Marketing Countries, Places, and Place-associated Brands

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.

Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book’s interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics.

Contents:

Introduction: the ‘country’ vs. ‘place’ and ‘marketing’ vs.
‘branding’ conundrum 1
Nicolas Papadopoulos and Mark Cleveland

PART I ‘BIRDS OF A FEATHER, ALL OVER THE
PLACE’: MY NEIGHBOURHOOD, MY TOWN,
MY COUNTRY
1 Conceptions of place: from streets and neighbourhoods to
towns, cities, nations, and beyond 9
Gary Warnaby and Dominic Medway
2 Place brands: why, who, what, when, where, and how? 26
Mihalis Kavaratzis and Magdalena Florek
3 Will the twain ever meet? ‘Place’ vs. ‘country’ in research
and practice 40
Nicolas Papadopoulos and Mark Cleveland
4 Six propositions for place marketing: a critical discussion
of the current state of our field 63
Sebastian Zenker

PART II ‘A CASE OF MISTAKEN IDENTITY?’:
RESIDENTS AND IDENTITY POLITICS IN
PLACE AND SPACE
5 In search of a place brand identity model 77
Magdalena Florek
6 From participation to transformation: the multiple roles of
residents in the place brand creation process 97
Alia El Banna and Ioana S. Stoica
7 Peoplescapes and placemaking in a multicultural world:
residents’ identity, attachment, and belonging 114
Andrea Insch
8 The fabric of person–place–time: what metaphors from
outer space can teach us in place branding 135
Mark Cleveland and Nicolas Papadopoulos

PART III ‘A PLACE IS WORTH A THOUSAND
WORDS’: A SMORGASBORD OF COUNTRY
IMAGES AND EFFECTS
9 ‘New perspectives welcome’: a case for alternative
approaches to country of origin effect research 158
Mikael Andéhn and Jean-Noël Patrick L’Espoir Decosta
10 The effects of stereotyping on place/country image perceptions 174
Peter Magnusson and Stanford A. Westjohn
11 Consumer dispositions and product connections to places:
from parochialism to cosmopolitanism and beyond 192
Mark Cleveland, Nicolas Papadopoulos, and Boris Bartikowski
12 Country of origin cues in advertising: theoretical insights
and practical implications 212
Fabian Bartsch and Katharina Petra Zeugner-Roth
13 Cross-border acquisitions and offshoring strategies: the
effects on country/place image and reputation 228
Michela Matarazzo

PART IV ‘HERE, THERE, AND EVERYWHERE’:
ADVANCES, ADVERSITIES, APPLICATIONS,
AND ASSOCIATIONS IN ‘COUNTRY’ AND
‘PLACE’ MARKETING
14 The role of advertising in place branding 247
Rick T. Wilson
15 Place branding as an instrument in strategic spatial
planning: insights from urban regions in Western Europe
and North America 265
Eduardo Oliveira and Anna M. Hersperger
16 Popular culture and place-associated products in country image 282
Candace L. White
17 Understanding ‘public diplomacy’, ‘nation branding’, and
‘soft power’ in showcasing places via sports mega-events 298
Nina Kramareva and Jonathan Grix
18 Place branding for sustainable development: the role of
tourism in sustainable place branding strategies 319
Anette Therkelsen, Laura James, and Henrik Halkier
19 Place branding practice and scholarship: where we are and
whither we may be going 337
Robert Govers
Epilogue: ‘Between a rock and a hard PLACE’ 342
Mark Cleveland and Nicolas Papadopoulos

Index 350