Journal articles: 'Cultural Branding'

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Hemingway, Wayne. "Placemaking — cultural branding." Place Branding and Public Diplomacy 3, no. 4 (October 2007): 332–36. http://dx.doi.org/10.1057/palgrave.pb.6000075.

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O'Reilly, Daragh. "Cultural Brands/Branding Cultures." Journal of Marketing Management 21, no. 5-6 (June 2005): 573–88. http://dx.doi.org/10.1362/0267257054307336.

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BRICIU, A., and V. A. BRICIU. "A CULTURAL PERSPECTIVE ON BRANDS AND SYMBOL AFFIRMATION. THE THEORY OF CULTURAL AND ICONIC BRANDING REVIEWED." SERIES VII - SOCIAL SCIENCES AND LAW 13(62), no. 1 (2020): 93–102. http://dx.doi.org/10.31926/but.ssl.2020.13.62.1.10.

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The purpose of this article is to provide an in-depth approach to the theoretical issues stated about brands and branding from a cultural perspective. Following contemporary debates in defining the concept of brand and branding in relation to various marketing and organizational communication definitions, branding models that can be used in relation to places, in general, have been highlighted over time: the consumer branding model inspired by the functional tradition of the theoretical and practical marketing approaches, used and applied on products or services and the organizational or corporate communication model, from an identity approach. That is why, a different tendency is highlighted in analyzing branding models and their applicability on places, through a new proposed approach, of neo-Marxist nature, as a moderate response to the paradigm of postmodern brand management, defined by the iconic brand and cultural branding theories - presented in this article -, on the one hand, and the anti-capitalist, anti-corporate and anti-branding movement, on the other.

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Rehan, Reeman Mohammed, Mohammed Refaat M. Abdelaal, Ghina Maher Hakim, Rouba Mayyas Gamal, and Ghadah M. Baraat. "Cultural Urban Branding as an Approach Towards Sustainability." Resourceedings 2, no. 1 (February 25, 2019): 157. http://dx.doi.org/10.21625/resourceedings.v2i1.458.

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City branding has become one of the primary policies for achieving sustainability in many countries. In this manner, many strategies can be applied to create place and city urban branding. One of these strategies is the culture-based urban branding. Culture plays a significant role in place and city urban branding; cultural branding can be considered an essential approach for the economic, social and environmental renewal of cities.City branding has become gradually important according to its bases and activities in the urban development process in general. This paper describes how culture can be used in city branding. The research applies the significance of urban cultural branding to analyse the case study of Madinah, Saudi Arabia.

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Jensen, Ole B. "Culture Stories:Understanding Cultural urban Branding." Planning Theory 6, no. 3 (November 2007): 211–36. http://dx.doi.org/10.1177/1473095207082032.

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Moor, Liz. "Branding Consultants as Cultural Intermediaries." Sociological Review 56, no. 3 (August 2008): 408–28. http://dx.doi.org/10.1111/j.1467-954x.2008.00797.x.

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Schroeder, Jonathan E. "The cultural codes of branding." Marketing Theory 9, no. 1 (March 2009): 123–26. http://dx.doi.org/10.1177/1470593108100067.

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Scarpaci, Joseph L., Eloise Coupey, and Sara Desvernine Reed. "Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding." Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 320–33. http://dx.doi.org/10.1108/jpbm-02-2017-1416.

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Purpose Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines. Research limitations/implications The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries. Practical implications The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect. Social implications These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets. Originality/value Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.

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Cánepa, Gisela K. "Nation Branding:." MedienJournal 37, no. 3 (March 20, 2017): 7–18. http://dx.doi.org/10.24989/medienjournal.v37i3.116.

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Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

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Cánepa, Gisela K. "Nation Branding:." MedienJournal 37, no. 3 (March 20, 2017): 7. http://dx.doi.org/10.24989/mj.v37i3.116.

