Place Branding Research Articles

Country branding through the internationalization of higher education: the case of Egypt

PurposeDrawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt’s destination brand equity. This investigation offers insights for decision-makers in both the higher education and country branding sectors.Design/methodology/approachThis empirical paper adopts an exploratory approach and serves as an initial step for researchers. It utilizes a quantitative methodology, employing a survey with 366 responses, to examine the effects of internationalization efforts in higher education on country brand equity.FindingsThe results reveal a direct correlation between student engagement and the brand equity of international branch campuses (IBCs), as well as a link between IBCs and Egypt’s brand equity. Notably, the study highlights the mediating role of IBC brand equity in the relationship between student engagement and the overall brand equity of Egypt.Originality/valueThis paper is innovative in its method of assessing the impact of internationalization efforts in higher education, specifically at IBCs in Egypt, on Egypt’s destination brand equity. Additionally, the study identifies student engagement as an antecedent to IBC brand equity.

A Study on the Way to Improve Brand Vitality in Xuchang City from the Perspective of New Productivity

The Three Kingdoms are rich in cultural resources, not only have a large number of historical relics of the Three Kingdoms, but also have a unique regional story of the Three Kingdoms. Under the perspective of new quality productivity, how to better develop the culture of the Three Kingdoms to enhance the vitality of Xuchang city brand. This paper will study the cultivation of cultural industries in the Three Kingdoms, the promotion and marketing of them more effectively at home and abroad, and strive to achieve positive research results in theory and practice.

Design and Dissemination of Short Video Numbers Based on Changsha's City Image of "Media Art Capital"

In order to show Changsha's unique and recognizable characteristics in the media field, this paper takes the clear positioning of the city, the direction of the crowd and the needs of the users as the starting point, and carries out the design practice and communication promotion based on Changsha's image as the "city of media and art". The study adopts research methods such as practice method, literature method and comparative analysis method, starting from the dimensions of design positioning and design principles, and through the narrative mode of "scene + viewpoint or emotion", the study designs and disseminates the "Changsha City of Media Arts" Shake video number, providing new perspectives for city branding and promoting the city image. It provides a new perspective and method for city branding, and at the same time builds a comprehensive and multi-dimensional spatial ecological communication cluster.

Cultural branding of cities: the role of live music in building a city’s brand

ABSTRACT This research explores the role of live music infrastructure and music cultural identity in building a city’s brand through a multiple case study comparing the cities of Rio de Janeiro, Brazil and Montreal, Canada. We conducted 60 interviews and observed 35 live music events in cities known for their strong live music traditions. The results show a relationship between live music infrastructure and identity that affects city branding. Rio’s music identity has developed from grassroots, while Montreal’s is shaped by government-funded efforts. Our findings suggest that a favorable infrastructure and environment can contribute to developing a city’s identity over time. Our study also highlights that when a city’s musical identity is strong, live music can survive in the city’s neighborhoods despite poor infrastructure. We discuss implications for academics, urban planners, and city branding professionals.

Branding of Russian Cities: Practice Review of Russian Federation Regional “Capitals”

The use of marketing tools in state and municipal management, one of which is geo-branding, is becoming an increasingly common practice. Many cities in our country strive to create their own unique geo-brands based on their competitive advantages in order to promote their own values and interests in the highly competitive “territory market”, as well as attract the necessary resources, including tourists, investors, residents, etc., depending on the tasks set. The city’s geo-branding strategy is aimed not only at external, but also at internal audiences (the population, local businesses, authorities, etc.), which helps to increase the loyalty of citizens to their place of residence. Moreover, in the process of interacting with the outside world, local residents themselves become bearers of their city’s brand. The article is devoted to the study of the current state of geo-breading in Russia on the example of the administrative centers of the subjects of the Russian Federation. The study was conducted through content analysis of the Internet communication network in November–December 2023. As a result, a classification was compiled in which cities were divided into three groups: cities with documented branding concepts and other signs of systemic marketing activity; cities with signs of systemic geo-branding, but being only part of a regional brand or tourist route (without an independent brand); cities without signs of systemic geo-branding. Based on the analysis, general trends in the field of Russian city geo-branding were also identified and recommendations were made for each of the groups of cities of the received classification.

