Questioning a “One Size Fits All” City Brand: Developing a Branded House Strategy for Place Brand Management

Sebastian Zenker, Erik Braun

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.
Design/methodology/approach: The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.
Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.
Practical implications: The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.
Originality/value: The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.
Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.
Design/methodology/approach: The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.
Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.
Practical implications: The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.
Originality/value: The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.
LanguageEnglish
JournalJournal of Place Management and Development
Volume10
Issue number3
Pages270-287
ISSN1753-8335
DOIs
StatePublished - 2017

Keywords

  • Brand management
  • Place brand
  • Brand complexity
  • City branding
  • City communication management
  • City marketing

Cite this

@article{d1a8c1c1b1b24489a877c54b7384e833,
title = "Questioning a “One Size Fits All” City Brand: Developing a Branded House Strategy for Place Brand Management",
abstract = "Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.Design/methodology/approach: The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.Practical implications: The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.Originality/value: The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.",
keywords = "Brand management, Place brand, Brand complexity, City branding, City communication management, City marketing, Brand management, Place brand, Brand complexity, City branding, City communication management, City marketing",
author = "Sebastian Zenker and Erik Braun",
year = "2017",
doi = "10.1108/JPMD-04-2016-0018",
language = "English",
volume = "10",
pages = "270--287",
journal = "Journal of Place Management and Development",
issn = "1753-8335",
publisher = "JAI Press",
number = "3",

}

Questioning a “One Size Fits All” City Brand : Developing a Branded House Strategy for Place Brand Management. / Zenker, Sebastian; Braun, Erik.

In: Journal of Place Management and Development, Vol. 10, No. 3, 2017, p. 270-287.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Questioning a “One Size Fits All” City Brand

T2 - Journal of Place Management and Development

AU - Zenker,Sebastian

AU - Braun,Erik

PY - 2017

Y1 - 2017

N2 - Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.Design/methodology/approach: The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.Practical implications: The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.Originality/value: The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.

AB - Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding.Design/methodology/approach: The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing.Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced brand management including target group-specific sub-brands is needed.Practical implications: The model will be helpful for place brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication.Originality/value: The paper provides an insight into the complexity of city brands and acknowledges that the perception of city brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place brands. This will be helpful for city brand managers and researchers alike in dealing with city brand complexity.

KW - Brand management

KW - Place brand

KW - Brand complexity

KW - City branding

KW - City communication management

KW - City marketing

KW - Brand management

KW - Place brand

KW - Brand complexity

KW - City branding

KW - City communication management

KW - City marketing

U2 - 10.1108/JPMD-04-2016-0018

DO - 10.1108/JPMD-04-2016-0018

M3 - Journal article

VL - 10

SP - 270

EP - 287

JO - Journal of Place Management and Development

JF - Journal of Place Management and Development

SN - 1753-8335

IS - 3

ER -