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Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

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Del Percio, Alfonso. "Branding the nation." Pragmatics of professional discourse 7, no. 1 (April 7, 2016): 82–103. http://dx.doi.org/10.1075/ps.7.1.04del.

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This paper discusses how Switzerland is branded by the Swiss state under late capitalism. Drawing on discursive data collected in the framework of a research project investigating the international promotion of Switzerland, I particularly focus on how multilingualism and cultural diversity are constructed by the Swiss government as a capital belonging to Switzerland and its history and on how and why this imagined historical capital is reframed in promotional terms. In doing so, I question the function of the historicity of Swiss multilingualism and cultural diversity in nation branding practices and analyze the logics causing specific tokens of multilingualism and cultural diversity to emerge as desirable promotional features. Finally, I research how the promotional investment in Swiss multilingualism and cultural diversity affects the status and value of its historical capital and how this has consequences for what can be said (or not) about Switzerland and its history.

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Gross, Michael J. "Harnessing place branding through cultural entrepreneurship." Tourism Management 54 (June 2016): 136–37. http://dx.doi.org/10.1016/j.tourman.2015.11.005.

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Castro, Rafael, and Patricio Sáiz. "Cross-cultural factors in international branding." Business History 62, no. 1 (November 28, 2019): 1–25. http://dx.doi.org/10.1080/00076791.2019.1592157.

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Myun Kim. "German cultural policy and Nation Branding." Journal of Culture Contents ll, no. 8 (December 2016): 139–71. http://dx.doi.org/10.34227/tjocc.2016..8.139.

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Matiatou, Maria. "From Internal Branding to Cultural Transformation." International Journal of Knowledge Society Research 6, no. 2 (April 2015): 1–19. http://dx.doi.org/10.4018/ijksr.2015040101.

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The primary objective of this paper is to explore internal branding as a corporate philosophy: assess the relevance of its values, evaluate the tactics implemented, the nature of the internal communications involved, the outcomes thereof and its role as critical bridge over vision, culture and image gaps. It also aims at bringing awareness on failure possibilities and risks involved when internal constituencies do not fulfill their role as brand ambassadors. Following an overview of the internal branding methodology and literature, perceptions of employees on internal brand communication practices are captured and matched to aspirations, missions and values in different companies. Internal communication and branding outcomes are organically attached to the nexus of corporate identity; alignment of values and beliefs promotes brand identification, integrates practices, boosts loyalty and helps the organization speak in one voice. While some companies have managed to exemplify this strategy through honest and consistent efforts, it is unsafe to generalize the assumption across different industries that normally fail to undertake effective internal branding initiatives through their corporate communication department to strengthen their brands. It is therefore worth evaluating methods that can align theory, intentions and practice.

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Fierro, Alvaro, and Ibon Aranburu. "Airbnb Branding: Heritage as a Branding Element in the Sharing Economy." Sustainability 11, no. 1 (December 23, 2018): 74. http://dx.doi.org/10.3390/su11010074.

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The cultural heritage of cities has been proven to be a generator of economic activity and a singular place branding/marketing tool for territories. In addition, in recent times, there has been a boom in the collaborative economy in urban destinations, epitomized by accommodation companies, such as Airbnb. The main objective of this article was to analyze how cultural heritage adds value to the collaborative economy. To this end, a method was proposed that analyzed Airbnb host descriptions, detecting the cultural and heritage goods mentioned, therein, which are used as marketing elements. From these cultural assets, various econometric models were generated that aimed to assess the number of guest reviews, which were used as a proxy for the number of guests. To evaluate this method, a case study was developed in the city of Bilbao. In view of the results, it can be concluded that cultural heritage and spatial location positively influence the activity of the collaborative economy, increasing the number of guests and their economic value.

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Lemmetyinen, Arja, Lenita Nieminen, and Johanna Aalto. "A gentler structure to life: co-creation in branding a cultural route." Place Branding and Public Diplomacy 17, no. 3 (May 22, 2021): 268–77. http://dx.doi.org/10.1057/s41254-021-00215-5.