Registering Ternate City People’s Traditional Knowledge as Property Rights

<p>Traditional knowledge is a subset of intellectual activity that stems from a country's collective ideas, opinions, or discoveries. This research aims to analyze: (1) The municipal government provides legal protection for intellectual property rights in traditional knowledge to increase the welfare of Ternate City inhabitants and (2) the potential for registering intellectual property rights related to traditional knowledge from 2019 to 2023 in Ternate City. The legislation method and the case approach were used in this empirical study. The most feasible way for the Indonesian government to protect traditional knowledge now is to strengthen the database on traditional knowledge. Special regulations are urgently needed that regulate the implementation of licensing procedures for users of Traditional Knowledge. The urgency of this research because It was found that from 2019 to 2023 in Ternate City, no traditional knowledge database yet existed. On this basis, there needs to be tactical steps from the Ternate City Regional Government in encouraging city branding about the utilization of traditional knowledge. The novelty of this research because Ternate has an abundant amount of traditional knowledge from its hundreds of ethnic groups that need to be legally protected but nearly zero traditional knowledge is processed with property rights. This paper is urgent and it contributes to science as it provides knowledge on how to legally protect this valuable knowledge.</p><p><strong> </strong></p><p><strong><em> </em></strong></p>

Accelerating research processes with Scopus AI: A place branding case study

Academic databases play a crucial role in advancing science by hosting a vast array of peer-reviewed literature. However, academic database search tools involve a relatively slow and rather unintuitive process of searching and evaluating content. To address these challenges, in January 2024, Elsevier introduced Scopus AI, a generative artificial intelligence that synthesises evidence indexed in Scopus based on prompts. This study assesses the utility of Scopus AI (in its beta version at the time of the research), within the context of a doctoral thesis through a specific case study. By employing a relational prompt and three follow-up questions, the study aims to pinpoint intersections between different topics within the realm of Social Sciences and, more specifically, Communication, with a case on place branding. The consolidated result provides an initial list of references, offers a comprehensive overview, and allows to generate a meta-synthesis based on the summaries provided by each prompt. Scopus AI (beta) presents features that enable researchers to identify influential authors and works, explore relevant keywords, review recent literature, and identify potential research gaps. Although Scopus AI has some limitations, such as the dependence on the abstracts of documents indexed in Scopus, the simplification of concepts, or the relative disconnection between arguments, the results demonstrate the value of this tool in accelerating research processes, as it synthesises research in a given area, maps its main characteristics and allows for information discovery.

Branding a small state as an innovation business partner

AbstractApproximately 50 small countries depend on international cooperation for their survival as sovereign nations. This case study contributes to the discussion of cosmopolitanism versus internationalism in public diplomacy and place branding. It argues that limited bilateral partnerships with universities and businesses based on government-to-government agreements and shared interest are a safer strategy for small countries seeking reputational security than outspoken support for cosmopolitan values. This strategy is a very useful form of place branding, especially in times of crisis and uncertainty. The case examined is Innovation Centre Denmark, with offices in innovation hotspots in various countries. It organizes its activities as bilateral triple helixes, inspired by the work of Henry Etzkowitz and his colleagues. The center developed as part of a nation branding strategy launched by Denmark, a small Nordic country, following the so-called Muhammad crisis in 2005–2006. Then Prime Minister Anders Fogh Rasmussen described the controversy as Denmark’s worst international relations incident since WW2, as it damaged the country’s brand in some parts of the world. The article is multidisciplinary in nature, as it combines theories from international relations, business studies, and communication. The public diplomacy approach adopted is primarily represented by Nicholas Cull and his colleagues.

