Place Branding Research Articles

What does it take to co-create place brands? Learnings from an academic-practitioner exchange

Purpose This paper aims to report on the insights from an international workshop entitled Co-creating place brands: sharing research insights and practical experiences towards more inclusive cities and regions hosted by the Erasmus University Rotterdam. The authors outline their collective reflection and the learnings for place branding theory and practice. Additionally, this paper discusses the need to build practitioner-scholar relationships in a co-creative style, to co-develop more inclusive models for co-creating place brands. Design/methodology/approach The report details key learnings of a whole-day interactive workshop featuring academic and practitioner presentations and discussions around inclusive approaches to co-creating place brands. The report is structured around key emerging themes and their associated learnings. Findings The workshop yielded six important learnings: 1) a key obstacle to co-creating place brands is that co-creation is often misunderstood among decision-makers; 2) all place stakeholders need to be taken seriously if co-creation is to shape a place’s identity and foster cohesion; 3) broad stakeholder inclusion in place branding can be problematic, but it is a necessary condition to the practice of place brand co-creation; 4) co-creating place brands requires going beyond marketing tools and deep into the levels of community life and place’s social and cultural construction; 5) co-creation at all stages of the branding process from conceptual development to performance measurement and sometimes unconsciously; 6) politics of place must be observed (this is crucial yet easily overlooked in co-creating place brands). Originality/value The micro-format of the workshop facilitated valuable interactions between academics and practitioners, effectively blending practical, “on the ground”-knowledge with academic ideas, concepts and models. This approach not only generated key learnings with the possibility to advance the field but also highlighted important future research directions.

STRATEGIES FOR PRAGMATIC IMPROVEMENT IN THE TRANSLATION OF PUBLIC SIGNS AT ZHAOQING XINGHU NATIONAL PARK FROM THE PERSPECTIVE OF HIGH-QUALITY DEVELOPMENT

As the only national 5A-level tourist attraction in Zhaoqing, the Xinghu National Park serves as a crucial window for cultural dissemination and city branding. This paper systematically analyzes the current state of Chinese-English translations of public signs at this scenic area, identifying issues such as spelling and grammar mistakes, and overly literal translations. These errors reduce the effectiveness of information transmission and weaken cross-cultural communication. To address this, based on the concept of high-quality development, this paper proposes a multi-layered strategy involving translation standardization, cross-cultural adaptation review, and professional training, aiming to enhance the international image and cultural outreach of the Xinghu National Park, and to serve as a reference for other tourist sites. KEYWORDS: Zhaoqing Xinghu National Park, Chinese-English translation, pragmatic failure, cross-cultural communication, translation norms

Cultura, comunicação pública e cidadania: práticas de deliberação cidadã no campo das artes/cultura (Brasil-Canadá)

This study describes a stage of research linked to the international cooperation plan that investigates practices of citizen deliberation and public communication in municipal management planning documents and citizen mobilization practices — such as the culture and tourism plans in Brazil (Salvador and Belo Horizonte) and Canada (Montreal) — and online public consultations. It presupposes conflicting public administrations interests as sometimes they aim to implement public policies with a view to citizens, such as those to promote Arts/Culture and, on the other hand, strictly mercantile practices toward tourists and the construction of cities merchandise by place branding.

The Role of City Brands in National Branding

The perception of a country as a brand is influenced by various factors, including the global economy, political structure, and location. However, the literature lacks sufficient information on identifying the items that can strengthen these variables. This research argues that it is crucial to identify the distinguishing features of each city and use them to create a country brand model from the collective city brands. The study employed a survey method, collecting 1,637 questionnaires from three distinct cities in Türkiye. The brand identities of these cities, as perceived by their citizens, were then analyzed. The obtained data was used to propose a model enabling Türkiye to establish a brand identity from local to general. The research revealed that although the three cities share similarities, their citizens perceive different sub-dimensions of their respective city brands, which are interrelated in various ways. The sub-dimensions of city identity as perceived by the citizens of the three cities form the basis of the proposed country branding model. In future research, it is recommended that the model be re-examined for different target groups and different countries.