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AbstractThe study explores how a cultural route supports the identity of a place. The study applies co-creative and identity-based place-branding theory and advances research on the significant role of culture when various actors identify with the brand of a place. Moreover, cultural sustainability is seen as a form of meta-narrative that frames the symbiosis of a place brand and its cultural values. Contributing to the previous research on branding a cultural route, this study discusses the value of a person (an architect) to the branding of a cultural route. The study also contributes to place-branding theory by linking the discourse on architectural heritage and branding an emerging cultural route. We used a single and critical case approach focusing on one of the sites representing a group of cities involved in the branding of the Alvar Aalto cultural route. Various qualitative research methods including interviews and publicly available material were utilized. The study presents empirical findings on branding an emergent cultural route. As a key theoretical contribution, the study shows how the culture and image of an individual site are expressed in the cohesive brand identity of that cultural route. Communication and co-creation are revealed to be prerequisites of efficient collaboration.

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Sinclair, John. "BRANDING AND BELONGING." Journal of Cultural Economy 1, no. 2 (July 2008): 217–31. http://dx.doi.org/10.1080/17530350802243636.

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Yunus, Ulani, Bhernadetta Pravita Wahyuningtyas, and Mario Nugroho Willyarto. "Branding about Indonesia through cross-cultural communication." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, no. 2 (July 1, 2020): 374. http://dx.doi.org/10.25139/jsk.v4i2.2412.

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One of the most discussed issues currently is the competition of people among nations. Cross-cultural communication is becoming more and more apparent in countries in various aspects of life. This study aimed to provide an overview of how branding on Indonesia could be done through cross-cultural communication. The study examined cross-cultural communication between lecturers of Bina Nusantara University (Binus University) in Indonesia and lecturers from the Appalachian State University (ASU) the United States, as part of their research into Asian countries. The American lecturers interacted with lecturers from Binus University, Jakarta, as well as with the community in several regions of Indonesia. The study used a qualitative approach with descriptive method. This research was a case study with open interviews and observation of data collection techniques. The results showed that the interaction between Indonesian and American lecturers had built positive branding for Indonesia as reflected in posts on the American lecturers’ social media accounts which they did on their initiative after they visited Indonesia.

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Gautam, Vinayshil. "Cross Cultural Issues in Branding and Communication." NHRD Network Journal 6, no. 3 (July 2013): 42–44. http://dx.doi.org/10.1177/0974173920130318.

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Hull, Gordon. "Cultural Branding, Geographic Source Indicators and Commodification." Theory, Culture & Society 33, no. 2 (May 21, 2015): 125–45. http://dx.doi.org/10.1177/0263276415583140.

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Venkatesh, Alladi, Seema Khanwalkar, Lynda Lawrence, and Steven Chen. "Ethnoconsumerism and cultural branding: designing “Nano” car." Qualitative Market Research: An International Journal 16, no. 1 (January 11, 2013): 108–19. http://dx.doi.org/10.1108/13522751311289730.

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Wu, Yan, Sian Rees, Richard Thomas, and Yakun Yu. "Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”." British Journal of Chinese Studies 11 (June 29, 2021): 15–35. http://dx.doi.org/10.51661/bjocs.v11i0.128.

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Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written about its reception by overseas audiences. Accordingly, this article draws on focus-group data and employs Tu Wei-ming’s “cultural China” framework in exploring how the Chinese Dream is received and interpreted in the United Kingdom. This article contributes to understandings of nation branding by recognising how Chinese diaspora communities and British intellectual and professional elites engage with and promote brand values. It argues that the socio-cultural aspect of branding is important for China’s identity and that using the Chinese Dream as a branding narrative is successful when it focuses on cultural and economic messaging but divides opinion when political ideology is used. Image © Yan Wu

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Wu, Yi, and Zhewei Chang. "CITY BRANDING IDENTITY STRATEGY OF CREATING CITY CULTURAL VALUE-TAKE THE CREATION OF SHANGHAI CITY BRANDING AS AN EXAMPLE." Cultural Communication And Socialization Journal 1, no. 2 (October 22, 2020): 34–36. http://dx.doi.org/10.26480/ccsj.02.2020.34.36.

