Towards brand ecology : An analytical semiotic framework for interpreting the emergence of place brands
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/c540aca6-bf0a-4144-9693-901fb98f1986
- author
- Giovanardi, Massimo ; Lucarelli, Andrea LU and Pasquinelli, Cecilia
- publishing date
- 2013
- 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
- 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
- 2022-04-09 07:44:00
@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}},
keywords = {{brand ecology; ecological perspective; place branding; place marketing; semiotics; space}},
language = {{eng}},
number = {{3}},
pages = {{365--383}},
publisher = {{SAGE Publications}},
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}},
doi = {{10.1177/1470593113489704}},
volume = {{13}},
year = {{2013}},
}