Brand orientation and the voices from within

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Abstract:

This work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed that the functional communication-based research approach together with the novel framework developed in this study has relevance to the brand orientation of corporations, as it does for places.

Keywords: brand identity; brand orientation; identity; place branding; place marketing

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2013.803145

Affiliations: 1: University of Wollongong, New South Wales, Australia 2: University of Wollongong in Dubai, United Arab Emirates,

Publication date: July 1, 2013

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