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The magic of place branding: regional brand identity in transition

Cassinger, Cecilia LU and Eksell, Jörgen LU (2017) In Journal of Place Management and Development 10(3). p.202-212
Abstract
Purpose

The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.
Design/methodology/approach

The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.
Findings

Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process.... (More)
Purpose

The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.
Design/methodology/approach

The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.
Findings

Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change.
Research limitations/implications

The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity.
Practical implications

The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process.
Originality/value

The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Journal of Place Management and Development
volume
10
issue
3
pages
202 - 212
publisher
Emerald Group Publishing Ltd.
external identifiers
  • scopus:85027868366
  • wos:000408173000002
ISSN
1753-8335
DOI
10.1108/JPMD-03-2017-0028
language
English
LU publication?
yes
id
71c00a41-edfa-4216-b531-74b56689581b
date added to LUP
2017-04-18 14:53:50
date last changed
2017-09-18 13:32:32
@article{71c00a41-edfa-4216-b531-74b56689581b,
  abstract     = {Purpose<br/><br/>The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.<br/>Design/methodology/approach<br/><br/>The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.<br/>Findings<br/><br/>Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change.<br/>Research limitations/implications<br/><br/>The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity.<br/>Practical implications<br/><br/>The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process.<br/>Originality/value<br/><br/>The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.},
  author       = {Cassinger, Cecilia and Eksell, Jörgen},
  issn         = {1753-8335},
  language     = {eng},
  number       = {3},
  pages        = {202--212},
  publisher    = {Emerald Group Publishing Ltd.},
  series       = {Journal of Place Management and Development},
  title        = {The magic of place branding: regional brand identity in transition},
  url          = {http://dx.doi.org/10.1108/JPMD-03-2017-0028},
  volume       = {10},
  year         = {2017},
}