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In recent years, the value of city culture has become a core element of city development, and the creation of city culture through “cultural regeneration” has become an important element of establishing a city branding. However, city branding cannot be effectively activated through simple city cultural resource development, publicity and activities, and there are limitations in creating branding uniqueness and resonance with citizens or tourists. Only by grasping the characteristics of the city to form a unique urban creativity and continuously update it can citizens or tourists experience the special features in the city, and thus successfully activate the city branding. In order to enhance the competitiveness of cultural cities, it is necessary to fully combine the characteristics of modern cultural heritage and contemporary city culture to create city charm. Through the construction of city branding identity with the participation of local society and residents, it will enrich the city culture, improve the quality of life, and contribute to the vitality of the regional economy. Shanghai selected as the research object was designated as one of the five trades in 1843, starting the history of the concession. Although it left many modern cultural heritages and formed a unique Shanghai-style culture, it did not disclose different city branding to the outside world. Therefore, in order to make Shanghai build a variety of cultural content, express its cultural power different from other cities, and create cultural value, this research aims to effectively use Shanghai’s distinctive history, culture, places and other core resources to establish a branding identity strategy different from similar cities at home and abroad.

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Schroeder, Jonathan E. "Corporate branding in perspective: a typology." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1522–29. http://dx.doi.org/10.1108/ejm-07-2017-0450.

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Purpose The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work. Design/methodology/approach A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives. Findings The four perspectives demonstrate the growing interdisciplinary interest in brands. They also signal a move away from a focus on the brand-consumer dyad, towards broader social cultural and theoretical concerns. Studies that extend brand research into cultural and historical realms may provide an essential bridge between our understandings, on the one hand, of value residing within the product or producer intention, and on the other, value created by individual consumers or brand communities. Research limitations/implications The insights from this review may shed light on a number of branding research areas, including studies on corporate marketing, cultural heritage brands and strategic brand communication. Practical implications The paper illustrates how complex branding has become and offers conceptual tools to think about and guide branding from multiple points of view. Originality/value This paper provides a selective overview of important recent developments in corporate marketing and brand research over as well as a look at visual aspects of four perspectives of branding as a complement to corporate branding research. The typology of brand perspectives helps organise and illuminate a burgeoning brand literature, and provides an interdisciplinary framework for understanding brands.

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Clifton, Nick. "Regional Culture in the Market Place: Place Branding and Product Branding as Cultural Exchange." European Planning Studies 19, no. 11 (November 2011): 1973–94. http://dx.doi.org/10.1080/09654313.2011.618689.

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Miroshnikov, V. V., and V. M. Miroshnikova. "ON THE PROBLEMS OF VISUAL IMAGE FORMATION IN RUSSIAN TERRITORIAL BRANDING." Arts education and science 1, no. 2 (2021): 144–50. http://dx.doi.org/10.36871/hon.202102018.

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The problem of designing visual signs in the context of Russian territorial branding by means of graphic design actualizes not only the image potential of regions, but also represents a significant sphere of understanding cultural identity, revealing cultural codes and semantic images relevant to the perception of a modern man. As the origins of modern geo-branding, the article examines heraldic traditions of city emblems, their archetypal images rooted in cultural memory and history. Particular attention is paid to the perception of abstract index signs and the most common examples of modern geo-branding in the absence of conventional interpretation. The potential of basic heraldic symbols in the design of graphic complexes, implementing the branding of regions is considered. The article provides arguments in favor of a systematic approach to the design of visual identification of territories based on a scrupulous pre-project analysis, respecting the historical and cultural codes of territories. The authors propose a list of constructive measures aimed at creating a territory branding system that will be able to solve functional problems actual for this area. The content of the article is intended to thoroughly understand the processes of regional branding as a factor of regional socio-cultural and socio-economic development.