Multiculturalism as a factor in economic development and city branding: the case of Komotini, Greece

Multiculturalism as a factor in economic development and city branding: the case of Komotini, Greece

Research on the protection of intangible cultural heritage and sustainable development of city brands—Taking Jingdezhen as an example

This research aims to examine the intricate connection between the preservation of intangible cultural assets and the promotion of city brands, using Jingdezhen, known as the “Porcelain Capital” of China, as a case study. Through an exploratory investigation, the study highlighted two distinct yet significant issues: the recognition of Jingdezhen’s intangible cultural assets, encompassing folklore, rituals, traditional ceramic skills, and artwork, and the economic effects resulting from cultural tourism. The research delineates the obstacles encountered by Jingdezhen in relation to urbanization, industrialization, and globalization subsequent to its establishment as the principal production hub for Chinese blue and white porcelain. Additionally, it highlights the decline of traditional ceramic skills and expertise, as community members who relied on handicrafts for their livelihoods were affected by the closure of companies. Subsequently, it elucidates the potential prospects arising from cultural tourism and the consequential economic influence of this progress on the local economy and the community’s quality of life. The report delineates community engagement initiatives and collaborative partnerships with local enterprises, colleges, government agencies, and Jingdezhen communities to use the city’s abundant cultural legacy. This research provides a comprehensive overview and assessment of the most effective methods, as identified by international studies, for incorporating the safeguarding of intangible cultural assets into sustainable urban development. Concisely, the paper offers guidance to stakeholders, the local administration, and its legislators. The statement emphasizes the necessity of implementing a comprehensive policy framework in Jingdezhen to safeguard its intangible cultural heritage and promote urban development. The objective is to achieve sustainable growth by leveraging the city’s cultural assets. The results serve as a benchmark for other cities and towns to use their cultural legacy in order to establish a sustainable city brand. Additionally, they make a valuable addition to the worldwide discourse on striking a balance between cultural preservation and economic development.

Research on Park Landscape Design Strategy Based on Urban Cultural Brand -- A Case Study of Xinyang City

This paper aims to explore the strategy of park landscape design based on urban cultural brand, taking Xinyang City of China as an example to conduct in-depth research. First, the paper analyzes the historical and cultural background, regional characteristics and the importance of Xinyang city brand construction. Through combing the unique natural resources and cultural landscape of Xinyang, it is proposed that the park landscape design should fully integrate the local cultural elements to enhance the cultural identity of the city. Secondly, the paper discusses the core strategy of park landscape design, mainly including the implantation of cultural symbols, and displaying Xinyang's cultural characteristics through landmark buildings and art installations; The protection and promotion of ecological environment, combined with the local natural landscape, to create a harmonious ecological space; The design method of community participation encourages residents to participate in the planning and construction of the park to enhance the sense of community belonging. Finally, through the case analysis, it shows how successful park landscape design can enhance the cultural brand of the city, promote the development of tourism and improve the quality of life of citizens. The research results show that park landscape design based on urban cultural brand can not only enrich the cultural connotation of the city, but also provide new impetus for the sustainable development of the city.

Destination Quality and Tourist Loyalty: The Role of Destination Value as Mediating Variable

This research analyzes the influence of destination quality and destination value on tourist loyalty in the city of Bandung, Indonesia, and tests whether destination value mediates the relationship between destination quality and tourist loyalty. The type of research chosen is quantitative with a descriptive verification approach using SEM PLS. The population for this research is domestic tourists in the city of Bandung. From the analysis of 196 respondents, the majority were women, aged 18-25 years, and had a high school education. The results show a high assessment of the quality of eating places and the level of tourist loyalty. Public transportation accessibility received a low rating, and the lowest average score on the Time Value Variable. Hypothesis analysis shows a positive and significant influence between destination quality and tourist loyalty. Apart from that, there is a positive and significant influence between destination quality and destination value, and between destination value and tourist loyalty. The findings show that destination value mediates the relationship between destination quality and tourist loyalty, emphasizing the importance of strengthening destination value elements to increase tourist loyalty in Bandung City. Keywords: destination quality, destination value, tourist loyalty, urban tourism, city branding

Taking the Immersive Dynamic Visual Expression of "Van Gogh Alive" as an Example, Explore the Digital Expression of the City Brand Image

Taking the Immersive Dynamic Visual Expression of "Van Gogh Alive" as an Example, Explore the Digital Expression of the City Brand Image

Advancing a tourist perspective in inclusive place branding: anticipated constraints of domestic tourists with foreign backgrounds

ABSTRACT Research on inclusive place branding has primarily focused on residents, while tourists are yet to be addressed, except in representation studies. Inclusion is, however, more than a matter of representation. It must also consider the needs of the tourists. This study explores people with foreign backgrounds’ anticipated constraints to domestic tourism. This article advances knowledge of inclusive place branding in multicultural societies by introducing the constraint-negotiation model to analyse the anticipated constraints. The data includes online focus groups with 30 participants living in Sweden. The findings identify constraints on individual, interpersonal, and system levels. These include language skills, knowledge of the domestic destination and personal habits, lack of domestic network, strong network in another country, and beliefs about place brand communication. The study creates new knowledge of inclusive place branding by enhancing an understanding of constraints to inclusive tourism from a tourist perspective, and the anticipations of people with a foreign background. The findings suggest that understanding and addressing people’s experiences and needs are significant, and inclusion in a multicultural society is a multifaceted and ongoing process. Furthermore, the findings suggest that it is crucial to incorporate non-included groups in the process of producing place brand communication.

