scholarly journals Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion

Cities ◽  
2018 ◽  
Vol 80 ◽  
pp. 4-11 ◽  
Author(s):  
Martin Boisen ◽  
Kees Terlouw ◽  
Peter Groote ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion ◽  
Conceptual Confusion

scholarly journals Patterns of place promotion, place marketing and/or place branding in Dutch municipalities

2017 ◽  
Vol 14 (2) ◽  
pp. 78-88 ◽  
Author(s):  
Martin Boisen ◽  
Peter Groote ◽  
Kees Terlouw ◽  
Oscar Couwenberg
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Place Promotion

scholarly journals Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China

2020 ◽  
Vol 12 (23) ◽  
pp. 9902
Author(s):  
WeiChung Huang ◽  
LiChung Jen
Keyword(s):  
Place Branding ◽  
Place Marketing ◽  
Consumer Decisions ◽  
Surrounding Environment ◽  
Novel Approach ◽  
Dynamic View ◽  
Color Priming ◽  
Unique Approach ◽  
Place Promotion

Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We examine the extent to which place atmospheric colors influence consumer decisions through priming. In addition, we look into the moderating role of a consumer characteristic, productivity orientation (PO), on atmospheric color to consumer decisions. Four studies are conducted in Luoyang, China, with 408 samples in pretest, 83 samples in Study 2, and 2361 samples in Study 3 and 4, to examine our hypotheses. The results support the hypothesis of atmospheric color priming: people are more likely to favor products that display colors similar to their surrounding environment. We also find that PO consumers are more likely to favor products that display color patterns similar to the surrounding environment than consumers under social influence. Drawing from a dynamic view of place branding, we provide a unique approach for scholars and practitioners to grasp the concepts of place marketing.

Marketing communications in place promotion

2020 ◽  
Vol 18 (10) ◽  
pp. 2001-2018
Author(s):  
M.A. Komarov
Keyword(s):  
Decision Making ◽  
Place Branding ◽  
Marketing Communications ◽  
The Internet ◽  
Place Marketing ◽  
Consumer Decision Making ◽  
Concept Model ◽  
Place Promotion ◽  
Development Objectives ◽  
Marketing Methods

Subject. This article discusses the marketing aspects of place branding development. Objectives. The article aims to summarize current ideas about communications in place marketing. Methods. For the study, I used comprehensive and systems approaches. Results. The article identifies the main types of motivation that encourage consumer decision-making and substantiates the application of the 7C concept model in order to position the place using the Internet. Conclusions. Developing a place branding, building an umbrella brand model and forming numerous sub-brands based on it are more preferable to hit the target. The most promising approach to place marketing is the relational one that can help build an extensive network of marketing communications.

scholarly journals Plan for city identity establishment and city marketing the case of Kimpo city

Dela ◽  
2004 ◽  
pp. 233-240 ◽  
Author(s):  
Kim Inn
Keyword(s):  
Competitive Advantage ◽  
Policy Implication ◽  
City Management ◽  
Place Marketing ◽  
City Marketing ◽  
Place Making ◽  
Theoretical Methods ◽  
Specific Advantage ◽  
Place Promotion ◽  
City Identity

The purpose of this study is to provide theoretical methods and practical strategies of crea-ting city identity, and to utilize them as basic tools of city management. Place marketing consists of two parts, place assets making and place promotion. Place asset making is the process of making the place-specific advantage or attractiveness and the place promotion is the process that makes notice of it. The place marketing debates and strategies is quite often confined to partial place marketing, the search for the tactical method of place promotion. However, this study examines the characteristics of full place marketing focused on the place making such as the background, concept, category, participants and principles of place making. This study finds out that the originality, specificity, and indispensability of place asset is the source of competitive advantage. The principles of place asset making are participation, learning and experience, and leadership and networks among actors. The policy implication of this study is that it is most important for the success of place marke-ting to make competitive assets and eventual city identity.

scholarly journals Online Place Branding: Is Geography ‘Destiny’ in a ‘Space of Flows’ World?

