Browsing Departments by Subject "Place Branding"
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On the authority and role of place brand image rankingsCsaba, Fabian Faurholt; Stöber, Birgit (Frederiksberg, 2011)[More information][Less information]
Abstract: This paper discusses the practice of ranking linked to the issue of place branding focusing on two cases from Denmark, one the national level, the other on the local level, namely the city of Copenhagen. Rankings of places have increased, and – as we shall argue – so have their influence on identity negotiation and public policy. Drawing on experiences with rankings in other fields (corporate reputation and higher education) and critical work on polling, we examine their growing influence, unanticipated consequences and claims to represent places and people. We analyze how media and various audiences represent and use place image survey results. URI: http://hdl.handle.net/10398/8243 Files in this item: 1
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Abstract: Cities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity of their stakeholders and the variety of place perceptions into account. Our study, however, reveals significant discrepancies between internal and external stakeholders’ mental representations of a place brand, using the city of Hamburg as an example. We therefore argue that place brand management needs to align its brand communication with stakeholders’ interests, using an integrated approach to developing city-specific strategies for building target group-specific place brand architecture. URI: http://hdl.handle.net/10398/8564 Files in this item: 1
Beckmann _Zenker_EMAC_2012.pdf (600.9Kb) -
Different Perceptions of a Place Brand by Diverse Target GroupsZenker, Sebastian; Knubben, Evelyn; Bechmann, Suzanne C. (Frederiksberg, 2010)[More information][Less information]
Abstract: compete strongly with each other for attracting tourists, investors, companies, or talents. Place marketers therefore focus more and more on establishing the city as a brand and to promote their city to its different target groups. But the perception of a city (brand) can differ dramatically between those groups. Thus, place branding research should emphasize much more the city brand perceptions of the different target groups and develop strategies for cities on how to build an advantageous place brand architecture vis-à-vis its stakeholders. In this regards, we show in two empirical studies – 40 qualitative in-depth-interviews (Study 1) and an online qualitative open-ended-question survey with 334 participants (Study 2) – using network analysis the important discrepancies between the city brand perceptions in the mental representation of different target groups for the example of the city of Hamburg. Furthermore, practical implications for place marketers are discussed. URI: http://hdl.handle.net/10398/8266 Files in this item: 1
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