results of the empirical studies that the authors have carried out between 2012 and 2020, all of them structured through contacts with local administrations in Catalonia (Ginesta et al, 2020;San Eugenio, Ginesta, Compte-Pujol, et al, 2019;San Eugenio, Ginesta, & Kavaratzis, 2019). The various contracts have enabled the authors to conceptualize, design, and implement a number of regional and city brands in Catalonia.…”

Section: Methodsmentioning

confidence: 99%

“…Below, and from the accumulated experience of the authors conceptualizing and implementing place brands (see Table 1) under contract with various public administrations (Ginesta et al, 2020;San Eugenio, Ginesta, Compte-Pujol, et al, 2019;San Eugenio, Ginesta, & Kavaratzis, 2019), a proposal for a theoretical review of the concept of place branding is presented, assuming its inherently political nature.…”

Section: Conceptualizing the Political Dimension Of Place Brandingmentioning

confidence: 99%

“…The design, conceptualization, and implementation of place brands has become a perfect instrument for regional governance. The various case studies mentioned in the methodology section of this article (see Table 1) enable us to verify the capacity of the processes of conceptualizing place brands to draw a strategic framework where the public administration can make decisions related to the deployment of its policies much more effectively (San Eugenio, Ginesta, Compte-Pujol, et al, 2019;San Eugenio, Ginesta, & Kavaratzis, 2019).…”

Section: Place Branding As a Device Of Regional Governance: Spatial Pmentioning

confidence: 99%

“…This means that place branding needs to avoid the political tactics that are usually imposed in public management and that, in the case of Spain, has marked the way public policies have been planned. And also those related to place promotion, which have often ended up being reduced to a logo and a slogan with no real connection to place management (San Eugenio, Ginesta, & Kavaratzis, 2019).…”

Section: Place Branding As a Legitimizer Of Political Actionmentioning

confidence: 99%

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Rethinking Place Branding From a Political Perspective: Urban Governance, Public Diplomacy, and Sustainable Policy Making

Portet

Vela

2020

American Behavioral Scientist

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Place branding is a relatively new transdisciplinary academic discipline. It is an evolution of what some researchers understood as “place or city marketing,” “place selling,” and “place promotion.” The three concepts analyze the need that territories have to position themselves in order to compete in the global markets through an eminently economic perspective. However, place branding rejects the corporate world to address, as positioning axes, the tangible and intangible values of a specific region and, therefore, its identity. Furthermore, public administrations have had to adopt strategies that link residents when designing place brands that can guarantee long-term narratives and become effective mechanisms for spatial planning, urban governance, local development, or economic promotion. Citizens’ engagement, at the grassroots level, has become a key element for the successful conceptualization and implementation of place brands. The current discipline of place branding is therefore totally linked to the political order. Public administrations become key actors in the development of place branding campaigns, not only in the local context but also at the national and international levels. The aim of this article is to present a theoretical evolution of place branding in order to find the most common links with the political order, as well as to design a conceptual framework to fit this discipline into the context of political science. This theoretical evolution will be conceived taking into account the results of previous empirical research that the authors conducted for different Catalan public administrations. The results of this article show clear synergies between four basic concepts: the place brand, its aim to contribute to sustainable planning, its influence on public governance decisions and, finally, its capacity to be central in the definition of public diplomacy programs outside the usual state-centric domain. Therefore, place branding led by public administrations—this is what we can understand as “public branding”—has a major and inevitable political focus.

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Section: Methodsmentioning

confidence: 99%

Section: Conceptualizing the Political Dimension Of Place Brandingmentioning

confidence: 99%

Section: Place Branding As a Device Of Regional Governance: Spatial Pmentioning

confidence: 99%

Section: Place Branding As a Legitimizer Of Political Actionmentioning

confidence: 99%

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Rethinking Place Branding From a Political Perspective: Urban Governance, Public Diplomacy, and Sustainable Policy Making

Portet

Vela

2020

American Behavioral Scientist

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“…Otro elemento de éxito parte de la convicción que, en realidad, un proceso de esta naturaleza, lo que acaba aportando es un plan estratégico del territorio de facto, esto es, un conjunto de información muy valiosa de parte de la ciudadanía referido a una propuesta futura de modelo de territorio. De este modo, la disciplina del place branding queda intrínsecamente vinculada a la planificación urbana y el desarrollo sostenible del territorio (Muñoz, 2008;Oliveira, 2015;De-San-Eugenio et al, 2019). El rigor es un elemento definitivo de éxito.…”

Section: Conceptualizando E Implementando Marcas De Lugar: Factores Punclassified

El branding territorial ante los nuevos desafíos de la sociedad: redefinición teórica y análisis de los factores que contribuyen a su implementación exitosa

De-San-Eugenio

Portet

2020

Comunicación Y Diversidad. Selección De Comunicaciones Del VII Congreso Internacional De La Asociación Española De Investigaci