2020 ◽  
Vol 12 (10) ◽  
pp. 4073 ◽  
Author(s):  
Victor-Alexandru Briciu ◽  
Cătălina-Ionela Rezeanu ◽  
Arabela Briciu
Keyword(s):  
Web 2.0 ◽  
Spatial Dynamics ◽  
Place Branding ◽  
Place Marketing ◽  
Web 3.0 ◽  
Global Context ◽  
Interdisciplinary Field ◽  
Significant Difference ◽  
Geographical Position ◽  
Space Of Flows

Places have been promoting their attractions throughout history for almost a century now and place marketing started capturing the attention of economic researchers in the early 1990s. Although the globalized space has become a major interdisciplinary field of study in the past few decades, we still do not have a definite solution for measuring or predicting the changes it brings. The aim of this study is to propose an instrument to help scholars quantify the Web 1.0 and Web 2.0 components of the online presence of place brands and their spatial dynamics in a broader global context. By taking the ‘space of flows’ approach to frame globalization, we questioned whether geography is still destiny in the context of online place branding communication. To answer the question, we developed a category grid and applied it in the content analysis of 82 official country websites. We found that geographical position is still important in conditioning the adoption of Web 1.0, and does not make a significant difference in the adoption of Web 2.0. However, the strongest predictors of the adoption of Web 1.0 are not the ones related to geography, but to socio-economic inequality. It is therefore possible for the theorizations of the advantages of the ‘space of flows’ globalization to be suitable only for Web 2.0, Web 1.0 still being under the influence of the ‘space of place’. We discussed the implications of adopting the network society theory in place branding communication in order to nuance the understanding of the transitions from Web 1.0 to Web 2.0 and from Web 2.0 to Web 3.0 in place marketing.

Performing place promotion—On implaced identity in marketized geographies

2019 ◽  
Vol 20 (3) ◽  
pp. 321-342
Author(s):  
Mikael Andéhn ◽  
Joel Hietanen ◽  
Andrea Lucarelli
Keyword(s):  
Social Relations ◽  
Place Branding ◽  
Judith Butler ◽  
Late Capitalism ◽  
Geographical Knowledge ◽  
The Social ◽  
Self Construal ◽  
The World ◽  
Place Promotion ◽  
Origin Effect

In the period that has become known as late capitalism, processes of commercialization are continuously taking on new forms. These tendencies enact an influence on how people understand themselves, the social relations they engage in, and the world around them. Geographical knowledge is no exception and has become increasingly shrouded in the language, symbolism, and tropes of marketing. Following the work of Judith Butler, we explore how these tendencies have profound implications on our self-construal, making discursive “implacement” an expedient factor in the marketization of identity. Further, we examine how two interrelated marketing discourses deal with places as commercial entities: the country-of-origin effect and place branding. In their commercial vernacular, they provide salient examples of subtle yet inescapable effects on the understanding of self-construal. In presenting this sensitizing diagnostic, we hope to further advance issues of stakeholdership as it pertains to the place-world and to offer new trajectories of critical inquiry into the commercial relevance of place.

Malmö – the skateboarding city: a multi-level approach for developing and marketing a city through user-driven partnerships

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karin Book ◽  
Gustav Svanborg Edén
Keyword(s):  
Design Methodology ◽  
Success Factors ◽  
Place Branding ◽  
Public Institutions ◽  
Place Marketing ◽  
City Marketing ◽  
Content Type ◽  
Non Profit ◽  
Cultural Phenomenon ◽  
Multi Level

PurposeThe purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmö).Design/methodology/approachThis paper is produced through a communicative co-constructed process of one scholar and one practitioner within the skateboarding field. Through the narrative told by the practitioner, and with basis in the established understanding and conceptualization of place marketing through sport, success factors of the skateboarding initiatives in Malmö are identified.FindingsThe skateboarding story of Malmö fits well into the established conceptualization of place branding and marketing, neoliberalism and urban entrepreneurialism. Also, it demonstrates the power of a unique user-driven partnerships between skaters, a non-profit organization and public institutions to create a skateboard-friendly city and as a consequence a strong internationally renowned skate-image. The multi-level, multi-content approach is founded in shared values and mutual benefits. Instead of fitting a phenomenon into an outward-oriented image-strategy, skateboarding as a sport and culture has been allowed to develop organically, creating a credible and unique image for Malmö.Originality/valueThis study adds to the literature on sport and city marketing/branding by developing a deeper, empirically founded, understanding of how to combine top-down and bottom-up approaches in urban development, marketing and branding. The results have scientific as well as practical value.

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