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Título
Towards a network place branding through multiple stakeholders and based on cultural identities
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Journal of Place Management and Development
Número de la revista
1
Datos de la obra
Muñiz Martínez, N. (2016). Towards a network place branding through multiple stakeholders and based on cultural identities. Journal of Place Management and Development, 9(1), 73-90. https://doi.org/10.1108/JPMD-11-2015-0052
Editor
Emerald
Fecha
2016
ISSN
1753-8335
Abstract
[EN] Purpose: This paper aims to analyse the o-eation of a place brand for Colombia's coffee region, within the framework of the evolution of place branding from traditional, one institution-led marketing approaches towards a more modem concept of network branding involving multiple stakeholders. The production of quality coffee in this region has been complemented with the development of coffee-themed rural tourism, which helps Colombia to enhance the value and positionings of its resources in the context of the economic and cultural exchanges inherent in globalisation.
Design/methodology/approach: Following a theoretical and conceptual analysis of place branding, this paper explores the case of the Coffee Triangle, examining the network of interrelationships involved in the process ofbusiness-led coffee branding and place branding by public institutions to achieve a dynamic identity asset shared by various parties. This study entailed fieldwork in Colombia to visit the region and hold meetings with managers in public administration, representative companies in the region and various social groups and entities.
Findings: Following a conceptual analysis which attempts to demonstrate the evolution of place branding towards a more holistic, multi-party and networked approach, the case study confirms the formation of complex interactions between stakeholders and public and private institutions at the local, regional, national and even international leve!.
Practical/implications: This successful initiative can serve as an example for other food production regions in emerging countries, helping them to improve their positions in global scenarios and enhance the value of their physical products through a heightened awareness and appreciation of the culture associated with these natural environments and landscapes. Synergies between business and place branding are also analysed.
Originality/value: This paper looks at an instance of place branding involving multiple stakeholders and on the basis of cultural and dynamic identity. It comprises an ínter-regional case study in Colombia. South America is a sub-continent where sorne interesting and successful place projects are being implemented that add nuances to global economic and cultural dialogue, which has probably focused mainly on the Western world and the industrial nations of Asia.
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