Place Branding Research Articles

Scale transformation of place brands: a visual study of Xinhepu, Guangzhou

Place branding has become a popular strategy to promote place visibility and place image communication and gains attention in the field of city planning, geography, and place management. The contribution of geographical knowledge has been emphasized and discussed in recent place branding studies, including the role of geographical scale in branding strategies and management. However, current research mainly places the issues of scale from the top-down perspective of branding governance, and the bottom-up processes based on local culture and embodied experiences are overlooked. Drawing on participatory-based visual methodology, in the article, a combination of self‐directed photography, photo evaluation, eye-tracking experiment, and interview are employed to the scale transformation performance of place brands from the perspective of embodied experience. Taking Xinhepu in Guangzhou, China as a case study, the results show that both residents and nonresidents do not limit their perception of the Xinhepu brand to a microscale space but point to the city of Guangzhou. Specifically, the process of scale transformation of place brands is characterized by the interaction of temporal and spatial factors that provide possibilities for scale transformation. The physical landscape in space plays a role in place branding, while in time scale, Xinhepu connects Guangzhou’s past and present and is a microcosm of the city’s image and historical development; thus, in people’s embodied perception, Xinhepu can be transformed into a city brand through place culture creation. The article can provide a new explanation for the construction of place branding at multiple geographical scales and explore how the body’s unconscious, nonrepresentational rhythms play a role in place brand scale transformation.

The Process of Implementing a Place Brand Based on a Multilevel Approach: The Case of the Municipality of Masquefa

Place branding is a discipline at the intersection of geography and communications, devoted to the process by which places become brands, understood as devices for managing a desired identity presented to the outside world, and also for internal consumption by the residents of the place. This paper intends to explain the conceptualization process of a place brand, and to present the methodological framework for building a brand that takes into account all audiences and stakeholders, thus strengthening the identity of the place. The case presented here is Masquefa, a municipality in the Barcelona province. The methodology has been structured in three phases: first, an initial diagnosis and data gathering; next, fieldwork and public participation (interviews, surveys, and discussion in focus groups); and third, construction of the story. The conclusions of this article show how a municipality without any significant tangible and intangible assets to truly identify it can build a brand story accepted by all agents, both public and private, which will help it grow sustainably in the future.

Development of a cross-border regional brand management model: an analysis of its applicability in the Brazil–Argentina and Italy–Austria bordering localities

PurposeThis paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities.Design/methodology/approachA systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted with 19 specialists of different nationalities and distinct expertise on cross-border governance and regional branding. In addition, to validate the proposed model, a focus group was carried out, and specialists were consulted using forms, providing 22 additional opinions.FindingsThe results show good managerial practices and gaps that must be overcome to create and manage the brands from the two regions analyzed.Research limitations/implicationsThe theoretical contributions consist in extending the literature in place branding by presenting the first CRBM model and the conceptual explanation of each of the model's elements.Practical implicationsThe study's practical implications occur through the suggestion of good management practices for the studied localities arising from the applicability of the CRBM model. Furthermore, it is expected that the model developed can be applied in other locations, bringing practical contributions to the management and creation of cross-border regional brands in other countries.Originality/valueThis study presents the first CRBM model and its applicability to two cross-border regions.

Merangkul Tradisi, Mengungkap Identitas: Pendekatan Reinventing Tradition dalam Perancangan Bandara Perintis di Kabupaten Batang

<p><em>Batang Regency is striving to accelerate economic and tourism growth through the Batang Integrated Industrial Zone (KITB) project. One crucial component to support KITB is the availability of public transportation facilities like airport which believed to stimulate economic and tourism growth optimally. Therefore, the design of a pioneer airport terminal is required, serving both as a mode of transportation and an effort to enhance the city branding of Batang Regency. The goal of this design is to initiate a branding strategy through the Reinventing Tradition approach obtained from the triangle architecture semiotics method, the goals is to unearth the values of tradition through a process of hybridization. The result is the design of a pioneer airport terminal that embodies principles such as appreciation, metaphorical meaning, context, interpretation, and performance derived from the culture of Rifa'iyah batik, traditional rowing competitions, Alas Roban, and the local community's character.</em></p>

Strengthening City Branding Through Investment in Ambarawa Urban Area, Semarang Regency

