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The Place as a Brand. Theory and Practise of the Place Branding

Author

Listed:
  • Adamus-Matuszyńska Anna

    (University of Economics, Katowice, Poland)

  • Dzik Piotr

    (Academy of Fine Arts, Katowice, Poland)

Abstract

Research purpose. The purpose of the research project was to evaluate the status of place branding as a scientific discipline and to check whether this concept has been concretised during exploration and articulation. An additional objective was to check the theoretical status of place brands. Design / Methodology / Approach. The study used an approach based on the analysis of 'place brand' models developed in the literature since models are central to the scientific procedure. These models were then confronted with the empirical observations of the authors using the Flexible Pattern Matching (FPM) method. Findings. A consulting and practical approach is noticeable, especially in the ever-new 'process models' (how to create and manage 'place brand'); moreover, these models are scientifically insignificant and practically unworkable. Descriptive models (what a 'place/territorial brand' is) do not reveal signs of concretisation. There is undoubtedly a phenomenon of 'forcing' empirical data. Originality / Value / Practical implications. Based on the analyses done, it can be concluded that none of the examined models meets the requirements of lawlike generalisations. In the practice of place branding, carried out by territorial units, the only common element is the usage of the name and logo of the place. It can also be argued that the basic concept of 'place brand' is poorly defined. The research method used (FTM) has not been applied in the analysis of place brands so far; however, the examination done in this article proves its usefulness.

Suggested Citation

  • Adamus-Matuszyńska Anna & Dzik Piotr, 2023. "The Place as a Brand. Theory and Practise of the Place Branding," Economics and Culture, Sciendo, vol. 20(1), pages 17-29, June.
  • Handle: RePEc:vrs:ecocul:v:20:y:2023:i:1:p:17-29:n:6
    DOI: 10.2478/jec-2023-0002
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    References listed on IDEAS

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    1. Giovana Goretti Feijó de Almeida & Lucília Cardoso, 2022. "Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand," Sustainability, MDPI, vol. 14(11), pages 1-24, May.
    2. Trochim, William M. K., 1989. "Outcome pattern matching and program theory," Evaluation and Program Planning, Elsevier, vol. 12(4), pages 355-366, January.
    3. Ageeva, Elena & Foroudi, Pantea, 2019. "Tourists' destination image through regional tourism: From supply and demand sides perspectives," Journal of Business Research, Elsevier, vol. 101(C), pages 334-348.
    4. Eko Nursanty, 2021. "The anatomy of place branding: relating place transformation to community identity," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 19-35, March.
    5. Navin Kumar & Rajeev Kumar Panda, 2019. "Place branding and place marketing: a contemporary analysis of the literature and usage of terminology," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 255-292, December.
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    More about this item

    Keywords

    Place branding; Place branding model; Place marketing; Flexible pattern matching;
    All these keywords.

    JEL classification:

    • B40 - Schools of Economic Thought and Methodology - - Economic Methodology - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • H70 - Public Economics - - State and Local Government; Intergovernmental Relations - - - General
    • Z18 - Other Special Topics - - Cultural Economics - - - Public Policy

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