The inception of place branding evolved from research within various fields including place image and marketing. The literature reports on studies focusing on the application of the branding concept to various geographical entities ranging from countries to towns and the challenges of branding the multidimensional construct ‘place’ especially in relation to stakeholder engagement. There seems to be a recognisable gap in the literature regarding the application of the term ‘place’ and its associated vocabulary: location, country, nation, city and region. While a ‘destination’ indicated tourism only, there is no agreed language for the holistic or all encompassing brand. This exploratory research attempts to identify the application of the term ‘place’ and it associated vocabulary. The application of place brand terms was examined by discipline and in relation to geographical entities using the sample population of place-branding case-study research. Content analysis was used to elicit place brand terms and geographical entities within various articles published in various disciplines. The data were analysed using the chi-square test for independence. The content analysis affirmed that the focus of place branding has shifted from the discipline of tourism to branding and business. The research also affirmed that a ‘destination’ indicates tourism only, articulated in various geographical entity forms, while the absence of ‘town’ as a possible place brand term became apparent as did the lack of case-study research relating to towns; countries and cities commanded the majority share of the case-study research. The results of the study depict the application of place brand terms in a generic manner from which guidance for the specific application of place terms may provide future consensus either implicitly or through the formation of distinctive place term definitions.

/pdf/an-analysis-of-terminology-use-in-place-branding-40loq86zzt.pdf

An analysis of terminology use in place branding

As a consequence of globalisation, the marketing of places has grown in importance as countries, regions and individual destinations compete with one another to attract investment and visitors. In ...

Critical Success Factors in Destination Marketing

To advance place image theory, this study combines elements from two areas that have explored place image more than any others: tourism destination image (TDI) and product-country image (PCI). Key constructs from each are measured simultaneously in an Integrative Model of Place Image. The model test uses consumer survey data from South Korea to compare image measures of the United States and Japan using structural equation modeling. The results reveal that cognitive country image has greater influence on product factors than on destination factors, while affective country image has greater influence directly on receptivity than indirectly on beliefs. In addition, consumer beliefs exhibit a strong crossover effect between product beliefs and destination receptivity. Newly tested relationships point to a number of directions for future research in place image and branding, and provide empirical evidence of the need for place marketers to move toward greater integration between product- and tourism-oriented ...

An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images

The growth of globalization has intensified the competition among countries, cities and regions to attract various target audiences. Places need different marketing and branding strategies to gain competitive advantage and reputation. This article presents a review of extant place branding literature and identifies various research themes. The 147 articles on place branding were identified from three major global databases published during January 2004 to April 2014 (the last 10 years) in scholarly or academic journals. These articles were examined, analyzed and categorized according to various criteria such as research themes, bibliographic data, method of study, method of data collection, types of data analysis techniques used, conceptual/theoretical frameworks proposed and geographical locations focused. Our results show that: (1) most of the articles are based on conceptual, case, and qualitative studies; (2) place brand identity emerged as a major research theme in all studies. The present article also provides avenues for future research by identifying major gaps in literature.

Place branding research: a thematic review and future research agenda

This paper presents a systematic and complete overview of the scientific literature in the field of place marketing and place branding research. A total of 1172 articles published between 1976 and 2016 in 98 different journals were analyzed and meticulously classified into categories and subcategories according to disciplinary approach, method used and perspective adopted. This literature review thus provides a detailed overview of the state of the art and reveals various trends and developments in this emerging field of study. Among other things, it demonstrates that the field suffers from a lack of conceptual clarity, diverging definitions and a weak theoretical foundation, which means it addresses a very broad range of research topics. In addition, the field lacks empirical evidence and explanatory articles, meaning that the numerous hypotheses concerning the effects of place marketing activities on attractiveness remain unsubstantiated. The review also underscores the literature’s lack of interest in the political and institutional contexts of places, although this information is crucial in terms of public management. Moreover, this work notes that the rhetoric of consultants is given pride of place, with the publication of numerous prescriptive articles focused on sharing best practices. Finally, this study notes the existence of a significant number of critical articles.

https://hal.archives-ouvertes.fr/hal-01340352/document

Place marketing and place branding: A systematic (and tentatively exhaustive) literature review

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.pb.5990002.pdf

Where is place branding heading

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Where is place branding heading