City branding can shape an area’s positioning and marketing differentiation so that a city can build a clear identity and strong associations and instil positive attributes to compete with other cities, especially for tourism. The primary purpose of city branding is to increase tourists and foster a good perception of the area. Ambarawa Urban Area is part of strategic National Kedungsepur (province) for social and cultural focus. The development of this area aims to create a historical city area that becomes the centre of tourism development. Tourism development also requires support from investors. Investment is important because it can also provide social benefits to the community. Therefore, this article aims to determine investment locations to strengthen the city branding of the Ambarawa Urban Area. The data used in this research are secondary and primary. Secondary data includes land value, road network, land use, and hazard map. The validation of land use data and road networks is carried out using the ground check. The variables used in the analysis are land value, ease of accessibility, and availability of land that can be developed for construction. The analysis techniques used are kernel density and overlay mapping such a conservation area, limited development land and tourism location. The processing map using Geographic Information System (GIS) mapping software. This research resulted in investment locations in several villages, such as Baran, Kupang, Lodoyong, Ngampin, Panjang and Tambakboyo with a total area of 19.14 hectares. The largest investment location can be allocated in Panjang Village which has an area of 9.79 hectares and is spread across two locations.

The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding

The lack focus on brand positioning and brand identity in Indonesia, especially in creative industries based on local uniqueness, reflects a lack of development and competitiveness. This research critically evaluates the sustainable development of Padang City city branding with a focus on the role of leaders as boundary spanners in maintaining the sustainability of city branding and building brand awareness. Although required to create uniqueness, Padang City Branding is still influenced by the previous city branding development discourse, causing a lack of specifications and similarities with other cities in West Sumatra. Although the majority of the population is Muslim, the concept of halal tourism has not been created well. This study aims to understand the role of leaders in each institution as boundary spanners in maintaining the sustainability of city branding. As boundary spanners, leaders in each institution are considered central in maintaining the existence of city branding and building efficient policy networks. Observation-participating research methods using the Internet assist researchers in interacting with boundary spanners and understanding culture from the perspectives of its members. This research yields in-depth insights into the leader's key role as a boundary spanner in the context of Padang City city branding.

THE INFLUENCE OF A HERITAGE CITY BRANDING ON THE CITY’S BRAND IDENTITY AND BRAND IMAGE, AND TOURISTS’ VISITING DECISION

The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision. This study was done in a quantitative approach. The data was collected by distributing online questionnaire, targeting visitors of Yogyakarta city. A total of 216 respondents participated in this study, obtained using a purposive sampling method. The data was analyzed using Structural Equation Modeling (SEM) in AMOS 21.0. The results show that the city branding directly influences the brand identity and visiting decision, but does not directly influence the brand image. Furthermore, the brand identity has a positive, significant and direct influence on the brand image and visiting decision. The brand identity mediates the influence of city branding on the visiting decision. The brand identity also mediates the influence of city branding on the brand image. Lastly, the brand image mediates the influence of brand identity on the visiting decision.JEL: M30, M31, M39.

Educational Potential of Cities – Russian University Centers as a Factor of Increasing Their Competitiveness

The current stage of the country development is characterized by increasing the role of universities not only in the educational and public space of the country, but also in the socio-economic advancement of cities and regions. Universities forming the educational potential of the cities are flagships of their technological transformation, form the city brand, increase their sustainability, lifeabitity and competitiveness. The aim of the study is the typologization of cities – university centers of Russia, carried out with the help of a comprehensive index of educational potential developed by the authors. The statistical base for assessing the educational potential of cities was the data of the Monitoring of the effectiveness of the educational institutions of higher education in 2022, university rankings of the British company Quacquarelli Symonds (integral QS ranking and 5 integrated areas of study), RA-Expert (integrated and individual in 29 areas of study), the Three Missions of the University rating, and the University Reputation Ranking.The study was carried in 3 stages, each of them involved special methodological approaches. At the first stage, there was a review of existing theoretical and practical research on the subject, the integrated index of the educational potential of university centers was developed. At the second stage of the study on the bases of this index a typology of university centers of the Russian Federation was carried out. At the third stage, there was a comparation of the previous results with their positions in the Sustainable Urban Development Index and realization of creative potential. The implementation of educational potential of the most sustainable competitive university centers was separately analyzed in the context of the strategy of internationalization and export of education.National project “Science and Universities” aimed at formation of 100 universities as centers of scientific, technological and socio-economic development by 2030, as well as the program for the construction of 25 world-level modern campuses increase attention to cities as centers of localization of higher education, their educational potential, and, ultimately, their competitiveness.The scientific importance of the research is the development of methodological approaches to assessing the educational potential of cities – university centers and its testing on the example of 1208 universities located in 306 cities of 84 regions of Russia. As a result, a typology of Russian university centers was carried out according to the level of educational potential: 6 types of cities were identified, differing in the city-forming role of higher educational institutions, their role in brand formation and the competitiveness of the city.The typology makes it possible to assess the educational potential of university centers in Russia to form effective strategies for their development in the context of the realizing the national development goals of Russia.