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Daldanise, Gaia. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement." Sustainability 12, no. 24 (December 12, 2020): 10399. http://dx.doi.org/10.3390/su122410399.

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The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.

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Cheregi, Bianca Florentina. "Nation Branding in Romania After 1989: A Cultural Semiotic Perspective." Romanian Journal of Communication and Public Relations 19, no. 1 (April 1, 2017): 27. http://dx.doi.org/10.21018/rjcpr.2017.1.229.

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This paper discusses four nation branding post-communist campaigns initiated by the Romanian Government, from a cultural semiotic perspective, as developed by the Tartu-Moscow-Semiotic School. In so doing, it focuses on analyzing advertising and national identity discourses inside the semiospheres. Moreover, the paper investigates how elements of neoliberal ideology are addressed in the governmental campaigns, considering the “marketization of public discourse” (Fairclough, 1993). Nation branding in post-communist Romania is a distinctive phenomena, compared to other countries, especially from Western Europe. In transition countries, nation branding is often mentioned because of the constant need to reconfigure national identity by dissociating from the communist past (Kaneva, 2012). In Romania, nation branding is also a public issue discussed in the media, connected to the ways in which the international press portrays the country or to the migrants’ actions. In this context, Romania’s nation brand represents a cultural space and the campaigns mobilize cultural symbols as systems of signs necessary for the existence and functioning of advertising discourses. Using a semiotic analysis linked to the field of cultural semiotics (Lotman, 2005/1984), this article analyzes four nation branding campaigns initiated by the Romanian Government (Romania Simply Surprising – 2004, Romania Land of Choice – 2009, Explore the Carpathian Garden – 2010, and Discover the Place Where You Feel Reborn – 2014), considering elements such as semiotic borders, dual coding and symbols. The results show that the campaigns are part of four different semiospheres, integrating discursive practices both from advertising and public diplomacy when communicating the national image to the internal (citizens) or external (international) audiences.

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Qyll, Nicholas. "Persona as Key Component in (Cultural) Person Branding." Persona Studies 6, no. 1 (December 11, 2020): 56–71. http://dx.doi.org/10.21153/psj2020vol6no1art941.

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This article examines the elements and processes involved in the visual construction of person brands, and their personas as key components of those brands, in pursuit of the research question: What pictorial design strategies make person brands succeed? Key findings of the empirical investigation of the iconic artist brand Madonna allow a focus on Madonna’s image and her fans’ co-creative image practice through a visual frame analysis and cultural reading of her self-brand. Madonna has created a complex ‘worldview world’ that is governed by a metanarrative and feeds on the diverse acts of referencing cultural image icons. At the same time, central strategies of her image representations are reflected in the fan artefacts investigated. This article thus focuses not only on the role of the visual in person branding and in a modern-day visual brand culture. It also considers the place and form of such cultural person branding within the persona studies field.

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Smith, Gareth, and Richard Speed. "Cultural branding and political marketing: An exploratory analysis." Journal of Marketing Management 27, no. 13-14 (December 2011): 1304–21. http://dx.doi.org/10.1080/0267257x.2011.628449.

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Gomes, Nelson Pinheiro. "Trends Management applied to Branding and Cultural Management." e-Revista LOGO 5, no. 1 (May 30, 2016): 67–80. http://dx.doi.org/10.26771/e-revista.logo/2016.1.05.

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Hurn, Brian J. "The role of cultural diplomacy in nation branding." Industrial and Commercial Training 48, no. 2 (February 1, 2016): 80–85. http://dx.doi.org/10.1108/ict-06-2015-0043.

