Abstract
Place or destination branding has become a very popular approach to manage and foster development of cities, regions and countries. To make the process more effi cient, it is necessary to defi ne the basis of place brands properly. One of the key elements in defi ning brand identity is consumer insight, which has become more popular recently. < e main prerequisites of consumer insight importan ce are dynamic changes in con- sumers' needs and behaviors, which determines their decisions. Segmentation process based on demographic data in context of postmodernism is not suffi cient any more to diff erentiate the brand. Looking for competitive advantage, brand managers more often focus on consumer behavior, attitude, values, needs and expectations. < e competitive environment of place management cau ses that this tendencies also should be taken into consideration in place brand creation. In the paper the author indicates the complexity and multilevel character of defi ning consumer insight in place brand context. Based on research (IDI and ethnographic research) the paper presents possibilities and limitations of marketing research implementation in the process of de- fi ning consumer insight. On Poznan agglomeration case study and research stakehold- ers insight was formulated. Simultaneously, the author points out strategic meaning of consumer insight in place brand management process.
Highlights
In today’s economy, conditioned by globalisation processes, dynamic technological development, high level of competitive efforts and a magnitude of choices made by consumers, a company’s growth is determined by the image and robustness of its brand (Kunde 2002, p.17). e basic tools employed in creating the desirable brand image include brand identity and brand positioning. ese conditions affect brand management processes in product and service markets alike; they can be transferred onto administra
Vol 6, No.2, 2013 tive units. e possibilities of applying the concept of brand management in administrative units have been largely discussed in literature on the subject (e.g. Matson 1994, Olins 2002; Kavaratzis 2004; Anholt 2005) with special emphasis placed on the competitive approach (Kotler & Gertner 2002). e scientific discussion revolves around various groups of stakeholders: investors, tourists, inhabitants, businessmen (Kotler & Haider & Rein 1993)
Research conducted in the respondent’s natural environment calls for the researcher’s flexibility and creativity in selecting methods tailored to an individual case. e respective results are less systematized yet provide a picture of detailed conditionings of consumer behaviour (Flick 2010). e goal of ethnographic research is to use the collected information to identify a set of values, beliefs and characteristic attitudes of the target group (Angrosino 2010) and as such they are of special importance to consumer insight
Summary
In today’s economy, conditioned by globalisation processes, dynamic technological development, high level of competitive efforts and a magnitude of choices made by consumers, a company’s growth is determined by the image and robustness of its brand (Kunde 2002, p.17). E basic tools employed in creating the desirable brand image include brand identity and brand positioning. Ese conditions affect brand management processes in product and service markets alike; they can be transferred onto administra-
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