Empathic Communication and Artistic Healing Role of Local Music in Xiamen City under Major Social Events

From local to global, from individual to universal, from singularity to plurality, music not only promotes the deep integration and dissemination of urban culture, giving birth to the theoretical perspective of “music studies”, but also becomes an important symbol and weathervane of a city’s cultural trend. Whether it is a metropolis such as London, Paris or Beijing, or an art city that focuses on the city’s on-the-ground music creation or identity, music is closely connected to the urban cultural space. At the same time, music is also a “holistic effect art”, a language of cultural globalisation. This study will be based on the creation and dissemination of Xiamen’s urban music works under major social issues, taking aesthetic function and artistic healing as the entry point, combining with the case study of Xiamen’s urban in situ music works to explore the current situation of the creation and dissemination of its works, elucidating the social value and artistic healing function of the city’s songs, and rethinking and exploring the relationship between literary and artistic works and the harmonious development of the human society, and the role of the city’s brand shaping and influence on city branding. This research will mainly focus on the literature research method and case study method, using the Internet and electronic resource databases to review the literature, understand the knowledge related to music and art, clarify the development of urban local music and the current status of research, and obtain relevant research information, so as to provide ideas and references for the project research. To analyse the data of urban local music creation and dissemination with appropriate statistical and analytical methods, in order to maximise the function of the data and play a role in the data. Take urban local music as a typical case, investigate it, and give solution ideas and programmes, and look forward to the direction of creation and dissemination of contemporary literary works of urban local music under major social events.

‘We gave the city its image and put it on the map.’: intangible cultural heritage and city branding in Buenos Aires and Valencia

ABSTRACT In this article, we propose an analysis of the intangible heritagization of elements in urban settings as it relates to the promotion of a city brand, within the context of a fast rise of urban planning models with a strong emphasis on the production of corporate branding. We will focus specifically on the processes leading up to the nomination of intangible heritage elements for UNESCO listing and their relationship with the economy-culture-leisure triad, concretely in the cases of the Fallas festivities in Valencia, and filete porteño in Buenos Aires. Building from the Spanish and the Argentinian cases, we discuss how intangible heritage policies are increasingly becoming an essential part of the development of city branding, insofar as they help to promote the local identity and image, legitimized by the UNESCO label.

Branding and place image on the example of the capital city of Warsaw

The image of a city is the ultimate product and is formed in the course of activities that are a process. A city wishing to achieve market success should strive to shape a positive image. In this aspect, it is necessary to regularly study the image of the perceived city. The identity and brand of the city play a fundamental role in this. The purpose of this article is to identify the image of Warsaw promoted by local authorities and the perceived image of the city among its residents. The thesis that has been verified is that there is no full correspondence between the image of Warsaw promoted by the local authorities and the image of the city in the consciousness of its residents. The article consists of three parts. The first discusses the concepts of identity, brand and image of the city. The second characterizes the brand of the capital city of Warsaw and its components. And in the third, the perceived image of the capital city of Warsaw is presented. Such research methods as literature studies, analysis of internal documentation of the Warsaw City Hall in the form of reports and reports in the area of image issues, analysis of source documents in the form of the city development strategy, analysis of reports and reports on promotional and image issues of cities in national and international dimensions, and deductive analysis were used. The considerations carried out showed allowed positive verification of the thesis. In addition, they showed that a positive image of a city is an important factor in its development.

