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Título
Place overbranding and how to prevent it
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Qualitative Market Research: An International Journal
Número de la revista
4
Datos de la obra
Rozhkov, K., Khomutskii, K., Romanowski, R., y Muñiz-Martínez, N. (2020). Place overbranding and how to prevent it: Combining two conceptual and methodological approaches. Qualitative Market Research: An International Journal, 23(4), 979-999. https://doi.org/10.1108/QMR-12-2017-0180
Editor
Emerald
Fecha
2020
ISSN
1352-2752
Résumé
[EN] Purpose: This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.
Design/methodology/approach: The concept of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand vocabularies and typologies of verbal characteristics of abstract places as products for internal users (residents).
Findings: In most cases, the place brand vocabularies were consistent and compatible within each abstract type and were unique (mutually exclusive) between the types. The vocabularies contained both detailed and more generalized elements. For each place, short formulations of the general concept were found. Each brand vocabulary reflected the institutional, socio-psychological, cultural, historical and geographic differences of the countries involved in the research.
Originality/value: A conceptual and methodological framework for creating place brand vocabularies is offered, and it describes the close relationship between multiple internal brand attributes and their concise expressions appropriate for communication and high differentiation among brand attributes that facilitate the recognition of branded places by target and non-target audiences. The framework is applicable for designing verbal attributes of place brands for specific places to avoid overbranding effects.
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