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Purpose – The purpose of this paper is to emphasise the importance of effective cultural diplomacy in increasing influence abroad, both commercially and politically. It covers the institutions used to advance cultural diplomacy and focuses on their use in nation branding as a form of “soft power”. Design/methodology/approach – Review of the various key institutions involved, with examples. Findings – Increasing use of cultural diplomacy by companies and nations to enhance their profile to assist in gaining competitive advantage in exports, foreign trade, attracting inward investment and tourism. Emphasises its value and methods as an important part of training and development. Research limitations/implications – Selective review of recent good practice. Practical implications – Highlights key areas of success and also examines areas where success has been tempered by altered circumstances at a later date. Originality/value – The review is backed by critical examination and analysis of the recent use of institutions involved.

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Pérez, Zaida Rodrigo. "Book review: Harnessing place branding through cultural entrepreneurship." International Small Business Journal: Researching Entrepreneurship 33, no. 8 (October 26, 2015): 986–87. http://dx.doi.org/10.1177/0266242615592834.

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Gordillo Rodríguez, María Teresa. "Branding cultural. Una teoría aplicada a las marcas y a la publicidad." Comunicación Revista Internacional de Comunicación Audiovisual Publicidad y Literatura 1, no. 18 (2020): 139–41. http://dx.doi.org/10.12795/comunicacion.2020.i18.09.

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Drori, Gili. "Branding Universities: Trends and Strategies." International Higher Education, no. 71 (March 17, 2015): 3–5. http://dx.doi.org/10.6017/ihe.2013.71.6083.

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Branding campaigns, in which universities restyle their traditional insignia into logos, have both strategic and cultural dimensions. Strategically, rebranding is linked with the expanding efforts of universities to market their programs to prospective students and donors and leverage their reputation for such marketing. Culturally, rebranding symbolically captures the transformation of university governance from guild-like autonomy to a managed and promotional university. The essay describes the three main trends in the branding of universities and considers that strategic implications and cultural meanings of university branding.

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Muñiz Martínez, Norberto. "Towards a network place branding through multiple stakeholders and based on cultural identities." Journal of Place Management and Development 9, no. 1 (March 14, 2016): 73–90. http://dx.doi.org/10.1108/jpmd-11-2015-0052.

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Purpose This paper aims to analyse the creation 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 modern 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 positioning 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 of business-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 level. 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 inter-regional case study in Colombia. South America is a sub-continent where some 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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Farhat, Ramzi R. "What Brand Is This Place? Place-Making and the Cultural Politics of Downtown Revitalization." Space and Culture 22, no. 1 (January 22, 2018): 34–49. http://dx.doi.org/10.1177/1206331217751778.

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This article investigates place-branding as a contested “cultural politics.” Through a case study of the creation of a “Downtown” Pomona (California) from the “Antiques Row” and “Arts Colony” that preceded it, the framework furthers our understanding of place-branding by highlighting how communities of interest contest competing cultural outlooks and further outlines the consequences of inadequate attention to the cultural economies that are supported by the meaning-making and place-making strategies of this cultural politics. In discussing how coalitions that cut across business and community interests contest cultural outlooks in an intralocal politics, the analysis offers an alternative to both elite/local and use/exchange approaches to the study of place-branding.

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Mazurek, Marica. "Branding paradigms and the shift of methodological approaches to branding." Kybernetes 43, no. 3/4 (April 1, 2014): 565–86. http://dx.doi.org/10.1108/k-07-2013-0129.

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Purpose – The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach. Design/methodology/approach – The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms. Findings – The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere. Research limitations/implications – The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism. Practical implications – Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation. Originality/value – The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.

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Khanwalkar, Seema. "Branding national issues: India and the branding bandwagon." Social Semiotics 23, no. 4 (September 2013): 517–22. http://dx.doi.org/10.1080/10350330.2013.799007.

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Caprioli, Laura, Mia Larson, Richard Ek, and Can-Seng Ooi. "The inevitability of essentializing culture in destination branding: the cases of fika and hygge." Journal of Place Management and Development 14, no. 3 (August 21, 2021): 346–61. http://dx.doi.org/10.1108/jpmd-12-2019-0114.