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Place branding offers multiple possibilities for the economic development of territories, but it is necessary to understand well the implications of its implementation processes to control the mechanisms and projections of competitive identities. Firstly, this contribution sets the term “place brand” and the revision of its theoretical formulation in accordance with new multidisciplinary perspectives of analysis and new contemporary social challenges. Secondly, the factors that can lead to success or failure in the implementation of territorial brands are discussed from an applied perspective and as a result of the experience gained from several knowledge transfer projects led by the authors. To exemplify this second part, the authors start from the experiences accumulated in the conceptualization, development, and implementation of the brands of the Catalan cities of Vic and El Vendrell, as well as the supra-municipal brands of El Pla de l’Estany, Boscos de bruixes i bandolers, and L’Empordà, linked to the actions of county councils or associations. These investigations started from a similar triangulation method: semistructured interviews with local opinion leaders, focus groups for discussion with prescribing audiences, and citizen surveys based on simple random sampling. These projects highlight that, beyond the importance of the new brand for the management of the identity of the place and its economic promotion, cohesion and cooperation between political actors become a key element for its success and subsequent use throughout different mandates. The local and regional media are also presented as speakers and main ambassadors of the new brands’ storytelling. Resumen Las marcas de lugar ofrecen múltiples posibilidades para el desarrollo económico de los territorios, pero resulta necesario entender bien las implicaciones inherentes a sus procesos de implementación con el fin de encauzar los mecanismos y proyecciones de identidades competitivas. Esta contribución fija, en primer lugar, el término “marca de lugar”, y se revisa su formulación teórica de acuerdo con nuevas perspectivas multidisciplinares de análisis y los nuevos desafíos sociales contemporáneos. En segundo lugar y desde una perspectiva aplicada, se da a conocer, fruto de la experiencia acumulada a través de diversos proyectos de transferencia de conocimiento liderados por los autores de la comunicación, los factores que pueden conducir al éxito o al fracaso en la implantación de marcas territoriales. Para ejemplificar esta segunda parte, los autores parten de las experiencias acumuladas en la conceptualización, desarrollo e implementación de las marcas de las ciudades de Vic y El Vendrell, así como las marcas supramunicipales de El Pla de l’Estany, Boscos de bruixes i bandolers y L’Empordà, vinculadas a la acción de consejos comarcales o mancomunidades. Estas investigaciones han partido de una triangulación metodológica similar: entrevistas semiestructuradas a líderes de opinión locales, grupos focales de discusión con públicos prescriptores y encuestas a la ciudadanía a partir de un muestreo aleatorio simple. Estos proyectos ponen de relieve que, más allá de la importancia de la nueva marca para la gestión de la identidad del lugar y su promoción económica, la cohesión y cooperación entre actores políticos deviene un elemento clave para su éxito y posterior uso a lo largo de diferentes mandatos. También se presentan los medios de comunicación locales y comarcales como altavoces y principales embajadores del storytelling de la nueva marca.

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Theorizing “Value” in Sustainable Urban Branding Strategies

González

Gale

2021

Public Branding and Marketing

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The twenty-first century has been officially dubbed as the "century of cities" (Carrillo et al. 2014). With the advent of globalization, the concept of the Anthropocene grasps the idea that it is human rather than natural impacts now shaping Earth's fundamental geological features, most notable in the worldwide spread of pollutants and microplastics, the melting of glaciers, climate change, but also perhaps global pandemics. Sometimes characterized as an ideology (Yigitcanlar and Kamruzzaman 2018) like liberalism, socialism, nationalism, feminism, and ecologism, the concept of sustainability and associated ideas have resulted in a new conception of the ends of political economic activity in urban areas necessitating emerging, and new combinations of, available governance means and associated resources.However, while cities are increasingly engaging in planning and branding for sustainability, to date, there has been insufficient attention or scrutiny applied to what these new ends and means are and might need to look like (for notable exceptions, see Anttiroiko 2014; Eshuis and Edwards 2013; Lucarelli 2018; Sevin 2011; Zavattaro 2018). In particular, little attention has been devoted to reflecting on how sustainability is calling into question our understanding of one of the English language's most slippery concepts, "value."In its origins, city branding resulted from the application of mainstream marketing and branding concepts to cities. Focusing on commoditizing places as products, marketing has long been used as "a strategy to provide cities with an image, a

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The critical role of stakeholder engagement in a place branding strategy: a case study of the Empordà brand

Cited by 42 publications

References 18 publications

Rethinking Place Branding From a Political Perspective: Urban Governance, Public Diplomacy, and Sustainable Policy Making

Rethinking Place Branding From a Political Perspective: Urban Governance, Public Diplomacy, and Sustainable Policy Making

El branding territorial ante los nuevos desafíos de la sociedad: redefinición teórica y análisis de los factores que contribuyen a su implementación exitosa

Theorizing “Value” in Sustainable Urban Branding Strategies

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