How can “Katowice as European City of Science” change Silesia region: Recognising perspectives of private companies

The study analyses, the perception of the European City of Science (ECS) initiative planned event in Katowice in the context of the city and region's development in the eyes of private companies. It has been argued that this honour may change the city's prestige and become the source of the city and the region's development, not only through building the city's recognisable brand but also its social capital. Using focus research as a method enables not only to collect empirical data but can also be treated as a form of public participation. The study results contribute to the growing body of literature on public engagement and co‐creation as well as place branding. The study's findings show the companies' expectations concerning the role of universities and their participation in the region's development. They were the foundation for preparing a set of suggestions for local governments to successfully implement the ECS initiative. This paper is the first to examine the process of preparing a city to become an ECS, as demonstrated through the case study of Katowice.

Place branding as rural development policy in China: the case of Guangshan county

PurposeThis paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China.Design/methodology/approachAn in-depth case study analysis, including interviews, has been conducted.FindingsPlace branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effects on rural development, it is unsustainable and unstable because it lacks sufficient market and stakeholder participation.Research limitations/implicationsThe effectiveness of place branding in China has been examined and proved.Practical implicationsThe government’s role in place branding in China should be adjusted. The government should position itself as a service and auxiliary role. Simultaneously, it should strengthen market-oriented operations and stakeholder participation in place branding.Originality/valueThis paper is one of the first contributions to examine the impact of place branding as a rural development policy tool in China, and the in-depth case study examines and proves the effectiveness of place branding in rural China.

Triggering place brand loyalty: the nexus between place brand credibility, fascination and attachment

ABSTRACT The study aims to develop a comprehensive model that examines the effect of place brand credibility (PBC) and destination fascination (DF) on place attachment (PA) and place brand loyalty (PBL). A structured questionnaire was used to collect the data from tourists. The purposive sampling procedure was used to collect the responses from 340 tourists who have visited popular tourist places in India. The results indicate that PBC and DF have positive and statistically significant effects on PA and PBL. Additionally, the study confirms the significant impact of PA on PBL. The study not only contributes to the academic understanding of these intricate relationships but also provides practical insights for destination marketers, policymakers and industry practitioners.

Attraction and Retention Green Place Images of Taipei City

This study investigates levels of green place image and their association with different types of greenspace by examining residents’ perceptions of urban greenspaces. Place image refers to an individual’s comprehensive perception of a location, formed through various interactions, and it encompasses two distinct aspects: attraction and retention. The former can be established without extensive interaction, while the latter requires deeper physical and psychological connections, such as a sense of place (SOP) and place identity (PI). Although much research on urban greenspaces has concentrated on the retention aspect, focusing on residents’ psychological, physical, social, and environmental engagements, the attraction dimension, including place brand (PB), visual image (VI), and place reputation (PR), has been less explored. This study collected data from 536 on-site surveys across four types of urban greenspaces in Taipei city: small-size greenspaces, neighborhood parks, multipurpose parks, and green corridors, and they were analyzed through factor analysis (FA) and multivariate analysis of variance (MANOVA) using R software (R-4.3.3). The FA identifies two factors and their significant sub-attributes aligning with theoretical findings, i.e., attraction and retention. Further analysis using MANOVA determines that the multipurpose park is the most influential type of greenspace, significantly affecting urban residents’ development of positive green place images. These findings highlight the importance of perceiving urban greenspaces as critical areas for multi-dimensional stakeholders, suggesting a balanced approach to development and management that emphasizes both attraction and retention strategies as well as nature and built facilities.

A Study on the Impact of Social Media Marketing on Non local Loyalty of Tourism City Brands: A Case Study of Yantai

Nowadays, social media has become an important way for people to perceive the image of cities, and marketers are increasingly focusing on using social media for brand management. However, the application of social media in the field of city branding has not received enough attention, and most have ignored the behavior of consumers. This study constructs an empirical research model on the impact of social media marketing on city brand loyalty, conducts a case study on Yantai, and uses a questionnaire survey method to examine the impact of social media marketing on non local brand loyalty in tourist cities. The results indicate that there is a significant positive correlation between the information, entertainment, and interaction dimensions of social media marketing and the non local loyalty of Yantai city brands. In addition, the perceived quality of city brand image plays a mediating role in this relationship.

