Results 261 to 270 of about 13,462 (309)

Place brand developers’ perceptions of brand identity, brand architecture and neutrality in place brand development

Place Branding and Public Diplomacy, 2016
This study examines the perceptions of place brand developers when they are involved in place brand development. This work is focused on three issues: brand identity, brand architecture, and the possible neutrality of place brand developers regarding the territory identities.
Francisco J. Sarabia-Sanchez, Maria J. Cerda-Bertomeu   +1 more
openaire   +1 more source

Figure of Merit for places: Perspectives on place branding

MERCATI & COMPETITIVITÀ, 2017
Building on the formula of "Figure of Merit" used in technology studies, this work aims at findings analogism in place marketing by presenting "Figure of Merit for Places"; the identified formula represents the possible decision making algorithm that the cluster of Digital Nomads could use to choose a place to live for a period of life.
Roberto Bruni, Michela Matarazzo, Dusan Mladenovic   +2 more
openaire   +2 more sources

Place branding and place narratives

2017
This chapter discusses the potential of narratives in facilitating community engagement through a participative place branding process. Narrative is an important mode through which people construct reality and as such narrative is also implicated in the formation of place.
Lichrou, Maria, Patterson, Maurice, O'Malley, Lisa, O'Leary, Killian   +3 more
openaire   +1 more source

Place Branding in Systems of Place – on the Interrelation of Nations and Supranational Places

2015
The pervasive managerial logic of branding has established a stable foothold in the context of place management. Yet the question of whether places, such as cities, regions and nations, can be effectively managed using marketing techniques remains elusive, as place brands and company brands have been observed to differ in various ways.
Zenker, Sebastian, Andéhn, Mikael
openaire   +1 more source

Online Place Branding

2021
This chapter provides a new methodological analysis grid on the topic of the variations of identity characteristics that appear on the webpages of country brands, highlighting the theoretical perspectives, strategies, and ways in which brands are built in the socio-cultural environment by their stakeholders or their legal owners and the valences of the
Victor Alexandru Briciu, Arabela Briciu
openaire   +1 more source

Co-branding public place brands: towards an alternative approach to place branding

Place Branding and Public Diplomacy, 2018
Contrary to the traditional understanding of place branding inspired by product, service and corporation branding, the present paper adopts place branding interdisciplinary literature in order to develop a conceptual framework that focuses on the constituting features of place brands as a form of public brands.
openaire   +1 more source

Of Places and Brands

2011
Despite overstated claims of their ‘global’ homogeneity, ubiquity and contribution to ‘flattening’ spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international ...
openaire   +1 more source

Place brand equity: a model for establishing the effectiveness of place brands

Journal of Place Management and Development, 2012
PurposePlaces in competition for inward investment increasingly apply place brands to address their target groups, often being unable to adequately establish the effectiveness of this approach. Based on theoretically derived components and structures an empirically validated model – the investor‐based place brand equity model (IPE) – is presented ...
openaire   +1 more source

From brand equity to place brand equity and from there to the place brand

Place Branding and Public Diplomacy, 2014
Magdalena Florek, Mihalis Kavaratzis
openaire   +1 more source

The importance of places and place branding

2013
In the analytical part of this study, we highlight that, despite globalisation and growing uniformity, there is still an important role for place itself in the location decisions of economic players. Part III of this volume deals with this. Even though city-regions across the world have become better and more tightly connected with each other, and ...
Kovács, Z., Musterd, S.
openaire   +2 more sources