عنوان انگلیسی مقاله:

My city – my brand: the different roles of residents in place branding

ترجمه عنوان مقاله: شهر من، برند من: نقش های مختلف ساکنان بر محل برند

رشته: بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 21 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: This paper deals with the importance of residents within place branding. The aim of this paper is to examine the different roles that residents play in the formation and communication of place brands and explores the implications for place brand management.

Design/methodology/approach: The paper is based on theoretical insights drawn from the combination of the distinct literatures on place branding, general marketing, tourism, human geography, and collaborative governance. To support its arguments, the paper discusses the participation of citizens in governance processes as highlighted in the urban governance literature as well as the debate among marketing scholars over participatory marketing and branding.

Findings: The paper arrive at three different roles played by the residents: as an integral part of the place brand through their characteristics and behavior; as ambassadors for their place brand who grant credibility to any communicated message; and as citizens and voters who are vital for the political legitimization of place branding. These three roles make the residents a very significant target group of place branding.

Originality/value: Residents are largely neglected by place branding practice and their priorities are often misunderstood, even though they are not passive beneficiaries but are active partners and co‐producers of public goods, services and policies. This paper highlights that only meaningful participation and consultation can produce a more effective and sustainable place branding strengthening the brand communication and avoiding the pitfall of developing “artificial” place brands.

Keywords: Place branding, Place marketing, Internal branding, Stakeholder participation, Residents, Brand management, Brands, Marketing

مقدمه مقاله

As identified in the earliest literature on place marketing and branding (Ashworth and Voogd, 1990; van den Berg and Braun, 1999; Kotler et al., 1993), the three main target groups are residents, companies, and visitors. Although reasonable, this assertion inappropriately limits the role of residents to merely target markets, and may even incline some marketers to only consider new residents as target markets of place branding. However, residents could also be vital participants in the place branding process. They are not just passive beneficiaries or place customers, but could be activepartners and co-producers of public goods, services and policies (Freire, 2009; Hospers, 2010; Olsson and Berglund, 2009). Thus, a critical analysis of the potentially different roles of residents in place branding is needed and it is contended here that residents have a more active role to play, since the participation of and the dialogue with stakeholders in place branding is extremely relevant (Bennett and Savani, 2003; Braun, 2011; Kavaratzis, 2012).

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