Place Brand Identity: An Exploratory Analysis Of Three Deep South States

Abstract

Place branding and marketing are becoming key governance strategies that can increase governance legitimacy by meaningfully involving local stakeholder groups within the brand identity creation process. There remains a gap in knowledge regarding how place branding managers seek to involve stakeholders in the brand development, communication, and evaluation process. This research, based in three U.S. Deep South states and using Kavaratzis and Hatch’s (2013) brand identity framework, finds that practitioners are doing well when it comes to expressing local beliefs within the brand identity, but can improve when it comes to analyzing and incorporating that feedback meaningfully. Without this, critical local stakeholders can feel alienated from local governance practices, thus decreasing legitimacy in branding and marketing processes and policies alike.

Publication Date

12-1-2015

Publication Title

International Journal of Organization Theory and Behavior

Volume

18

Issue

4

Number of Pages

405-432

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1108/IJOTB-18-04-2015-B002

Socpus ID

84962767254 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84962767254

This document is currently not available here.

Share

COinS