You are on page 1of 2

Abstract: The practice of branding geographic locations such as countries, regions, cities and towns is increasing, yet there

is a paucity of published research on the topic. The literature, such as it is, suggests that branding in such cases is at best complex and at worst impossible. This paper reports on a qualitative study of 12 `cities' in the UK which sought to explore the role which branding plays in the marketing of these locations. The study purposefully excluded large cities such as London, Manchester and Glasgow, which have received extensive media attention. The results suggest that branding as a concept was seen as relevant but not always understood or applied effectively. The study provides insights into the key factors which affect the development of locations as brands. The four factors identified as being of particular significance were organisational complexity and control, the management of partnerships, product complexity and the measurement of success. The study concludes, nevertheless, that the branding of locations is not impossible and recommends an agenda for future research to address the key factors identified.Journal of Brand Management (2001) 9, 127-142; doi:10.1057/palgrave.bm.2540060 Document Type: Research article DOI: 10.1057/palgrave.bm.2540060 Publication date: 2001-11-01 Related content

Location branding: A study of the branding practices of 12 English cities


Author: Hankinson, G Source: The Journal of Brand Management, Volume 9, Number 2, 1 November 2001 , pp. 127-142(16) Publisher: Palgrave Macmillan

< previous article | view table of contents | next article >

Buy & download fulltext article:


Add to cart

OR
Buy now

Price: $43.00 plus tax (Refu

Document Information: Title: Author(s): The six conventions of corporate branding Simon Knox, (Cranfield Centre for Advanced Research in Marketing, Cranfield School of Management, Cranfield, UK), David Bickerton, (Cranfield Centre for Advanced Research in Marketing, Cranfield School of Management, Cranfield, UK) Simon Knox, David Bickerton, (2003) "The six conventions of corporate branding", European Journal of Marketing, Vol. 37 Iss: 7/8, pp.998 - 1016

Citation:

Keywords:

Action research, Branding, Convergence, Corporate identity

Article type: Conceptual Paper DOI: Publisher: 10.1108/03090560310477636 (Permanent URL) MCB UP Ltd

Abstract: In increasingly competitive markets, branding is of growing interest to business-to-business (B2B) firms. Despite an increased interest in branding, and the predominance of branding in consumer markets, B2B branding has received scant attention from academics. In this paper it is argued that organisational buyers can be influenced by both rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional connection with buyers. The development and communication of emotional brand values may enhance the potential for value creation and be a means of developing a sustainable differential advantage. For B2B brands to connect with organisational customers, emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force. A model is proposed that shows how B2B brands should reflect a greater balance between functional and emotional values. There is a clear need for further research into the way in which brands are used, communicated and perceived in B2B markets.Journal of Brand Management (2004) 11, 403-419; doi:10.1057/palgrave.bm.2540185 Document Type: Research article

he power of emotion: Brand communication in business-tobusiness markets


Authors: Lynch, Joanne ; de Chernatony, Leslie Source: The Journal of Brand Management, Volume 11, Number 5, 1 May 2004 , pp. 403-419(17) Publisher: Palgrave Macmillan
1 2

< previous article | view table of contents | next article >

Buy & download fulltext article:


Add to cart

OR
Buy now

Price: $43.00 plus