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Towards brand ecology: An analytical semiotic framework for interpreting the emergence of place brands
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography.
2013 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 13, no 3, 365-383 p.Article in journal (Refereed) Published
Abstract [en]

Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand-management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of integration (symbiosis') between functional and representational dimensions. By recognising this interrelatedness through an ecological perspective that focuses on the connections among all the constituents of a place, the concept of brand ecology is offered to unpack the complexity of place brands and to reconsider the relationship between place branding and place marketing approaches.

Place, publisher, year, edition, pages
2013. Vol. 13, no 3, 365-383 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-206720DOI: 10.1177/1470593113489704ISI: 000323368500007OAI: oai:DiVA.org:uu-206720DiVA: diva2:645204
Available from: 2013-09-03 Created: 2013-09-03 Last updated: 2017-12-06Bibliographically approved

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Pasquinelli, Cecilia

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