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Purpose This paper aims to focus on the re-presentation of the cultural phenomena hygge in Denmark and fika in Sweden in destination branding and address the inevitability of their essentialization through the branding process. Design/methodology/approach Three relevant semi-structured interviews with destination marketing organisation’s employees were conducted, as well as a content-based analysis of three social media channels (Facebook, Twitter, Instagram). A total of 465 posts in total were analysed (140 Facebook posts, 109 Twitter posts, 216 Instagram posts). Findings This study demonstrates how, when communicated through social media, intangible cultural assets are transformed into tangible elements. It explains why the re-presentation and place branding processes necessarily simplify and essentialize the destination. Originality/value Destination branding scholars have traditionally criticised the flattening and essentialization of culture in destination branding and have called for a more nuanced approach to presenting a destination. This paper situates destination branding as a process that necessitates the manipulation of the presentation of the destination, which inevitably essentializes the place; this is intended. Critical destination branding researchers need to rethink their criticisms and acknowledge the inherent essentialization goal of destination branding.

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du Plessis, Charmaine. "Prosumer engagement through story-making in transmedia branding." International Journal of Cultural Studies 22, no. 1 (January 9, 2018): 175–92. http://dx.doi.org/10.1177/1367877917750445.

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This article pertains to prosumer engagement, an important topic in academic research on media consumption and branding. Increasingly, there have been calls in the branding literature for a more audience-centred approach to making a deeper emotional connection with consumers in an age when interactive media have become imperative for communication. Prosumers, who both consume and produce media, have a different relationship with a brand to traditional consumers, as they are more actively involved in the brand’s story. The participatory nature of transmedia branding strengthens prosumer engagement through brand stories that enable an active contribution in an immersive story world. This article considers the rise in the use of transmedia story-making within the contemporary branding environment by proposing a framework for prosumer engagement in transmedia branding. Specifically, it examines how a leading transmedia brand, LEGO, has sought to engage prosumers in an active community using elements of this framework through an integrative, immersive and spreadable story.

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Waisová, Šárka, and Ladislav Cabada. "„Branding Tschechien“. Public Diplomacy und Nation Branding als Instrumente der Außenpolitik." Przegląd Europejski, no. 1-2016 (June 26, 2016): 84–106. http://dx.doi.org/10.31338/1641-2478pe.1.16.5.

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The article develops the traditional theoretical framework of public diplomacy, used in international relations since decades, into the new approach – the nation branding. The nation branding became very popular practice within the public diplomacy and more general “applied foreign cultural policy” in the last two decades. The development of new communication tools such as the Internet and social networks challenged the public diplomacy approaches and brought search for new communication tools the state can use towards the public of other states. Our analysis focus on the Czech example that is incorporated into more general East-Central European frame.

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Biraghi, Silvia, Rossella Chiara Gambetti, and Angela Antonia Beccanulli. "Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism." Italian Journal of Marketing 2020, no. 2-3 (August 10, 2020): 163–87. http://dx.doi.org/10.1007/s43039-020-00013-6.

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Hoynes, William. "Branding Public Service." Television & New Media 4, no. 2 (May 2003): 117–30. http://dx.doi.org/10.1177/1527476402250672.

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Biletska, Oksana. "CULTURE AS A NATION BRANDING TOOL WITHIN THE INTERNATIONAL INTERACTION SYSTEM." CULTURE AND ARTS IN THE MODERN WORLD, no. 22 (June 30, 2021): 22–33. http://dx.doi.org/10.31866/2410-1915.22.2021.235887.

