Search results for "Place branding"
showing 8 items of 8 documents
Challenges in joint place branding in rural regions
2013
The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…
International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
2012
International audience; The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the pla…
SPORT CITY BRANDING OF A MID-SIZED CITY IN FINLAND
2016
Zbog rastuće globalne konkurencije među gradovima brending je od nedavno postao važan element gradskih strategija. Rad prikazuje kako dionici marke doživljavaju sportsku marku Jyväskyläe, grada srednje veličine u Finskoj. Autori su proveli dubinske intervjue s jedanaest gradskih dužnosnika i sportskih menadžera koji su utjecali na sportsku marku grada Jyväskyläe. Prema rezultatima istraživanja, ispitanici smatraju kako Jyväskylä ima snažan imidž grada sporta. On počiva na sportskom obrazovanju, sportskim događanjima, jakim sportskim klubovima i aktivnom građanstvu. Rezultati pokazuju da bi sport, a posebno sportska događanja, mogli biti ključan element u razvoju imidža marke grada Jyväskylä…
Procesos de «re-imageneering» turístico: el eclipse de la identidad local de Valencia
2011
Ostentación, abundancia y gusto por lo efímero son constantes de la naturaleza valenciana, región donde la creatividad fácil y desbordante se conjuga con una genuina vulgaridad de los sentidos. Valencia se ha mostrado siempre como un añejo escaparate natural, pero la frondosidad de su antigua huerta enmudece hoy ante ciudades temáticas de escasa raigambre en el territorio como la Ciudad de las Artes y las Ciencias. Los ciudadanos valencianos ya no se pueden identificar con marcas remitentes al «sol y playa», con abreviaturas aeroportuarias (VLC) o con eslóganes de un territorio que, tras hipotecar suelo, recursos y costumbres, sigue aún «dándote todo», según reza el eslogan turístico. Estud…
The intimate relationship between food and place branding: a cultural semiotic approach
2022
Over the past ten years, food and places have been at the epicenter of sophisticated branding strategies. On the one hand, there has been enormous growth in the number and complexity of branding devices such as ‘geographical indications’ (GIs) that aim to establish cultural associations between local food products and places of origin. On the other hand, cities, regions, and states use cuisine, ingredients, and traditional dishes in destination marketing strategies to introduce food identity as a distinctive element in the brand image of a place. These processes have been extensively studied by place branding researchers, inasmuch as by social and human scientists at large, while highlighti…
CO-CREATING THE PLACE BRAND OF FINNISH LAPLAND : Mental associations and visual representations
2019
Master's thesis Innovative governance and public management ME523 - University of Agder 2019 Brands are living in an era of customer-centric life where alltheir potential, present and former customers are regardedas co-creators. The center of attention is in customers’ daily lives and they have an enormous amountofpower to influence on brands.Social media hasaccelerated the pace of communication and this has connected also cities and counties into the new brand co-creation paradigm. Places have adopted branding practices from the business world to persuadepeople to move, do business or travel in their area. In Finland, Lapland has been one of the first counties to execute place branding act…
Exploring multisensory place experiences through cruise blog analysis
2019
Mārketinga vadības metožu izmantošana Latvijas pašvaldībās
2015
Elektroniskā versija nesatur pielikumus