The Influence of Educational Content on the Benefits of Living in Transit Oriented Development Housing on Instagram @lrtcity on Internal Meaning and Consumer Purchase Interest (A Survey of Instagram @lrtcity Followers)

The development of communication media in Indonesia post-COVID-19 pandemic reflects a significant transformation, particularly in the digital media realm. Instagram can be a powerful tool for brand building, enhancing engagement, and achieving communication goals. The campaigns and educational benefits are the core of the social media content from the @lrtcity account, which not only educates the public but also serves as a promotional platform with a softselling approach. Measuring consumer purchase interest is the ultimate goal of the education delivered through Instagram content, as the primary objective is to drive sales of TOD-concept properties represented by the LRT CITY brand. This research employs a quantitative method based on a positivist approach (classic/objective). The results of this study show that there is a strong and significant positive relationship between Instagram content (X) and internal meaning (Y1), with a correlation coefficient of 0.774. The contribution of Instagram content to internal meaning is 59.9%. Additionally, Instagram content (X) also shows a positive and significant influence on consumer purchase interest (Y2), with a correlation coefficient of 0.834. The contribution of Instagram content to consumer purchase interest is 69.5%.

Place branding strategies through Winter Olympic games

ABSTRACT Purpose The purpose of this research is to examine how place branding strategies, undertaken by countries which belong to distinctive clusters, can manifest differently via the Winter Olympic Games. Methods In this paper, the experiences of Winter Olympics hosted by three countries (Russia, South Korea, China), are examined using Richelieu et al.’s framework, alongside clusters introduced in 2022. The study adopts a content analysis. Findings The framework is validated: the perceived importance of soft power and a country’s resources, differences in the measures and strategies used by the host countries, are confirmed. Practical implications Countries that set higher importance on sport diplomacy (Russia and China: “diplomacy branding”) are more assertive. In contrast, South Korea takes a more balanced approach, as it considers its action across a wider spectrum of areas (“balanced structure”). Research contribution The framework can explain the differences in the experiences of host countries, by also referring to the public choice theory. This paper illustrates how place branding strategies through sporting events, such as Winter Olympics, can differ between countries depending on the perceived role of public diplomacy, sport diplomacy, soft power and the economic resources invested. Originality/Value The article widens avenues for future research on major sporting events, through different clusters, by borrowing a holistic approach.

The Influence of the Sports Events Industry on Sichuan's Economic Growth

The sports industry occupies an important position in China's national economy, and the sports event industry is its core industry, and its role in regional economic development has received more and more attention from all parties. This paper takes Sichuan Province as an example to discuss the role of sports events in regional development. Firstly, it is a theoretical overview. This paper explores the mechanism of its economic effect from four perspectives: economic growth, industrial structure, regional agglomeration and city brand. Second is the case study. Through the grey correlation analysis of the relationship between sports and tourism industry, using the exponential smoothing method and ARMA method, and establishing a multi-indicator model, it is concluded that sports and tourism industry have the highest correlation and play a positive role in promoting regional development.

Erbil Citadel as a Brand for the City, the Role of Residents Awareness and Perceptions

The branding of cities through their historical and cultural assets has become a pivotal strategy in urban development and tourism. This study focuses on Erbil Citadel, a UNESCO World Heritage Site, and its potential as a brand for Erbil, a city with a rich historical backdrop and flourishing urban landscape. The study aimed to explore the perceptions of Erbil’s residents regarding the cultural significance of the Citadel and its potential as a city brand. A mixed-method survey questionnaire was conducted, collecting data from around 440 residents through both manual distribution around the Citadel and an online platform. The findings were analyzed using SPSS 23 to provide both descriptive and inferential statistical insights. The findings show that locals are well aware of the Citadel’s significance as a significant historical and cultural symbol of the city. The vast majority of participants acknowledged its unique visual attributes and their representation of the city’s cultural and historical identity. Additionally, the results showed that citizens’ perceptions of the Citadel as a good component of city branding were positively correlated with their level of cultural awareness. This study contributes to the growing body of literature on city branding and heritage sites by providing empirical evidence on the impact of residents’ cultural awareness on their perceptions of heritage sites as city brands. The results highlight how crucial cultural education and community involvement are to maximizing the branding potential of historic locations. Policymakers and urban planners may find the findings of the study useful in utilizing Erbil Citadel’s historical relevance to strengthen Erbil’s brand identity internationally.

