Citas Place Branding en idioma original

8/20/2019 Citas Place Branding en idioma original

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Caracter geografco-administrativo de los lugares

Places exist in geographical or place-scales (country, region, city, commune)

herefore it might be useful to examine place branding taking place-scales

under consideration. (Ashworth, Kaarat!is. "##$, p.%)

howeer, nation brands and region&city brands hae di'erent characteristics

and are a'ected by di'erent factors that inuence their ealuation. ountries

hae more stable and enduring brand images, whereas cities are more

dependent on the trends of the market, and ful*l more self-expression needs

compared to countries. (Ashworth, Kaarat!is. "##$, p.%)

(+) place branding has transcended into a composite construct that not only

encompasses tourism but also economic, socio-political and historical

prospects. (anna y owley, "##%. p./)

(+) hae relatie position and direction in terms of geography or other spatial

distributions. (0ucarelli, "#11. p."#)

2he second perspectie argues that what is branded or marketed is cities,

regions, and territories, in other words, administratie, goerned, inhabited

territories of certain signi*cance. (0ucarelli, "#11. p."#)

Destino

A ma3or stream of publications has dealt with the issue of destination branding4

treating places as brands for their bene*ts to tourism deelopment. (Ashworth,

Kaarat!is. "##$, p.")

5ecorously, the form of geographical entity does not limit the scope of

destination branding proided a direct association with tourism is established(anna y owley, "##%. p./)

2he content analysis of paper titles and abstracts a6rmed that the term

75estination8 is used predominantly in the tourism literature (+). (anna y

owley, "##%. p.$)


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A destination brand is probably best described as the essence of the

destination from the perspectie of potential isitors. 9ut it should also be

recognisable to residents. (9uncle, s.f. p.//)

it is the destination8s brand essence that endows it with a uni:ue identity which

di'erentiates it from eerywhere else and thereby enables it to stand out from

its competitors in competing for the attention of potential isitors. (9uncle, s.f.

p.//)

Lugar

Place is a nation-state, a geopolitical physical space; a region or state; a

cultural, historical or ethic bounded location; a central city and its surrounding

populations; a market with arious de*nable attributes; an industryerything is done in the name of the inhabitants and it is their resources that

*nance any place marketing programme. 0ocal entrepreneurs and small

businesses should also be a ital concern, as in many cases they are the

economic engines of the place. (Kaarat!is, "##=. p.1")


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Lugar como comunidad

2he third urban perspectie addresses the speci*c :uintessential features or

:ualities of cities as communities, be it the general social or cultural conditions

characteri!ing city life (socially and culturally), the particular characteristics of

metropolitan cities (in terms of diersity, connectedness, etc.) or categories of

cities with particular characteristics (such as creatie cities, entrepreneurial

cities, design cities, etc.). (0ucarelli, "#11. p."1);

?they can be imagined as articulated moments in networks of social relations

and understandments@ (assey, 1$$B, p.)

ultural mapping - 2his way of thinking is partly about letting go of traditional

roles in order to utili!e eeryone8s collectie knowledge about place. (9ianchini

y Chilardi, "##%, p."=")

oweer, there is an increasing interest in exploring also the intangible, the

culture and the experience that a place can o'er. (ernDnde! y 0Epe!, "#11,

p.$%)

2raditional cultural forms proide the uni:ue selling proposition for the

marketing of the city and these are fre:uently exploited. (Foi y GtrHber, "##=,

p.1B)

Marketing

the practice of place marketing has deeloped through discrete phases oer

time; phases that di'er in the general approach towards marketing as well as

their leel of re*nement.(Kaarat!is y Ashworth, "##=. p.1I/)

2hese can be grouped into three broadly delimited stages which hae not

followed a strict timeline, nor hae inoled geographical distinctieness. 2he

progress from one stage to the next was more a result of growing


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understanding and experience of the application of marketing. (Kaarat!is y

Ashworth, "##=. p.1I/)

1. Place boosterism (+) reaction to the growing competition between

places occasioned by the nationalisation and globalisation of markets.