Strategi City Branding Provinsi Bengkulu Melalui Festival Tabot

Bengkulu Province is an area rich in culture and traditions which are still considered a legacy from our ancestors, one of which is Tabot. That in this era of globalization, competition between regions is getting tougher by increasingly developing regional potential and uniqueness so that they are able to compete with other regions. In this case, a city needs a strategy to create a strong regional or global positioning, this is better known as City Branding. City branding is one of the appropriate strategies to be implemented by the Bengkulu Province Tourism Office to develop a city identity that can attract domestic and foreign tourists to visit Bengkulu Province. This research aims to understand the city branding strategy of the Bengkulu Province Tourism Office in developing city branding through the Tabot Festival. This research method uses a qualitative research method using a descriptive approach. This qualitative research aims to explain the phenomenon through interview, observation and documentation data collection techniques. In this research there were five informants who were taken using purposive techniques. In data analysis techniques by reducing data, presenting data, and drawing conclusions. And checking the validity of the data was carried out using triangulation. The results of this research are for an identity strategy to first determine the identity of the city which can differentiate it from other areas which is symbolized using a logo or tagline. The objective strategy for city branding through the Tabot festival is to raise the image of the city and to attract the interest of local and foreign tourists. The strategy used by the Bengkulu Province Tourism Office is to collaborate with stakeholders related to the tourism sector such as the tourism industry, and to promote through media such as electronic media, online media, printed promotional media such as billboards and banners. The coherence strategy is to have a common message conveyed in promoting this branding, namely through communication carried out with other stakeholders by including the branding logo from Bengkulu Province.

Leveraging social capital to catalyse post-pandemic anti-fragility: the “Vilnius model”

PurposeThis paper aims to delve into the interdependent connection between place branding and social capital, specifically focusing on how it contributes to uniting a city’s recovery efforts during times of crisis. By using the theoretical frameworks of social capital and cultural intermediation, the case study of Vilnius, Lithuania, exemplifies how cities can navigate through turbulent periods by prioritising the work of place marketers and their relationships in their strategic approach.Design/methodology/approachA qualitative, mixed method case study approach used four different methods of investigation, drawing on multiple sources of evidence, including a mix of interviews with key actors, content analysis, netnography and participant observation.FindingsGo Vilnius, in collaboration with the City of Vilnius Municipality, leveraged existing stakeholder relationships and a strong common identification among political actors, promotional intermediaries, residents and city institutions to not only adapt to the unfolding crisis but to evolve its marketing, place-making, tourism and community engagement strategies to emerge as a more resilient, dynamic and animated city after the pandemic.Practical implicationsThis case study demonstrates that a “network constellation” approach centralised around key stakeholder relationships held by marketing, tourism and promotional professionals is a crucial component in urban post-pandemic and emergency planning.Social implicationsBy placing marketing professionals at the heart of crisis planning, cities can capitalise on the inherent social capital that is their key occupational resource and leverage their relationships with residents, the business community, international collaborators and the media for swift and maximum impact.Originality/valueBy identifying the “network constellations” that facilitated the institutionalisation of place branding activities in the face of both a local and global shutdown, this paper positions place marketers, acting as cultural intermediaries, at the centre of crisis planning and prevention strategies for anti-fragile cities of the post-pandemic future.

There’s a time and place: Navigating omni-temporality in the place branding process

This paper investigates how multiple stakeholders understand and navigate the interrelationship between past, present and future time-frames through what is termed omni-temporality. Despite an interest in the phenomenon within the corporate brand heritage literature, a limited understanding persists concerning how omni-temporality shapes stakeholders’ interactions with brands and with each other. These omissions are particularly pertinent in place branding where stakeholders are well-recognised as integral to the branding process. Through case studies of two city brands, our findings reveal tensions that arise when brand stakeholders prioritise the past or strive for a more contemporaneous and future-orientated framing. We identify the ways brand stakeholders navigate these tensions by utilising six (re)framing strategies that range from the reconciliatory to the destabilising. We show how facilitating stakeholders’ expressions of diversity and dissent can produce meaningful brand exchanges, ease the challenges associated with balancing continuity alongside change, and support an iterative form of temporal agency.

