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| Author: | Aitken, R. Campelo, A. |
| Title: | The four Rs of place branding |
| Journal: | Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 913-933 |
| Index terms: | brand names stakeholders consumers New Zealand authenticity culture |
| Language: | eng |
| Abstract: | This study discusses the concept of ownership related to place branding and aims to establish a basis upon which the reform of a place as a brand can be developed. A bottom-up approach based on the paradigm of co-creation is suggested to be chosen to the development of a place brand. Brand ownership appears to be determined by the extent to which the representation of the place reflects the community's experience. Such an approach, we believe, is crucial in order to achieve authenticity (brand essence), stakeholder commitment and brand sustainability. Grounded in ethnographic research, this article presents a model that structures the characteristics of community ownership from a bottom-up perspective and suggests four key elements of place branding that encapsulate the experience of the place: rights, roles, relationships, and responsibilities. |
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