Sustainable Place Branding and Visitors’ Responses: A Systematic Literature Review

Admittedly, tourism stakeholders become more aware of the negative impacts of tourism, and it has become increasingly important to brand and position destinations towards sustainability. The main concern is emphasizing economic, social, and environmental awareness and implementation at the destination level regarding planning and development. This paper identifies the importance of sustainable place branding as part of destination social responsibility in the current global context. The main focus is identifying visitors’ responses as part of sustainable destination marketing. The study conducts a systematic literature review by rigorously selecting 26 related articles from the 106 search results for further analysis. The study results highlight the emergence of sustainable place branding concepts in academic literature, especially after the post-pandemic period. The themes identified in the literature analysis revolve around sustainable place branding in creating unique tourism experiences and engagement that resonates with the visitors’ self-perceptions and expectations of a destination. Sustainable place branding positively impacts destination image, trust, value, and loyalty. Moreover, it can create positive visitor outcomes, such as an intention to revisit because of positive word of mouth. The article concludes with suggestions for future research, emphasizing the need to explore further sustainable place branding and its influence on visitors’ responses in the evolving landscape of global tourism.

The Role of Vernacular and Culture in Place Branding: Insight from A Literature Survey

The Role of Vernacular and Culture in Place Branding: Insight from A Literature Survey

Virtual community engagement: Engaging virtual communities for nation branding through sports

Major sporting events bring a range of social, economic, and reputational benefits for hosting nations and serve as a vehicle to showcase the nation brand. Social media engagement during sport events provides opportunities for community members to cocreate, curate and communicate their nation brand’s attributes. While research in nation branding and community engagement has examined the ways place-based communities contribute to nation branding, little is known about how and in what ways virtual communities contribute to their nation brand. This study addresses this gap by examining the virtual brand community (VBC) surrounding the 2022 Beijing Winter Olympics. Using social network analysis and content analysis, the findings suggest that VBC contributions is dependent on the composition, participation, and cultivation of conversations focusing on the personality traits of a nation brand. Theoretically, the outcomes from this study advance understanding of leveraging the properties of VBCs in making contribution to the production and maintenance of an authentic nation brand, that values community perspectives facilitated through community engagement. For public relations, it extends the current research in digital social-level engagement in virtual settings and outlines future research in participatory approaches to nation branding. The growing use of major sporting events in supporting nation branding goals, particularly in Asian and African continents, suggests the outcome of this study has implications at regional and international levels to guide public relations managers in major events to facilitate sustainable VBCs for authentic place branding outcomes.

Северные страны: национальный и региональный брендинг

Currently, global challenges and threats pay much attention to promising political strategies in order to strengthen economic cooperation between states. Therefore, the actions taken by the administrations of the Nordic nations, which are considered to be Denmark, Iceland, Norway, Sweden, and Finland, are worth examining not only for their successful long-term collaboration but also as a model for implementing innovative approaches to regional development through branding and new technologies. This study provides a comparative analysis of cooperation and an assessment of Nordic positioning approaches through the use of national and regional place brands. The purpose of the research is to explore the application of branding technologies of this study is to study the use of branding technologies to strengthen economic cooperation in the Nordic countries. The research methodology is based on conducting a comparative analysis of cooperation and assessing the approaches to positioning the Nordic countries through the use of common and regional brands. The theoretical significance of the work lies in revealing the possibilities of branding technologies for strengthening economic cooperation between states, as well as in studying successful practices of regional development. The practical significance of the work provides possible recommendations for Nordic governments on the use of branding technologies to strengthen economic cooperation. The results of the study allow us to conclude that the use of branding technologies is a widely used tool in the region, and can contribute to successful regional development.