Image of a city in the local and global media: Suzhou as a case

Suzhou City in East China is well known within the country for its booming economy and rich culture but less so internationally. This study focuses on a comparative analysis of the construction of Suzhou's image in different cities and countries through multiple media platforms to explore the variations in themes, narrative styles and promotion strategies. Adopting the quantitative approach, the authors selected 1265 texts from 2015 to 2020 for a content analysis. Findings show that both the local and global media often report on Suzhou as a tourist city. However, Suzhou's local media report more on the city's history and lifestyle than their global counterparts, while the global media more on the city's culture and arts. Moreover, Suzhou's local media preferred adopting narrative styles that created visual symbols and used corporates, brands and activities for place branding, while the global media would use personal storytelling more for interaction with its target audiences.

Karsten’s Work as a City Branding Strengthener for The Semarang City, Indonesia

Currently the City of Semarang, Indonesia, is trying to have a BRAND which is expected to be able to show the potential of Semarang city. Semarang city is one of the cities in Indonesia which in planning the development of the form of town planning, was planned by a city planner who is also an architect named Ir. Herman Thomas Karsten. Karsten has a lot of architectural works in Semarang city, ranging from buildings that function as houses, offices, to other public buildings such as schools, markets, theater, office building, housings, and hospitals. Karsten's architectural works are known to be comfortable to view or use for their activities. This is shown by the many works of Karsten which are still being used well by building users. This study aims to reveal the potential of the city of Semarang related to the urban cultural heritage of Karsten's work. This research will provide benefits for the stakeholders of the Semarang City in determining the city branding of Semarang city. In addition, this research is also beneficial for the development of architectural scholarship, and will provide new insights to the academic community about the importance of cultural heritage in a city. This research will provide clarity, that the Urban Cultural Heritage will affect the city identity and city character. As for the community, this research will contribute to helping the creation of a new built environment for cultural heritage artifacts through the city's brand image.

Dijital Diplomasi Çalışmalarında Bibliyometrik Analiz

As a result of the spread of digitalisation, job descriptions have reached a different dimension in our lives. A radical change has taken place in all sectors such as education, entertainment, tourism, shopping and health. In addition, national and international relations and politics have also started to use digital tools with the advent of the Internet. Therefore, the use of digital as a tool has clearly become widespread. In this context, a bibliometric analysis of digital diplomacy studies in the literature was conducted and a systematic perspective on the subject was obtained in this study. Studies on digital diplomacy were accessed through the Scopus database and analysed in terms of keywords, authors, countries and sources with the VOS viewer. Among the most repeated keywords are digital diplomacy, public diplomacy and social media. Manor, I. and Bjola C. are the most published authors. "Place Branding and Public Diplomacy" and "The Hague Journal of Diplomacy" ranked first in terms of the number of citations and studies. The USA, the United Kingdom and Australia are the leading countries with the highest number of studies. The current situation has been analysed and suggestions have been made for new researches to be conducted as a result of the study.

Personality and place as resources for regional development: Alfred Nobel’s Karlskoga

ABSTRACT In ‘Alfred Nobel’s Karlskoga’, Sweden, the municipality has placed its most famous former resident at the heart of its economic development strategy. Through an in-depth qualitative case study, we examine the tensions and complexities surrounding this process and fill an existing research gap around personality-based place branding for regional development purposes. The findings suggest that even with a world-famous figure as talisman, personality-based place branding is a complex endeavour where old rivalries, tightknit social structures and economic dependencies makes us question – is it even possible to build a brand that is both inclusive and truly representational of a place?

Music as Magic

Music as Magic

Determination of the Role of Elements Affecting the Formation of the City Image of Turkestan

This study examines the influence of various factors on the branding process of Turkistan city and its impact on tourism development. Through a systematic analysis of relevant literature, the study aims to provide a foundation for urban branding by exploring perspectives, approaches, variables, methods, and related concepts. The analysis focuses on the impact of city branding on foreign tourists' perception of Turkistan and their decision to visit. Additionally, it investigates the tourism values associated with Turkistan and the perceptions of its residents. Statistical and empirical methods were employed in this research, utilizing the SPSS 22 program to analyze survey responses. Correlation, regression, and dispersion methods were used to derive the results. Descriptive statistics indicate that historical places play a significant role in strengthening the brand value perception of Turkistan. The study also highlights existing shortcomings in the city's tourism infrastructure and provides recommendations for improvement. Furthermore, the relationship between city image and city branding is considered, and future research could explore the connection between sustainability and urban branding, thereby contributing to the existing literature.