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The purpose of the study is to clarify the role of culture as a tool for nation branding development, as well as national brand’s building and promoting within the global context of the national discourse. To reach the aim of the research, there was carried out the systematisation of the “nation branding” and “nation brand” concepts, as well as the analysis of theoretical and practical aspects of both nation and cultural brand and image of the country in the context of international cooperation. The research methodology consists in using general methods of empirical and theoretical research based on analysis, synthesis and concretisation. It is to analyse and summarise the results to reveal the “culture” factor’s importance in the nation branding development as an externally oriented phenomenon, in the context of international interaction providing information about what the country is. The scientific novelty of the study is to clarify the cultural constituent’s role in the process of the nation branding development in the context of the “State policy in the field of nation branding”; with the carrying out the analysis of the “culture and heritage” component as a criterion influencing the “Nation Brands” world reputation indexing; looked into the strategies for the Ukrainian culture development as an axis of building a nation brand and international image of Ukraine in the context of cultural diplomacy and intercultural dialogue; with paying attention to the content of the “Study of Ukraine’s perception abroad” results as an indicator of the world awareness of Ukrainian culture in the nation branding context. The conclusions point out that today in the system of international cooperation, culture: cultural heritage, cultural diversity and cultural potential of the country — is gaining importance as a tool for building a national brand and is the most effective means of creating a country/state’s positive international image in the long run. A successful nation branding allows increasing the level of the state’s political influence in the international arena and strengthening international ties, etc.

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Wang, Qian, and Dan Zhang. "Branding City Destinations." Chinese Semiotic Studies 15, no. 3 (August 27, 2019): 379–410. http://dx.doi.org/10.1515/css-2019-0022.

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Abstract City branding brings immense benefits for megacities to gain international prestige in an increasingly competitive global arena. City publicity films, as an effective method for selling the city through online dissemination, could reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of systemic functional grammar and visual grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.

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Rose, Alexander S. "Star Wars: The Force Awakens [the Western Pleasure Principle]." CINEJ Cinema Journal 7, no. 2 (September 20, 2019): 48–81. http://dx.doi.org/10.5195/cinej.2019.216.

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It is difficult to identify the contradictions that serve as the foundation for value propositions in the cultural branding model. To address this, I propose the use of psychoanalysissto analyze market- and cultural-level collectives. To demonstrate, I analyze a recent installment in the popular film franchise Star Wars in order to demonstrate how extant product preferences can be used as subjects of analysis much like dream images in traditional psychoanalysis. I find that the western market which enjoys the films likely does so due to a defense mechanism known as inversion. On the market level, this offers opportunities for identity-related branding. Implications for the cultural branding model and commercial mythologizing are discussed.

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Kostopoulou, Stella, Paraskevi-Kali Sofianou, and Konstantinos Tsiokanos. "Silk Road Heritage Branding and Polycentric Tourism Development." Sustainability 13, no. 4 (February 9, 2021): 1893. http://dx.doi.org/10.3390/su13041893.

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Cultural heritage, considered as a tool for sustainable tourism development and place branding, makes a destination appealing to visitors; hence, cultural heritage tourism can be a driving force for economic growth in cities and regions. Polycentricity is a useful multi-scalar concept in spatial theory that describes how adjacent urban centers can interact with each other, creating synergies and generating broader spatial networks. Cultural heritage and tourism, perceived as important factors of integration in a polycentric spatial structure, can further promote regional branding strategies. In this paper, a polycentricity index is introduced as a methodological tool for networking cultural heritage destinations, with an application to the Silk Road heritage. Silk Road cultural assets traced on the historical Silk Road routes linking East and West, can serve as tourist attraction poles and as an essential component for branding destinations through networking at various spatial scales. The Region of Eastern Macedonia and Thrace in Northern Greece, endowed with a plethora of Silk Road cultural assets, most of which are still untapped, is used to highlight the proposed methodology. The ultimate objective is the designation of polycentric destination networks based on Silk Road assets, in order to build regional branding opportunities over the Region.

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Honjo, Kayoko. "Understanding the Significance of Cultural Branding in Brand Theory." Japan Marketing Journal 39, no. 4 (March 31, 2020): 60–65. http://dx.doi.org/10.7222/marketing.2020.022.

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Journal articles on the topic 'Cultural Branding'

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