Place branding in resource peripheries: attracting the knowledge elite to Antofagasta, Chile

ABSTRACT Cities in resource peripheries tend to be unattractive places. They lack the features that appeal to the knowledge elite – at least from the perspective of Richard Florida’s influential work – and, therefore, face challenges to diversify their economy. The article deals with Antofagasta, which is the capital of one of the world’s most important mining regions. In recent years, considerable efforts have been undertaken in terms of “place branding” and “place marketing” so as to make Antofagasta more livable. Against the backdrop of narrative interviews, the author analyzes whether these efforts help to attract highly skilled professionals. A qualitative comparative analysis reveals that career opportunities are the key factor – a necessary condition for the knowledge elite to move to Antofagasta, not amenities or a pleasant lifestyle. The region’s general economic conditions are relevant too. The built urban and natural environment is much less important, although it matters to some interviewees. Most highly skilled professionals find that Antofagasta is not an attractive city to live in. They do not project themselves being there for a long time.

Urban Brand: Implications of Legal Management, Branding, and Urban Icons in the Decentralized Autonomous Government of the Municipality of Ambato

Currently, the development of a city brand represents a key strategy for governments interested in boosting tourism within their borders. However, improper use of this resource can be counterproductive. The purpose of this study is to determine the criteria for assessing the effectiveness of the city brand and its tourist appeal, applying the Anholt Hexagon model. A mixed-methodological approach was adopted, analyzing the six dimensions of the model as a theoretical framework, and complementing it with a quantitative study based on surveys about the perception of tourists, both local and international, with a sample of 384 participants. The research aimed to establish a relationship between the hypothetical factors and each of the evaluated dimensions (presence, pulse, place, people, potential, and prerequisites) to identify the key elements for the success of a city brand, such as its architecture, climate, natural reserves, and promotional strategies. It is concluded that the effective development of a city brand requires careful consideration of these factors to enhance tourist retention and complement the sustainable development of the city of Ambato.

МАЛА АЙДЕНТИКА ВУЛИЦЬ ЯК ІНСТРУМЕНТ УПРАВЛІННЯ БРЕНДОМ МІСТ ТА ТЕРИТОРІЙ

Formulation of the problem. This has already become the norm for Ukraine, when the city takes an active position in the competition for tourist and/or investment attractiveness with other cities. A necessary component of this struggle is the city brand. The city brand is the result of – impressions received, whether from communication, from one's own experience, or from a combination of the first and second. One of the tools for strengthening and influencing the impression of being in the city is the small identity of the streets. The aim of the research determining the small identity of streets as one of the tools of brand management of cities and territories. The оbject of the research was the identity of the streets. By the small identity of the streets, we understand the system of symbols, designations, names, objects that a person meets while moving through the streets of the city. The methods of the research. Among the methods we used in the research, we can single out the method of scientific abstraction in the construction of the research concept and the formation of a model of the relationship between the design process of the graphic part of the city brand, the small identity of the city streets and the perception of the target audience of the city brand communication and urban space. They also used the method of office research, the method of analysis and synthesis when studying the theoretical developments of researchers in the field of city and territory branding. The hypothesis of the research. The lack of a small identity of the city's streets makes the city's branding ineffective. The management of the city's brand should be strengthened by measures to form an appropriate system of small identity of the city's streets. The statement of basic materials. A city working on its brand must have material confirmation of what the brand is talking about. The visualization of the city brand should reflect the identity of the city, embodied in various artifacts that can be found physically in the city – from souvenir products to architecture, events and selfie songs. If they are missing – they must be created according to the concept of the city brand. If they are –, they must be adapted to the concept of the city brand to create the prerequisites for effective branding. The originality and practical significance of the research lies in proving the need for active use of a small street identity in city brand management. The originality and practical significance of the research. The small identity of the streets has high potential as a tool for managing the city's brand. The method of its use in city branding, in our opinion, is the subject of separate studies.