The Four R’s of Place Branding

نویسندگان

  • Robert Aitken
  • Adriana Campelo
چکیده

This paper is part of a research agenda that adopts the paradigm of co-creation to analyse the process and practice of place branding with the intention of recommending a set of principles for place branding. This particular research investigates the interactions and relationships between people and their place to identify the constructs that are interwoven into those interactions and which influence the nature of the brand. We present a model that identifies four constructs that encapsulate the co-created experience of the place: Rights, Roles, Relationships and Responsibilities. The bottom-up approach should be taken to developing a place brand and that brand ownership is determined by the extent to which the representation of the place reflects the experience of the community.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Place Branding; An Economic - Oriented Approach to Empower Informal Settlements (Case of Falak-e-Din Neighborhood, Khorramabad)

Informal settlement as a global urban phenomenon encounters different social, physical and economic shortcomings. These fabrics especially in cities of the global south experience an escalating gap with developed urban areas. In this regard, faltering economy plays a major contribution in continuity of poverty and exclusion. In Iran, Empowerment plan could not lead to favorable and stable resul...

متن کامل

Strategic City Branding; from Theory to Practice

Cities are in search for new ways to get promoted. Regarding the fast changes in technology and the shift from local to a globalized environment, cities are forced to compete with each other in order to become an attractive tourist destination, workplace, cultural rich place and much more. City branding has been introduced as a new and creative solution to be adopted by cities to achieve suc...

متن کامل

Branding the City: The Democratic Legitimacy of a New Mode of Governance

Introduction Branding has become an empirical phenomenon in the governance of urban districts and communities, especially in urban regeneration programmes (e.g. Van Dijk and Holstein, 2007). Branding has been widely applied to change the image of regenerated areas, with the aim of attracting investors and new residents. In the UK for example, branding has become increasingly central to regenera...

متن کامل

Place Branding for Endogenous Development. the Case Study of Tuscany and the Arnovalley Brand

Place branding tends to be introduced into the agenda of increasingly numerous public authorities as a tool for place management. Nations, regions, cities and inter-regional networks tend to relate their initiatives to brands in order to attract and retain resources e.g. capital and people. In light of the contemporary debate on regional and local development, this paper will analyse the potent...

متن کامل

Evaluation of urban branding strategies in Iranian cities

Urban branding, as a new approach toward urban development, improves marketing of the city image in different ways by changing the visual image of the city into a brand image. This paper aims to survey the element of urban branding strategies in Iranian cities by examining the criteria of urban branding theory in Iranian cities. The main goal of this investigation is to describe how the cities ...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2009