Building a place brand from the bottom up: A case study from the United States. (October 2017)

• Record Type: Journal Article
• Authors: Hudson, Simon; Cárdenas, David; Meng, Fang; Thal, Karen
• Is Part Of: Journal of vacation marketing. Volume 23:Number 4(2017)
• Page Start: 365
• Page End: 377
• Publication Date: 2017-10
• Subjects: Community stakeholders -- destination marketing -- place branding -- residents; Hospitality industry -- Marketing -- Periodicals; Travel -- Marketing -- Periodicals; Tourism -- Marketing -- Periodicals; 338.4791
• DOI: 10.1177/1356766716649228
• Languages: English
• ISSNs: 1356-7667

Abstract

In an increasingly competitive global marketplace, the need for towns and cities to create a unique identity, to differentiate themselves from competitors, has become critical. Many places promote spectacular scenery, good quality of life, friendly people, and a sound business infrastructure. However, these factors are no longer differentiators, so places need a strong brand identity to stand out in order to attract people to live, work, and play. But brand development is often driven by short-term top-down approaches with limited community participation, where the primary tool of brand expression becomes the final marketing campaign. This article reports on a qualitative approach to build a place brand from the bottom up, with wide participation from all members of the community. With a methodology based on place brand-building theory, charettes and in-depth interviews were conducted with local stakeholders, resulting in a positioning statement that was used to develop brand communications materials. Based on the research process and results of the case study, the authors present a community-based place brand development model.