Place Branding: Are We Wasting Our Time? Report of an AMA Special Session

Dominic Medway, Kathryn Swanson, Lisa Delpy Neirotti, Cecilia Pasquinelli, Sebastian Zenker

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014.
Design/methodology/approach: – The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments.
Findings: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”.
Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.
Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014.
Design/methodology/approach: – The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments.
Findings: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”.
Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.
LanguageEnglish
JournalJournal of Place Management and Development
Volume8
Issue number1
Pages63-68
ISSN1753-8335
DOIs
StatePublished - 2015

Keywords

    Cite this

    Medway, Dominic ; Swanson, Kathryn ; Neirotti, Lisa Delpy ; Pasquinelli, Cecilia ; Zenker, Sebastian. / Place Branding : Are We Wasting Our Time? Report of an AMA Special Session. In: Journal of Place Management and Development. 2015 ; Vol. 8, No. 1. pp. 63-68
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    abstract = "Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments. Findings: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.",
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    Place Branding : Are We Wasting Our Time? Report of an AMA Special Session. / Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy; Pasquinelli, Cecilia; Zenker, Sebastian.

    In: Journal of Place Management and Development, Vol. 8, No. 1, 2015, p. 63-68.

    Research output: Contribution to journalJournal articleResearchpeer-review

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    T1 - Place Branding

    T2 - Journal of Place Management and Development

    AU - Medway,Dominic

    AU - Swanson,Kathryn

    AU - Neirotti,Lisa Delpy

    AU - Pasquinelli,Cecilia

    AU - Zenker,Sebastian

    PY - 2015

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    N2 - Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments. Findings: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.

    AB - Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford-style debate with two opposing teams of two persons – one team supporting and one team opposing the motion. The opening speaker of each team had 10 minutes to put their case across, and the closing speaker had 8 minutes. Teams took to the stand alternately, matching up against each other’s arguments. Findings: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field.

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    KW - Oxford-style debate

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