(Kaarat!is y Ashworth, "##=. p.I) 2here are four notable cases4• 2he necessity for agricultural colonisation in newly settled lands

• the selling of the tourist resort, with the deelopment of the *rst mass-

leisure societies• residential suburb which had to be inented and then sustained by the

marketing• selling the industrial place

2. Urban planning and management in the interwar period

B.Precursors ?social marketing@,?non-pro*t marketing@and?strategic

marketing@

/. hanges in the priorities and preoccupations of planning that made place

marketing seem desirable

Place marketing practice eoled in parallel with the emergence of

entrepreneurial modes of urban goernance, and place marketing has been a

de*ning feature of such urban entrepreneurialism. (Kaarat!is y Ashworth,"##=. p.1I%)

Place marketing started in the JGA when immigrants were encouraged to moe

from the >ast oast and >urope to the est oast by the promise of land.

9ritish and Lrench beach resorts were strongly aderti!ed at the beginning of

the 1$$#s to attract tourists. 9efore sales marketing, place selling was the

preailing way of promotion. oties for place selling hae been a lack of

workforce and capital, as well as industrial actiities. (ainistro, "##$. p./)

(+)the marketing approach, i.e. the process or techni:ue of promoting, selling,

and

distributing the city or parts of the city as products serices (Kotler et al.,

1$$B). 2his


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includes the practice of place marketing (Moung et al., "##), destination

marketing

(Gaarinen, "##/), promoting cities (u, "###), and urban marketing (ubbard,

1$$). (0ucarelli, "#11. p."1)

Place marketing means designing a place to satisfy the needs of its target

markets. Nt

succeeds when citi!ens and businesses are pleased with their community, and

the

expectations of isitors and inestors are met (Kotler et al. "##". p.1=B).

Nndeed, place marketing in general can be thought of as a form of relation

between local authorities and local or wider audiences. (Ashworth y Kaarat!is,

"##$. p.B.)

potential target markets, deeloping concrete strategies aiming at the

satisfaction of the potential target markets that desire to attract, and, *nally,

presenting a speci*c methodology to measure the e'ectieness of promotion

policies (etaxas, "#1#. p."B#)

Rutas del marketing al branding

Country of origin

Nt concerns the usage of the place of origin in branding a product. Jsing the

:ualities, images and, in most cases, stereotypes of the place and the people

liing in that place to brand a product that is produced in that place is

considered an e'ectie strategy. (Kaarat!is, "##/. p.BB")

refers to the image of the country (or place) with which a product is associated

by sellers and&or buyers. (Papadopoulos, "##/. p.B%)

2he point of intersection between the traditional notion of PN and the new area

of systematic place marketing can be expressed as follows4 the latter depends


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heaily on the images of places, which is the sub3ect of study in the former;

and both are interested in how place images can be used in marketing the

places themseles and&or the products that are associated with them.

(Papadopoulos, "##/. p.B%)

Place marketing as place management

not only recognises the existence of competition; it responds by discoering or

creating uni:ueness in order to improe the competitie position of the place

marketed. (Kaarat!is y Ashworth, "##$. p.1I/)

place brands are most usefully iewed as metaphorical entities that are largely

mental representations which may be positiely or negatiely alenced. (Pryor

y Crossbart, "##%. p./)

Branding

A brand is an impression perceied in a client8s mind of a product or a serice.

Nt is the sum of all tangible and intangible elements, which makes the selection

uni:ue. (ainistro, "##$. p.)

Place branding is de*ned as Othe practice of applying brand strategy and other

marketing techni:ues and disciplines to the economic, political and cultural

deelopment of cities, regions and countriesO (http4&&www.palgrae-

3ournals.com&pb). (Ashworth, Kaarat!is. "##$, p.")

