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Co-branding public place brands : towards an alternative approach to place branding

Lucarelli, Andrea LU (2018) In Place Branding and Public Diplomacy
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:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
place brands, co-branding, public, framework
in
Place Branding and Public Diplomacy
pages
12 pages
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
2018-05-29 10:27:43
@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},
  keyword      = {place brands,co-branding,public,framework},
  language     = {eng},
  month        = {01},
  pages        = {12},
  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},
  year         = {2018},
}