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Towards brand ecology : An analytical semiotic framework for interpreting the emergence of place brands

Giovanardi, Massimo; Lucarelli, Andrea LU and Pasquinelli, Cecilia (2013) In Marketing Theory 13(3). p.365-383
Abstract
Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand-management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of... (More)
Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand-management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of integration (‘symbiosis’) between functional and representational dimensions. By recognising this interrelatedness through an ecological perspective that focuses on the connections among all the constituents of a place, the concept of brand ecology is offered to unpack the complexity of place brands and to reconsider the relationship between place branding and place marketing approaches. (Less)
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author
publishing date
type
Contribution to journal
publication status
published
subject
keywords
brand ecology, ecological perspective, place branding, place marketing, semiotics, space
in
Marketing Theory
volume
13
issue
3
pages
19 pages
publisher
SAGE Publications Inc.
external identifiers
  • scopus:84882982196
ISSN
1741-301X
DOI
10.1177/1470593113489704
language
English
LU publication?
no
id
c540aca6-bf0a-4144-9693-901fb98f1986
date added to LUP
2017-04-18 15:54:53
date last changed
2018-08-05 04:40:06
@article{c540aca6-bf0a-4144-9693-901fb98f1986,
  abstract     = {Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand-management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of integration (‘symbiosis’) between functional and representational dimensions. By recognising this interrelatedness through an ecological perspective that focuses on the connections among all the constituents of a place, the concept of brand ecology is offered to unpack the complexity of place brands and to reconsider the relationship between place branding and place marketing approaches.},
  author       = {Giovanardi, Massimo and Lucarelli, Andrea and Pasquinelli, Cecilia},
  issn         = {1741-301X},
  keyword      = {brand ecology,ecological perspective,place branding,place marketing,semiotics,space},
  language     = {eng},
  number       = {3},
  pages        = {365--383},
  publisher    = {SAGE Publications Inc.},
  series       = {Marketing Theory},
  title        = {Towards brand ecology : An analytical semiotic framework for interpreting the emergence of place brands},
  url          = {http://dx.doi.org/10.1177/1470593113489704},
  volume       = {13},
  year         = {2013},
}