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Cecilia Cassinger

Place branding, brand communication, communication geography, sustainability, activism, cities

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The magic of place branding: regional brand identity in transition

Författare

  • Cecilia Cassinger
  • Jörgen Eksell

Summary, in English

Purpose

The purpose of this paper is to examine the transition of a place brand identity from a cultural anthropological perspective. More specifically, the paper analyses the ritual features and magical qualities of the development process of a regional brand in Scandinavia.
Design/methodology/approach

The study consists of an exploratory, longitudinal single case study of regional branding. An abductive research design was used in which the data, consisting of qualitative interviews, policy and promotional documents, were analysed with an interpretive approach.
Findings

Three place branding rituals of re-naming, managing ambiguity and instilling faith are identified as central in the transition process. These practices generate different forms of magic that facilitate transition and accommodate change.
Research limitations/implications

The study suggests that the theoretical lens of the anthropological concept of the rite of passage is useful to capture the mechanisms and practices of the transition from an old to a new place brand identity.
Practical implications

The approach outlined in this paper is relevant for brand development and planning in that it demonstrates the ritual features and magical qualities of branding. In contrast to the linear step-by-step approach to brand planning, the study visualises brand development as overlapping phases in a process.
Originality/value

The study demonstrates the value of anthropological insights into transition rituals for understanding how change is alleviated in the development of place brands.

Avdelning/ar

  • Institutionen för strategisk kommunikation

Publiceringsår

2017

Språk

Engelska

Sidor

202-212

Publikation/Tidskrift/Serie

Journal of Place Management and Development

Volym

10

Issue

3

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Communication Studies

Status

Published

Projekt

  • Narratives about the Family Helsingborg - the place brand as value creator

ISBN/ISSN/Övrigt

  • ISSN: 1753-8335