Co-branding public place brands : towards an alternative approach to place branding
(2018) In Place Branding and Public Diplomacy 14(4). p.260-271- Abstract
- Contrary to the traditional understanding of place branding inspired by product, service and corporation branding, the present paper adopts place branding interdisciplinary literature in order to develop a conceptual framework that focuses on the constituting features of place brands as a form of public brands. The paper suggests the way place brands are constituted is via a co-branded complex and dynamic process in a constant state of change shaped by the interaction of several public brands in particular time-space frames. The co-branded process allows researchers and practitioners to better understand the conditions under which place brands and place brand efforts are emerging. Despite that, the type of co-branded process described in... (More)
- Contrary to the traditional understanding of place branding inspired by product, service and corporation branding, the present paper adopts place branding interdisciplinary literature in order to develop a conceptual framework that focuses on the constituting features of place brands as a form of public brands. The paper suggests the way place brands are constituted is via a co-branded complex and dynamic process in a constant state of change shaped by the interaction of several public brands in particular time-space frames. The co-branded process allows researchers and practitioners to better understand the conditions under which place brands and place brand efforts are emerging. Despite that, the type of co-branded process described in the paper also points out that the process does not necessarily create a linear positive add-on value for all parts involved. Rather, the co-branded process here is fragmented and based on spatial, political and real meaning contexts. The framework is illustrated empirically from material retrieved from a study of a regional branding process. The article concludes with a note on the political dimension of applying a co-branding lens on the public sphere.
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Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/b5ed8149-9a56-414a-820d-4613174c4bff
- author
- Lucarelli, Andrea LU
- organization
- publishing date
- 2018-11
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- place brands, co-branding, public, framework
- in
- Place Branding and Public Diplomacy
- volume
- 14
- issue
- 4
- pages
- 260 - 271
- publisher
- Palgrave Macmillan
- external identifiers
-
- scopus:85040336980
- ISSN
- 1751-8059
- DOI
- 10.1057/s41254-017-0085-3
- language
- English
- LU publication?
- yes
- id
- b5ed8149-9a56-414a-820d-4613174c4bff
- date added to LUP
- 2018-01-17 17:53:19
- date last changed
- 2022-04-25 05:12:10
@article{b5ed8149-9a56-414a-820d-4613174c4bff,
abstract = {{Contrary to the traditional understanding of place branding inspired by product, service and corporation branding, the present paper adopts place branding interdisciplinary literature in order to develop a conceptual framework that focuses on the constituting features of place brands as a form of public brands. The paper suggests the way place brands are constituted is via a co-branded complex and dynamic process in a constant state of change shaped by the interaction of several public brands in particular time-space frames. The co-branded process allows researchers and practitioners to better understand the conditions under which place brands and place brand efforts are emerging. Despite that, the type of co-branded process described in the paper also points out that the process does not necessarily create a linear positive add-on value for all parts involved. Rather, the co-branded process here is fragmented and based on spatial, political and real meaning contexts. The framework is illustrated empirically from material retrieved from a study of a regional branding process. The article concludes with a note on the political dimension of applying a co-branding lens on the public sphere.<br/><br/>}},
author = {{Lucarelli, Andrea}},
issn = {{1751-8059}},
keywords = {{place brands; co-branding; public; framework}},
language = {{eng}},
number = {{4}},
pages = {{260--271}},
publisher = {{Palgrave Macmillan}},
series = {{Place Branding and Public Diplomacy}},
title = {{Co-branding public place brands : towards an alternative approach to place branding}},
url = {{http://dx.doi.org/10.1057/s41254-017-0085-3}},
doi = {{10.1057/s41254-017-0085-3}},
volume = {{14}},
year = {{2018}},
}