Place branding: creating self‐brand connections and brand advocacy
| Published date | 26 October 2012 |
| DOI | https://doi.org/10.1108/10610421211276259 |
| Pages | 508-515 |
| Date | 26 October 2012 |
| Author | Elyria Kemp,Carla Y. Childers,Kim H. Williams |
| Subject Matter | Marketing |
Place branding: creating self-brand connections
and brand advocacy
Elyria Kemp
Department of Marketing and Logistics, College of Business Administration, University of New Orleans,
New Orleans, Louisiana, USA
Carla Y. Childers
Department of Marketing, College of Business Administration, Ohio University, Athens, Ohio, USA, and
Kim H. Williams
Lester E. Kabacoff School of Hotel, Restaurant, and Tourism, College of Business Administration, University of New Orleans,
New Orleans, Louisiana, USA
Abstract
Purpose – The purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal
stakeholders, specifically a city’s residents, are fundamental in the brand-building process.
Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents
of self-brand connection and brand advocacy in the context of city branding. The model is then tested using structural equation analysis on a sample of
residents from an American city that has taken a cultural/entertainment approach to its branding efforts.
Findings – Findings indicate that brand associations, including attitude toward the branding efforts of the city, perceived quality of the brand and the
uniqueness of the brand, are crucial in the branding and positioning efforts of a city to its residents. When strong brand associations exist, residents
may develop such a connection to the brand that it becomes reflective of their self-concepts. When this occurs, a self-brand connection is formed and
residents may become advocates of the brand.
Practical implications – This research has special implications for places and municipalities that are in the process of developing branding strategies
for their locales as well as those interested in achieving a competitive advantage with existing brand management systems.
Originality/value – This research provides further insight into the application of branding theory to places and destinations. Implications for
developing effective brand management systems that appeal to local residents are enumerated.
Keywords Place branding, Self-brand connection, Brand associations, Brand management, Urban centres, United States of America
Paper type Research paper
Branding is an essential tool in marketing strategy. Building
strong brand perceptions is paramount for successful firms.
Organizations attract and maintain customers by promoting
value, image, prestige or lifestyle through their branding
efforts (Rooney, 1995). Just as goods and services are
branded, cities are also promoted through branding strategies.
Cities have dominant and diverse features which may include
their heritage, culture, art or natural resources. These features
can be used to create brand images that make geographic
locations distinct from one another. The principle that cities
and regions can be branded is the premise of place branding.
Place branding is the practice of applying branding
strategies and other marketing techniques to the economic,
political and cultural development of cities, regions and
countries (Ashworth and Kavaratzis, 2009; Elliot et al., 2010;
Ryan and Silvanto, 2010). Through place branding, a set of
expectations or images of a place are generated prior to
consumption (Metelka, 1981 and Hankinson, 2004).
Community history, heritage and culture are important
components of place branding, and research has provided
historical accounts of how cities have marketed themselves
(Lynch, 1960; Ward, 1998; Runyan and Huddleson, 2006).
For example, cities have used clever promotional campaigns
to promote themselves to investors and tourists – Hershey,
Pennsylvania is known as the “Sweetest Place on Earth;”
Arlington, Texas, the “Bowling Capital of the World;” and
San Diego, California, the “City with Sol.”
However, the branding of places and destinations can be a
more intricate and challenging process than the branding of
goods and services. Places are often more multidimensional in
nature than products and services; the stakeholders involved
are typically more heterogeneous than consumer segments;
the branding process may be fraught with politics; brand
equity and brand loyalty are more difficult to achieve and
measure; and funding and marketing budgets may especially
be limited (Pike, 2005). In addition, an important part of
creating an effective branding strategy for a place or
destination involves examining the needs of internal
stakeholders (Pike, 2005). Internal stakeholders might
include local businesses, government and residents. Without
buy-in from stakeholders, place branding strategies are likely
to fail.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
21/7 (2012) 508–515
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610421211276259]
508
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