THE IMPORTANCE OF URBAN RECREATION SERVICES IN CREATING A BRAND CITY

This paper aims to identify the role of activities in recreational areas in the city in creating and directing a brand city and to verify that tourist values have a significant impact on city branding. In this regard, the study was planned for people living in Turkestan or coming from outside the city and visiting recreation areas in the city, and the sample of the study was carried out with 165 visitors selected by random method. Throughout this investigation, one of the methods of data collection was used the survey method. Findings showed a positive and significant relationship between attractiveness, which are the criteria for City branding, and city’s image (r=0.629; pp<0.001). It is suggested that city’s locals and administrating authorities should take actions considering the factors of this research. From the viewpoint of diverse tourists, especially local cuisine is important in attracting tourists individually and collectively.

Creative City Brand Building on Social Media Platforms

With the advent of the digital age, social media has become an important tool to shape the image of a city's brand. This paper aims to explore how to use social media platforms to build creative city brands, so as to enhance the attractiveness and competitiveness of cities. Through the study of many successful cases at home and abroad, combined with the theory of social media communication and the theory of urban brand image, this paper analyzes the mechanism of social media in urban brand promotion. The research adopted a combination of quantitative and qualitative methods, including online questionnaire survey, social media data analysis and in-depth interviews, to collect and analyze relevant data. The results show that social media can not only increase the visibility of cities, but also promote cultural exchanges and economic cooperation. In addition, the study found that personalized content creation, interactive user engagement, and sustained brand storytelling are key factors for successful city branding on social media. Finally, this paper puts forward suggestions on social media marketing strategies for different types of cities, and points out that future research should pay attention to the impact of changes in social media platform algorithms on the effectiveness of urban brand communication. This study provides a practical reference for city managers to promote city image more effectively in the new media environment.

Participation of stakeholders in the internationalization of the city of Medellin

Cities find internationalization not only as an opportunity but as a necessity for their survival in global competitive environments. This study identifies stakeholder participation as a critical element in co-creating a city brand, recognizing the importance of their involvement in the branding process. Implementing a qualitative design, including discussion groups and semi-structured interviews, this research captured the perspectives of stakeholders in Medellín, exploring foundational pillars for the city competitiveness. As a result of this research, a novel model is presented for internationalization of cities, incorporating stakeholder perspectives that highlighted key areas such as tourism, exports, cooperation, talent attraction, and foreign direct investment. Our findings offer new insights into the role of stakeholder participation in city branding and competitiveness on a global scale, revealing an optimistic outlook, emphasizing innovation, and public–private partnerships as crucial drivers. The study identifies strengths and challenges, providing insights for developing effective internationalization strategies.

Mabillard, Vincent, Pasquier, Martial, and Vuignier, Renaud (Eds.) (2024). Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places

Mabillard, Vincent, Pasquier, Martial, and Vuignier, Renaud (Eds.) (2024). Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places

Branding in Health Tourism and Bursa’s Potential to become a Brand City in Health Tourism

Branding in Health Tourism and Bursa’s Potential to become a Brand City in Health Tourism

The branding pyramidical tool kit for enhancing actors’ agency in regional energy transitions within the Nordic Battery Belt

This article investigates how to enhance the agency of regional actors in the branding of the ‘Nordic Battery Belt’ (NBB), the region where the industry, considered a new green path, is emerging. Branding will enhance the attraction of skilled workforce, investment, market, and increased public awareness of the industry’s contribution to decarbonization. While national battery strategies have been developed to promote the industry, the tool kit that can enhance the implementation of the strategic branding action plan is underexplored. Firstly, this article develops a tool kit based on the directed content analysis, which ensures the use of existing branding theory and its pyramidic components: attention, awareness, associations, attitudes, and relationships. Regional actors can leverage the tool kit as it reduces oversight and increases lucidity and conciseness. Secondly, the paper develops a conceptual framework through a multidisciplinary approach to elaborate on the importance of the tool kit for enhancing actors’ agency in regional branding. The paper is relevant for regional actors, e.g., development agencies within the Nordic region that are saddled with the responsibility of place branding.