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Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’

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  • Russell, David
  • Mort, Gillian Sullivan
  • Hume, Margee

Abstract

This paper presents a unique city branding case applying narrative analysis to the marketing manager’s account of his long running campaign to brand Logan City. The analysis finds that the campaign has many of the hallmarks of social marketing, but focuses strongly on citizen’s positive self image and social capital development. Elements of city branding are employed but the approach is ‘self directed’, rather than the usual approach of ‘other directed’. The desired outcomes are a positive self and community image laying the foundation for a community confident to undertake various economic development tasks. Implications for social marketing theory and management and future research are discussed.

Suggested Citation

  • Russell, David & Mort, Gillian Sullivan & Hume, Margee, 2009. "Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’," Australasian marketing journal, Elsevier, vol. 17(4), pages 232-237.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:232-237
    DOI: 10.1016/j.ausmj.2009.06.007
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    References listed on IDEAS

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    1. Gabriel, Yiannis, 2000. "Storytelling in Organizations: Facts, Fictions, and Fantasies," OUP Catalogue, Oxford University Press, number 9780198297062.
    2. Phil Hubbard, 1996. "Urban Design and City Regeneration: Social Representations of Entrepreneurial Landscapes," Urban Studies, Urban Studies Journal Limited, vol. 33(8), pages 1441-1461, October.
    3. G Stoker & K Mossberger, 1994. "Urban Regime Theory in Comparative Perspective," Environment and Planning C, , vol. 12(2), pages 195-212, June.
    4. Lionel Sitz, 2008. "Beyond semiotics and hermeneutics : Discourse analysis as a way to interpret consumers' discourses and experiences," Post-Print hal-02311730, HAL.
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    Cited by:

    1. Eko Nursanty & Atik Suprapti & Joesron Alie Syahbana, 2017. "The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 223-241, August.
    2. Emete Toros & Yavuz Gazibey, 2018. "Priorities of the citizens in city brand development: comparison of two cities (Nicosia and Kyrenia) by using analytic hierarchy process (AHP) approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 413-437, December.
    3. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2013. "City branding: A facilitating framework for stressed satellite cities," Journal of Business Research, Elsevier, vol. 66(1), pages 37-44.

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