IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v20y2024i3d10.1057_s41254-024-00332-x.html
   My bibliography  Save this article

When place brand and place logo matches: VRIO applied to place branding

Author

Listed:
  • Fabiana Gondim Mariutti

    (Universidade Federal de São Carlos)

  • Vivian Iara Strehlau

    (Escola Superior de Propaganda e Marketing)

  • John James Loomis

    (Fundação Getúlio Vargas)

  • Eliana Herrero

    (Escola Superior de Propaganda e Marketing)

Abstract

In an ever more interconnected global landscape, countries, regions, and cities leverage place branding as a means of remaining competitive. However, they do not always align their brand and resources adequately for competitive advantage. The main objective of this study is to examine the potential strategic directions for enhancing the attributes and development of a country’s brand based on the value, rarity, inimitability, and organization (VRIO) framework. By analysing the logo, as the visual vector of a country’s brand image, we demonstrated how a country’s resources are integrated into the place brand. The research gathered secondary data and conducted indirect observations, focusing on Brazil’s brand as the subject of analysis. The study’s primary contributions are encapsulated in three focused guidelines: (i) innovation: emphasizes the importance of researching public (internal and external) perceptions regarding the image and reputation of the country brand; (ii) improvement: underscores the need for collaboration between municipal, state, federal entities, and private sectors and suggests enhancing the positioning within well-regarded country-brand indices, developing public policies to foster stakeholder growth, and strengthening the involvement of all stakeholders; and (iii) extrapolation: suggests the creation of a fresh, competitive, and contemporary slogan. Likewise, we recommend generating specific taglines that reinforce the brand’s role across various competitive advantages tailored to specific campaigns and target markets. Furthermore, it suggests identifying and enhancing soft power foundations to elevate awareness and knowledge about Brazil’s resources and assets for prospective environmental, social, and economic partnerships. Logos reveal a visual icon portrayal of place branding development yet demand vigorous actions focused on the tangible and intangibles resources and assets of a country, region, or place. The study’s implications are valuable for various stakeholders, including brand strategists, local authorities, practitioners, and policymakers, supporting them in refining development approaches to place branding within the realm of strategic management of places.

Suggested Citation

  • Fabiana Gondim Mariutti & Vivian Iara Strehlau & John James Loomis & Eliana Herrero, 2024. "When place brand and place logo matches: VRIO applied to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 335-349, September.
    • Handle: RePEc:pal:pbapdi:v:20:y:2024:i:3:d:10.1057_s41254-024-00332-x
    DOI: 10.1057/s41254-024-00332-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-024-00332-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-024-00332-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    2. Fabiana Gondim Mariutti & Janaina de Moura Engracia Giraldi & Edson Crescitelli, 2013. "The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 4(1), pages 13-22, January.
    3. Suter, Mariana Bassi & Borini, Felipe Mendes & Floriani, Dinorá Eliete & da Silva, Dirceu & Polo, Edison, 2018. "Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective," Journal of Business Research, Elsevier, vol. 84(C), pages 46-58.
    4. Travis Tae Oh & Kevin Lane Keller & Scott A. Neslin & David J. Reibstein & Donald R. Lehmann, 2020. "The past, present, and future of brand research," Marketing Letters, Springer, vol. 31(2), pages 151-162, September.
    5. Fabiana Mariutti & Ralph Tench, 2016. "How does Brazil measure up? Comparing rankings through the lenses of nation brand indexes," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 17-31, February.
    6. Ferreira, João J.M. & Fernandes, Cristina I. & Ferreira, Fernando A.F., 2022. "What makes organizations unique? Looking inside the box," Journal of Business Research, Elsevier, vol. 139(C), pages 664-674.
    7. Fabiana Gondim Mariutti & Janaina de Moura Engracia Giraldi, 2021. "Branding cities, regions and countries: the roadmap of place brand equity," RAUSP Management Journal, Emerald Group Publishing Limited, vol. 56(2), pages 202-216, May.
    8. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    9. Meghan Kelly, 2017. "Analysing the complex relationship between logo and brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 18-33, February.
    10. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    11. Kojo Saffu & Don Scott, 2009. "Developing country perceptions of high‐ and low‐involvement products manufactured in other countries," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 4(2), pages 185-199, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
    2. Balabanis, George & Lopez, Carmen, 2022. "Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image," International Business Review, Elsevier, vol. 31(5).
    3. Mariana Bassi Suter & Felipe Mendes Borini & Diego Bonaldo Coelho & Moacir Miranda Oliveira Junior & Marcos Cesar Conti Machado, 2020. "Leveraging the Country-of-Origin Image by managing it at different levels," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(3), pages 224-237, September.
    4. Maria Rosaria Napolitano & Alessandro De Nisco, 2017. "Cultural heritage: the missing “link” in the place marketing literature “chain”," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 101-106, May.
    5. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    6. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    7. María del Mar Serrano-Arcos & Raquel Sánchez-Fernández & Juan Carlos Pérez-Mesa, 2021. "Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence," Sustainability, MDPI, vol. 13(4), pages 1-25, February.
    8. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    9. Suter, Mariana Bassi & Borini, Felipe Mendes & Floriani, Dinorá Eliete & da Silva, Dirceu & Polo, Edison, 2018. "Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective," Journal of Business Research, Elsevier, vol. 84(C), pages 46-58.
    10. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    11. Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Moschik, Nicole, 2020. "Are consumers' minds or hearts guiding country of origin effects? Conditioning roles of need for cognition and need for affect," Journal of Business Research, Elsevier, vol. 108(C), pages 487-495.
    12. repec:ehu:cuader:19562 is not listed on IDEAS
    13. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    14. Giraldi, Janaina de Moura Engracia, 2016. "Evaluation of the impact of Brazil's sustainability on the behavioral intentions of stakeholders toward the country," Evaluation and Program Planning, Elsevier, vol. 54(C), pages 135-143.
    15. Peter Magnusson & Stanford A. Westjohn & Nancy J. Sirianni, 2019. "Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 318-338, April.
    16. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    17. Hino, Hayiel, 2023. "More than just empathy: The influence of moral emotions on boycott participation regarding products sourced from politically contentious regions," International Business Review, Elsevier, vol. 32(1).
    18. Peng Yu & Hongmei Zhang, 2020. "Does Travel Really Enhance Destination-Country Image? Understanding Tourists’ Changes in Perception toward a Destination Country," Sustainability, MDPI, vol. 12(10), pages 1-12, May.
    19. Leonidas C. Leonidou & Bilge Aykol & Saeed Samiee & Nikolaos Korfiatis, 2022. "A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences," Management International Review, Springer, vol. 62(5), pages 741-784, October.
    20. Pyper, Keith & Doherty, Anne Marie, 2022. "Employing brand governance mechanisms with export channel partners: What are the performance consequences and contingent effects?," International Business Review, Elsevier, vol. 31(5).
    21. Zhang, Jianhong & van Gorp, Désirée & Ebbers, Haico & Zhou, Chaohong & Kievit, Henk, 2022. "Organizational legitimacy of emerging multinational enterprises: An individual perspective," International Business Review, Elsevier, vol. 31(6).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pbapdi:v:20:y:2024:i:3:d:10.1057_s41254-024-00332-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.