A useful way to look at branding in general is to conceptualise it as managing

consumersO expectations. ity branding in particular should be understood as a

process of generating expectations in actual and potential city usersO minds

and ensuring that these expectations are met in the way people experience the

city. (Ashworth, Kaarat!is. "##$, p.$)

9randing deals speci*cally with such mental images. Place branding centres on

people8s perceptions and images and puts them at the heart of orchestrated


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actiities, designed to shape the place and its future. (Kaarat!is y Ashworth,

"##I. p.I#%)

Ff particular releance to place branding in this ain is the conceptualisation of

the brand as something that consumers can hae a relationship with.

(Ashworth, Kaarat!is. "##$, p.B)

(+) three di'erent sorts of place branding (+) 2he *rst is geographical

nomenclature, the second product-place co-branding and the third branding as

place management. (Kaarat!is, "##I, p.BB/)

Place branding is the management of place image through strategic innoation

and

coordinated economic, commercial, social, cultural, and goernment policy.

ompetitie identity (N) is the term to describe the synthesis of brand

management

with public diplomacy and with trade, inestments, tourism and export

promotion.

(Gimon Anholt, ompetitie Ndentity, "##% citado en ainistro, "##$. p.%)

Tendencias en place branding

Place of Origin Branding

does not constitute a place branding strategy, in the sense that it cannot be

considered a place management strategy. (Kaarat!is, "##I, p.BB")

Culture/Entertainment Branding

>xamination of the e'ects of cultural and entertainment branding on the

physical, economic and (sometimes) social enironment of cities. (+)owes its

deelopment to the growing importance of the cultural, leisure and

entertainment industries within the contemporary economy, as much for

tourists and other isitors, as for the local population. (Kaarat!is, "##I, p."BB)


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9oth continue to adocate production of a core brand identity, strategically

managed by the *rm. (Pyror y Crossbart, "##%. p."$)

with focus on the reception, use and consumption of the brand, as well as on

the interpretation and utili!ation of the branding process (0ucarelli y 9erg,

"#11. p.1=)

2he result is that places that seek to di'erentiate themseles end up creatying

a kind of serial replication of homogeneity@ (arey, 1$$B, p.=)

9rand building is primarily achieed through product deelopment and

marketing, and has relatiely little to do with branding (Anholt, "#1#, p.1#)

if a country is serious about enhancing its international image, it should

concentrate on the national e:uialents of 7 product deelopment 8 (Anholt,

"#1#, p.1#)

Management

Management in place marketing means e'ectie use and coordination of place

marketing resources of a place to achiee the de*ned targets. (ainistro, "##B.

p.11)

Marca gráfca

logo is referred to as the graphic design that, for instance, a destination uses,

with or without a destination name attached to it, to identify itself as a

producer of :uality products or serices. (em e Nersen, "##/, p. =%).

0ogos contribute to identifying what the destination has to o'er as a acation

product but also to di'erentiate the destination from competitors. (em e

Nersen, "##/, p. =/).


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Imagen

Cultura popular

2wo preiously dominant but antagonistic ways of thinking about popular

culture. 2he *rst tradition iewed popular cultura as a culture imposed by the

capitalist culture industries (+). 2his is popular culture as 7structure8. 2he

second tradition saw popular culture as a culture spontaneously emerging from

below; an 7authentic8 folk, working-class or subculture (+). 2his is popular

culture as 7agency8. Lrom the perspectie of the cultural studies appropriation

(+) isQ a 7compromise e:uilibrium8 between the two; a contradictory mix of

forces. (Gtorey, "##B. p./)

un accionar estRtico inculado a la cotidianidad. 0o anterior lo denominamos

manifestaciones informales del arte. (Gila, 1$=I, p.1"/)

(+) el arte informal urbano, al :ue estoy re*riRndome, tendrSa de especS*co el

no ser mercancSa (+)ni tampoco estD su3eta a algTn propEsito distinto al de ser

mani*esta presencia4 sus expresiones estDn ahS, se reali!an por:ue asS tiene

:ue ser. Ftra cosa es :ue al estudiarse e intentar sistemati!arlas en alguna

direcciEn, se les pueda concebir

una coherencia y una sistematicidad (+) (Gila, 1$=I, p.1")

>n las ciudades tercermundistas, :ui!D por sus UreolturasU, por la

improisaciEn diaria, por la ausencia de cEdigos precisos y seeros en la

organi!aciEn de sus espacios y actiidades, :ui!D por todo ello, creemos :ue se

pueda iir mDs cerca de la experiencia creatia en el :uehacer cotidiano.

(Gila, 1$=I, p.1/#)

>n nuestra reexiEn lo estRtico estD inculado a la manifestaciEn de mitologSas

colectias, una direcciEn utEpica en la :ue, ciertamente, lo popular ha cobrado

gran presencia y :ue el preguntarnos las ra!ones para tal eidencia creemos,


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casi :ue elementalmente, :ue se deba al amplio espacio :ue domina en

nuestras ciudades el de*nido sector popular. (Gila, 1$=I, p.1/")

(+) entiendo por imaginarios urbanos a la expresiEn de sentimientos colectios

:ue producen asombro social en su percepciEn desde una dimensiEn estRtica

y, por tanto, percibir ba3o un estado imaginario no es sElo un e3ercicio de la

cogniciEn sino de los sentires y los deseos (Gila, "##=, p."BI)

Nn the absence of more personal contact (e.g., talking or touching), it is by

looking at people and places that people categorise them and thereby organise

their perceptions of the city (ells, "##%, p.1B%)

Identidad

Parte del concepto de sS mismo del indiiduo deria de su conocimiento sobre

su pertenencia a grupos sociales, y del alor del signi*cado emocional :ue

acompaVa esta pertenencia. (2a3fel, 1$=1 citado en 5aid, "##$)

U0a identidad depende de las dos fuentes4 necesita tener algTn tipo de

almacenamiento de experiencias y pensamientos habituales en la memoria (de

la persona), y necesita actuali!arse en comportamientos y actiidades sociales

(en la interacciEn).U (Wte, "##, p.$)

Gocial

Gocial identity constitutes a foundation for a ariety of social e'ects, from

humans8 ability to feel, act, and think as members of a social group to

intergroup behaiors

such as discrimination, confrontation, and cooperation (5aid, "##$, p. BII)

orporatia

oncepto holSstico :ue articula el ethos corporatio , las metas y los alores y

presenta un sentido de indiidualidad :ue puede ayudar a diferenciar la

organi!aciEn dentro de su ambiente competitio. (an iel, 9almer. 1$$%)


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on3unto de atributos asumidos como propios. 0o :ue se es, lo :ue se :uiere

:ue los demDs crean :ue se es, lo :ue se deberSa ser, lo :ue se :uiere :ue los

demDs crean :ue se deberSa ser. (haes, "##I)

0a identidad es el principal actio de las empresas y de las ciudades, ya :ue

ree3ada en una marca, es el gran elemento diferenciador frente a los

competidores. (2into Arandes, "##=, p.1##)

Place related

Ndentity, image and reputation, though often used interchangeably, are, in fact,

di'erent constructs. (+). A nation8s identity refers to the essentially irrational

psychological bond that binds fellow nationals together (Lan, "#1#, p.1##)

Nmage building is one step closer, but there still remains a critical missing link4

the brand identity. (em e Nersen, "##/, p.=)

hat has been found is that, in general, cities are marketed as locations with

multiple attributes rather than as places with a *xed identity. (>rickson, 1$$%,

p.")

Ndentity is an elusie concept. Nt can be de*ned as the :ualities which make an

indiidual, or place, capable of being speci*ed or singled out, which make it

uni:ue and separate. (+)can also refer to perfect sameness between

indiiduals, to the state of being identical. (>rickson, 1$$%, p.")

Local People! "as used as a #actor not onl$ to %usti#$ consumption&

but it "as also used to di'erentiate positivel$ and negativel$ distinct

o'ers in t(e market) *+reire& ,.& p)/001

Citas Place Branding en idioma original

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